Constellation Brands Case Study Presentation

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Overview At Brand Acumen, name creation is our form
of artistic expression.
We redefine the
fundamentals of using
art and language
as a guide to developing
profound brand identities.
Bill Smith, CEO1200+ Names
800 Clients
27 Countries Bill Smith was previously the founder and CEO of
Addison Whitney, which today is one of the leading
brand consulting firms in the world.
Beginning in 1991 under Bill’s guidance, Addison
Whitney worked with over 800 clients in 27 countries.

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Our Success: Name Creations
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Brand: Limon Brand: Wildcat
Brand Name Creation Brand Name Creation

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Our Success: Name Creations
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Brand: Icehouse Brand: Purple Haze
Brand Name CreationBrand Name Creation

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Our Success: Name Creations
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Brand: Turning-leaf Brands: Woodford Reserve
Brand Name Creation Brand Name Creation

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Our Success: Name Creations
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Brand: Hi Dry Brand:Blue light
Brand Name Creation Brand Name Creation

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Our Success: Name Creations
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Brand: Breezer
Brand Name Creation
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Brand: Becherovka
Brand Name Creation / Brand Positioning

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Brand Acumen Conducted a
Whitespace Innovation Study for
Havana Rum. The Focus of this
Study was to Identify Ultra Premium
Opportunities in Global Markets.
The Results was the Creation
of Maximo Extra Anejo, an Ultra
Premium Extra-Aged Rum.
Brand Acumen was Engaged by
Jim Beam to Conduct a Whitespace
Innovation and Combinatorial
Ideation Study to Identify New
Ingredient and Product Position
Opportunities within Bourbon.
The Result Was the Creation and
Launch of the Red Stag Brand.
Brand Acumen was Engaged by
Bacardi to Conduct an Emerging
Markets Innovation Study of the
Ready Made Spirits Segment.
The Result was the Creation and
Identification of the Bacardi Party
Drinks Portfolio of Products.
Brand Acumen was Engaged by
MillerCoors to Conduct a Voice of
the Customer and Combinatorial
Ideation Study to Uncover New
Opportunities in the Beer Category
with a Focus of Flavor. The Result
was the Creation and Launch of
Miller Chill.
Our Success: Innovation

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Xbox – Microsoft
Our Success: Case Study
Creating a brand name for a revolutionary video game console
Microsoft asked us to develop a name that would resonate with gamers around the
world and compete against other major industry players such as Sony, Nintendo, and
Sega.
From our conversations with Microsoft, this new gaming console was expected to
communicate the following attributes to the target audience:
Respondents quickly connected with Xbox, noting that it was ‘easy to say,’ ‘cool,’ and different from other console names.
Element
Cybes Xebo Synsato Exar
Xpulse Tast Vertium-------
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------- -------- --------
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Brand name finalists
We conducted QualiQuantitative Interviews with 200 male respondents (ages 8 to 28) to test the 12 brand name
candidates.
Brand name recommendation
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------- Veom -------- Avelos -------- Cybersant ----- -----Xbox™
Ground-breaking
Adventurous Immersive entertainment Redefine gaming
Addictive Edgy Intuitive

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Our linguistic experts employ theoretical approaches to model brand
language in a way that clarifies intuitions about core meanings and
explains our creativity behind words without confusion.
As the most integral part of our process, we screen name candidates for
legal defensibility and cross-linguistic viability alongside creative generation
Brand Acumen uses a tri-fold approach to creating brand names
Brand Name
Development Process
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Landscape Analysis & Review
PHASE 1 PHASE 2
Name Development Market Research Validation
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PHASE 3

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Project Kickoff Competitive ReviewNaming Strategy
PHASE 1
Landscape Analysis & Review
Identify and understand
existing name strategy,
positioning, market research,
potential for growth.
Analyze how competing
brands are presented, viewed,
named, and accepted in the
target market.
Uncover insights and
define objectives with key
project stakeholders.
Our team will ask a battery of questions in order to understand:
What types of messages should
the brand portray to existing and
future customers?
Who do you currently consider
to be your customer base? The
future customer base?
What type of name do you believe
would have the greatest impact
(i.e., descriptive, “made-up,” non-
English, and/or a real word)?

