Why should you name? And what kind of name will work hardest for your business? Naming isn’t just a creative exercise. It’s a strategic weapon for seeding your differentiation with prospects. It’s an expression of who you are, and the start of an experience. These slides give a quick overview on why naming is important and should be considered critical to executing your strategy and position in the marketplace.

1. Make A Name
For Yourself.

2. Triggers
for Naming
New company
Product development
Entering new category
Portfolio alignment
Portfolio extension
Addressing new target segments
New feature or capability
New version of a product or service
New service or program
Merging offerings
Re-energizing alongside a meaningful
change for the market
Acquisition
Mergers

3. Where
do you
fit in?

4. Game changing names are 90% strategy.

5. Names often don’t standalone, and therefore carry more risk.
Standalone name Within a Portfolio
Equity and revenue at stake
• Is it master branded? Why/why not?
• Is it a ‘lighthouse’ in the portfolio? For what?
• What does this name need to do for future revenue?
Not as risky

6. Choosing when (& when not) to TM is part of being strategic.
Generic SuggestiveDescriptive FancifulArbitrary
LOW HIGHAbility to own and protect
LOW HIGHInvestment required
HIGH Immediate customer understanding LOW
HIGHLOW Differentiation
TMNO TM

7. A smart process gets beyond the obvious.
Threeweeks

8. “Northbound has a naming process that exceeds z– they are truly a strategic partner, helping us understand
the criteria, implications and considerations needed to craft names that don’t just sound great, but deliver
against our business goals.”
- Marketing Strategy Manager, Safeco Insurance
“Northbound brings a great combination of analytics and creativity to the assignment. They understand our
customers, the challenge and their work has helped shape our marketing for 2016 and beyond.”
- CMO, Sysomos
“Northbound’s team is truly outstanding for naming and brand strategy. I was impressed with their
creativity, speed and agility to get up to speed on technically complex products and services.”
- General Manager, Microsoft Cloud & Enterprise Services

9. Some of our naming clients.

10. Looking for a new strategic weapon in your marketing?
To understand more about naming
206.595.3100
info@northboundbrand.com