Transcript of "Name Game, Step 1: The Strategic Framework"
By Marianne Moore, Partner, Strategic Services, Stein + Partners Brand ActivationName Game, Step 1: The Strategic FrameworkIn my first “Name Game” post, I outlined the following four core processes fordeveloping optimum names: 1. Establish a strategic framework as defined by both the company’s purpose and the company/product benefit(s). 2. Develop a clear understanding of the target audience’s sensibilities–the key to “connecting” with a name. 3. Undertake a competitive audit. What is the competition doing or not doing? 4. If working within an existing portfolio, conduct brand equity research to understand what value, if any, existing names have.Today I’ll focus on step 1: the strategic framework.The question that everyone asks as they stare at that blank Word file, trying to come upwith a name that captures the excitement and uniqueness of their master brand or of aspecific new product/service, is how do I start? Where do I go for inspiration?Too often, companies jump ahead to the finished house (name alternatives) without firstestablishing a rock-solid strategic foundation. But the strategic foundation is an importantrequisite: It becomes the road map for developing the name, the “true north” that guidesthe process.Whether developing a company master brand or a product/service brand, start first withdefining the company’s purpose in terms of the objective for the new name. 1
Some common examples are: Competitive differentiation Existing positioning reinforcement Positioning pivot Customer engagement Category definition or redefinition Company merger or acquisition All of the aboveOnce a clear objective is determined, it’s essential to determine the best means forcommunicating the company/product benefit or positioning for the name; in other words,what is the core essence the name should reflect? This essence is the true guidepost fromwhich a name is developed. Without this guidepost, naming is just a guessing game.I’ll dive into the remaining steps in future posts.Read more: http://www.cmo.com/branding/name-game-step-1-strategic-framework#ixzz28FLK4FNg 2