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Starting the naming process too late and ignoring complex trademark and URL issues
Finding an available trademark today can be very difficult, since almost every word in the English dictionary is taken. And if you want a global name, the task can be even more challenging. Most companies underestimate the necessary time needed and then face a mad scramble when the product/service or company is about to launch. This often results in higher legal fees and sometimes settling for a second choice name. Our naming consultants understand the pitfalls of the registration process and have extensive experience in developing names that are more available from a trademark perspective. Working with our legal partners to pre-screen names prior to presenting them, we can ensure that valuable time is not wasted pursuing clearly unavailable marks. Very often, potential names are abandoned when corresponding URLs seem taken. What at first appears unattainable is very often available for purchase. It is possible to negotiate for domain names by asking legal counsel to make initial inquiries; and of course, they often help to close the deal.
Keeping a brand name that is no longer relevant because you are afraid to alienate its current user base
This is often a very shortsighted approach.Companies should research the fit and stretch of current brand names against longer-term objectives. If there is a logical reason to change the name, they should consider migration strategies to smooth the transition from old to new.
Ignoring that naming is not only creative, but also strategic; falling into the descriptive trap by focusing on functional attributes, which can be limiting as the brand promise evolves
Often, companies dont spend enough time defining and agreeing on the strategic role of the name. Our unique Destination Branding approach can help you analyze the market, identify opportunities for differentiation and set the appropriate strategic naming objectives. In todays highly competitive environment, the strongest brands are the ones that transcend the physical attributes of a product/service, or organization to form an emotional connection with the consumer. Destination Branding considers the real customer benefits of an offering and envisions the brand stretch. This enables you to create names that can help take brands further, set an aspirational target and remain flexible for the future. As a result, these Destination brand names have the advantage of being more readily available from a trademark perspective since they go beyond the common category descriptors into fresher territory. Also, since Destination brand names strive to define and own the category inspirational benefits, they help deposition the competition.
Falling into the subjectivity trap and failing to get key target audience feedback as part of the naming decision-making process
Naming can be very subjective. Think about choosing a first name for your kids. Have you ever turned down a suggestion of a perfectly good name because it reminded you of someone you personally knew? Perhaps, that bully from second grade? Our Nometrics research methodology helps you get impartial feedback from the people who are ultimately going to determine the success of the product or
servicethe target audience. Nometrics provides directional insight in the name decision-making process by identifying which names are appealing and appropriate and by weeding out any unanticipated negative reactions.
Not every new product, service, or corporate division needs a new name
Often, companies overlook the benefits of one strong umbrella brand name and descriptive names for products and services. Managers often face the complex decisions of brand architecture: should you create a new brand? If not, which of your existing brands is appropriate to house the new offering? What is the ideal relationship between the main brand and the new sub-brand? What is the most impactful naming strategy for line extensions and flankers? Through a well-thought-out strategy, our goal is to help you organize the breadth and depth of your offerings. A strong brand architecture enables customers and consumers to identify and define the relationship between brands. This leads to increased efficiency and a clearer idea of the offerings from your target audiences perspective. In addition to organizing the brands through naming architecture and systems, we also develop naming guidelines and decisionmaking trees. These can be codified into a userfriendly online tool through our NamingWizard technology to help in the creation and ongoing management of trademarks valuable brand assets.