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Naming Architecture 20101028

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  • 1. Promises tokeep:Five approaches tonaming your portfolioCreating and managingbrand value TM
  • 2. Interbrand | Pg. 1Promises to keep:Five approaches to namingyour portfolioby Caitlin Barrett and Marina SuholutskyA brand is a complex thing to parse, but 1. Simplify selection series numbers, so there’s no risk of endingif you could crack one open, chances are, up with a 79 Series.) With consumers’ mental bandwidth atat the heart of it, you’d find a promise. A capacity, simplicity is like a blast of AC Because the value propositions aroundpromise to consumers that it will act a cutting through a sweltering day. Take these series are so clear, it’s easy for buyerscertain way, talk a certain way, and live a BMW’s international “Sheer Driving to self-select — entering at the series levelcertain way. Every living breathing brand, Pleasure” tagline, which has held strong and then narrowing selection from thelike every living breathing human, knows for over 25 years. BMW’s naming system two to five models generally availableit’s not enough to merely make a promise —  endures alongside, delivering familiarity in each. And while a dealer is crucial tothe question is can you keep it? and ease of navigation. The brand stays the customer journey, an easy-to-crackBrands make good on their promises in relevant without need for reinvention naming system makes the job of buyingmany ways, but one of the most because simplicity, it seems, is a luxury and selling luxury vehicles more pleasurablepowerful — and some might say complex —  that consumers are willing to pay for. for everyone.is through smart naming systems. Names, BMW’s architecture consists of seven 2. Meet distinct needs with distinct and the relationships created among them, numeric series, each with a distinct value sub-brandsshouldn’t reflect internal org charts or proposition. The 1 Series, its entry-levelinventory systems. The secret to being true A single promise can be fulfilled in more offer, is made up of the smallest cars in theto your brand is to name in a way that aligns ways than one. Sometimes making good portfolio, while the 7 Series is the luxurywith the way customers choose you. on your promise means creating separate carmaker’s flagship, and the portfolio area brands devoted to different needs. Olay,There are five essential approaches to where innovations are first introduced. the anti-aging guru, organizes its portfolioconsider when developing a naming system So it’s intuitive: A higher number equals to meet the one-size-does-not-fit-allthat delivers on your brand’s promise to a bigger, better car. (And new product skincare needs of women.its customers. generations are rolled out under the existing
  • 3. Promises to keep: Five approaches to naming your portfolio Interbrand | Pg. 2Each of its sub-brands delivers on a distinct among products; they speak the language  you just have to know how to listen.pledge — Olay Regenerist promotes cell of the audience, and that makes it easier Johnnie Walker, for example, is as wellregeneration, Olay Definity defines skin for its audience to choose Philosophy. known for its whiskey as for its color-codedtone, and Olay Total Effects offers holistic, naming. But this wasn’t always the case. 4. Create occasions for use7-in-1 anti-aging defense. These names In 1909, the Johnnie Walker brandare suggestive not only in approach, but The functional beverages market is borrowed from the consumer lexicon toreflect an understanding of what anti-aging notoriously saturated with claims about rename their Old Highland, Special Oldconsumers are looking for in a fountain of focus, weight management, energy and Highland, and Extra Special Old Highlandyouth. And while each sub-brand goes to hydration. And for some brands, this seeps blends. This type of versioning is rarelymarket with a distinct look and feel, they all into how they name, wanting you to know, engaging or intuitive, so customers tookreinforce Olay’s position as a winner when all at once, that their products contain the lead by developing relationships withit comes to fighting the effects of time. the health-boosting effects of açai, the the brand’s elements that were simple and digestive benefits of probiotics, and the3. reate clear — and memorable —  C represented clear differences in quality energy boost of taurine — all without a relationships among products levels — the label colors. single calorie! This can be exhausting forAny consumer who has visited a drug store consumers: It’s hard to know what’s really Walker smartly responded with Red Labelknows that choosing the right skincare important when making a choice. and Black Label whiskey. By followingproducts can be complicated. Some brands customers’ natural proclivities, the That’s what makes Gatorade’s latest entryname to the problem, some name to the brand abandoned a highly limited name to this crowded market such a winner. Itsbenefit, and some name for a breakthrough versioning system to an intuitive, customer- G Series uses a functional naming architectureingredient. It can be tough to understand coded approach — and it has stuck for over that tells consumers when, why, and inhow they’re all supposed to come together a century. (And good thing, too; by now we what order to consume its sports drinks.in a skincare routine that actually works. might have been ordering up an Extremely Gatorade’s promise has long been about Extra Special Old Highland on the rocks.)Philosophy, the skincare and beauty helping athletes perform at their best, andbrand, promises an effective, simplified Be true and prosper its G Series makes it easy to hydrate thebeauty and personal care routine, and right way before, during, and after physical In much the same way successfulit delivers this through umbrella names activity. It’s broken out into three steps: relationships among people rely on youthat use unexpected humor to maximize Gatorade 01 Prime, for pre-workout energy, to show, not tell, that you’re honest,memorability. Also intrinsic to Philosophy’s Gatorade 02 Perform, to help athletes trustworthy, and genuine, a great namingapproach are consistent descriptors to sustain a serious workout, and Gatorade 03 system is a powerful way to follow throughhelp consumers understand relationships Recover, formulated specifically to replenish on all that your brand represents. Showin its portfolio. While there are plenty of tired bodies and aid muscle recovery. your customers that you’re willing to live,standalone products in the portfolio, the breathe, and name to the promise of yourproducts that are grouped together are the This architecture isn’t just easy; it’s smart. brand. And that means you’ll make long-ones that stand out. The brand uses its naming system to inform lasting — and profitable — connections with audiences that they have very specificIf you’re looking to reverse aging, you’ll find customers who know that you’ll always hydration needs at different points duringMiracle Worker, a line of products including deliver the experience that they expect. ■ their activity, and, thanks to Gatorade’sa Miraculous Anti-Aging Moisturizer, long history with providing athletes withMiraculous Anti-Aging Retinoid Pads, the right fuel for top performance, they’reand a Miraculous Anti-Aging Concentrate. able to simultaneously create desire andDealing with oiliness? Try the Never Let satisfy need.Them See You Shine series. Dry skin?Philosophy provides a solution with 5. et customers guide how they LWhen Hope is Not Enough. choose youPhilosophy borrows from out-of-category Sometimes, your customers are telling youlanguage to create memorable naming the types of names that work best for them —systems that not only clarify relationships
  • 4. Caitlin Barrett Marina SuholutskyCaitlin is a Senior Consultant for Marina is an Associate Consultant inInterbrand New York’s Verbal Identity Interbrand New York’s Verbal Identitydepartment. She develops smart, department. She believes in the powerinsightful creative work that marries of simple, targeted language to captureclients’ brand strategies with their and communicate brand value.needs and goals. With a focus on naming systems andEvery brand has an authentic — and ideation, and a not-so-secret affinity forcompelling — story to tell. By helping spoken word poetry, Marina helps buildclients understand the power of language, brands that speak authentically, actCaitlin connects brands to consumers strategically, and always keep theirwho truly align with their values. audience in mind.Paola NorambuenaSenior Director, Head of Verbal IdentityT: 212 798 7590paola.norambuena@interbrand.com Creating and managinginterbrand.com brand value TM

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