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Naming Brief Final Candidate ListName Creation
PHASE 2
Name Development
Identify the framework for
developing the brand name
candidates, based on the insights
from the naming strategy.
Analyze the name candidates with regard
to structural analysis, trademark, domain, and
common law availability and harvest a short
list of ten to twelve final candidates.
Uncover naming candidates
through three separate
iterations of deep source
mining and ideation exercises.
A proper name and brand strategy hinges upon
discovering the authentic essence and purpose of
the brand across all of its receptions—its brand
ethos.
Name development will be performed through an iterative
process. The first iteration will contain thirty to thirty-five brand
name candidates. Our creative team will present each name and
identify patterns of words or styles upon which to expand.
We will continue to develop lists of potential brand names until
we generate a finalized candidate list of ten to twelve mutually
agreed-upon brand names to take into Phase 3.
Our Approach Creative Process
Using a combination of deep inquiry pursuits and ideation exercises, we
seed and harvest a short list of name candidates that express the brand’s
ethos across a comprehensive range of associations, connotations and
evocations, in line with the conceptual target we have established.

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Recruitment QualiQuant Interviews ScoreCard Analysis
PHASE 3
Market Research Validation
Identify a sample
of 200 key users and
construct a project specific
questionnaire.
Uncover user insight on
each name candidate by
probing participants during
one-on-one interviews.
Provide a quantitative
“score” for each of the
created brand names.
PHASE 3
Market Research Validation

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Xenical
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72 63 60 64
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Scriptability
Aural
Comprehensibility
Visual Aesthetics
Syllabic Balance
Phonetic Viability
Evocative Semantics
Durability &
Longevity
Ease of
Pronunciation
Quantitative
Score/100
Gender Properties
Phonemic Simplicity
Brevin Destive Quotra
ScoreCard
Categories
Scriptability
Visual Aesthetics
Phonetic Viability
Aural Comprehensibility
Syllabic Balance
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
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PHASE 3
EXAMPLE SCORECARD ANALYSIS

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AccuBrand™ Report
We analyze our data and present our final recommen-
dation in the AccuBrand™ Report, a stacked ranking of
the name candidates, from most to least viable.
The AccuBrand™ Report serves as our final client deliverable. This report
includes our name recommendation supported by our QualiQuant Market
Research data and our ScoreCard Analysis.
The AccuBrand™ Report also includes a stack ranking of all market
validated names from most to least viable. All final recommended names in
the AccuBrand™ Report are available for client to trademark.
Phonetic
Viability
Phonetic
Viability
9
Intuitive to spell based on pronunciation
(with slight chance of interpreting “i” as
“e”) and poses little conflict as how to
pronounce based on orthography.
Durability
& Longevity
9
Closed Syllable coda connotes strong
foundation with potential for
technological extensions. Surprisingly
unique in direct space.
Name Refers to BeverageDifficulty to Pronounce
1 2 3 4 5 6 7 8 9 10
Responses 26 11 38 13 20 6 0 0 1 5
0
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15
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35
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Difficulty to Pronounce Calibrium
Yes
63%
No
37%
Name Refersto a Medical Device
Company Interview Breakdown
Loyal Consumers
90
TBD (by client’s request)
20
Buyers
90
Sample Analysis

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Testimonial
“Since 1995 Bill Smith has done a significant amount of our brand
marketing on an outsourced basis. Everything from developing new
products, to developing go-to-market strategies, to preparing our annual
marketing plan. I would have no hesitation in recommending Bill to any
food and beverage company that needs marketing support of any kind.”
Mary Minnick* Chief Marketing Officer
Coca-Cola *Listed on Forbes Top 100 Most
Powerful Women

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Contact Us
Bill Smith - Chief Executive Officer
Address:
Website:
Email: william.smith@brandacumenstudios.com
Phone: 704.906.3402
19 Leonard St.
1W
New York, NY 10013
www.brandacumenstudios.com