Naming
With a great name for your business or product, half the work is done, because the name does half the work, if not more.
As such, the name of a business or product is an asset in itself. A strategic one at that.
As with its fellow heavy lifter, the logo, we don’t take chances and shortcuts with the name.
- We do communicative – A name that captures nature of business and character of the business.
- We do agile – A name that is flexible enough to accommodate possible expansion of business or product line. Or a single-minded name, if that’s where we need to go. Either way, the name shouldn’t stand in the way.
- We do thoughtful – A name that will work well in the real world without infringing upon trademark and cultural rights of others, across borders, across regions, across markets.