Brand Acumen is a branding and naming consultancy firm led by CEO Bill Smith that has created over 1200 brand names for 800 clients in 27 countries, using a proprietary three-phase process involving landscape analysis, name development through ideation and testing, and market research validation to identify the optimal brand name recommendation. They have helped name major brands like Xbox, Escalade, Pavilion, and Viagra.
Drupal Case Study - Sydney Living Museums #dsw2014Daniel Tome
Case study for the build of Drupal 7 website for Sydney Living Museums by Bullseye digital. Delivered at Drupal South Wellington 2014 - http://bullseye-digital.com http://sydneylivingmuseums.com.au
Drupal Case Study - Sydney Living Museums #dsw2014Daniel Tome
Case study for the build of Drupal 7 website for Sydney Living Museums by Bullseye digital. Delivered at Drupal South Wellington 2014 - http://bullseye-digital.com http://sydneylivingmuseums.com.au
To understand the magnitude of branding I have developed a brand integration model and a survey structure. To give it head and tail I have preparred a short powerpoint slideshow explaining a little bit more about the model and it's structure.
FREE BUSINESS PLAN TEMPLATE IN ENGLISH
De Micco & Friends is highly experienced in proving, analyzing and developing of business plans and investor presentations. Here you can download the newest business plan templates as a Microsoft Power Point Presentation for free. The template is also available in German and Spanish.
More information and support you will get at http://www.demicco.ch/businessplan.html.
To understand the magnitude of branding I have developed a brand integration model and a survey structure. To give it head and tail I have preparred a short powerpoint slideshow explaining a little bit more about the model and it's structure.
FREE BUSINESS PLAN TEMPLATE IN ENGLISH
De Micco & Friends is highly experienced in proving, analyzing and developing of business plans and investor presentations. Here you can download the newest business plan templates as a Microsoft Power Point Presentation for free. The template is also available in German and Spanish.
More information and support you will get at http://www.demicco.ch/businessplan.html.
Brand Acumen By The Numbers. Brand Acumen, the world leader in Brand Name Development. We have crafted names that have generated more revenue for our clients than any name development firm in history.
Regulatory and Linguistic Analysis For a New Proprietary Drug NameBrand Acumen, LLC
Brand Acumen's Regulatory and Linguistic Analysis For a New Proprietary Drug Name. A look into what goes into the creation of a new pharmaceutical name. A Case Study: Janage
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
2. 3
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.
3. 4
Our Success: Name Creations
------------------------------------- -------------------------------------
Brand: Pavilion Brand: Viagra
Brand Name Creation Brand Name Creation
4. 5
Our Success: Name Creations
------------------------------------- -------------------------------------
Brand: Escalade Brand: Profile
Brand Name CreationBrand Name Creation
5. 6
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-------
------
------
------- -------- --------
--------
--------
----- ----- -----
----- ---------------
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
------
------
------- Veom -------- Avelos -------- Cybersant ----- -----Xbox™
Ground-breaking
Adventurous Immersive entertainment Redefine gaming
Addictive Edgy Intuitive
6. 7
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
---------
---------
---------
---------
Landscape Analysis & Review
PHASE 1 PHASE 2
Name Development Market Research Validation
---------
---------
PHASE 3
7. 8
------------------------------------------------------------------------------------------------------------------------------------------------------------
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)?
8. 9
------------------------------------------------------------------------------------------------------------------------------------------------------------
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.
11. 12
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
5
10
15
20
25
30
35
40
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
12. 13
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
13. Contact Us
Address:
Website:
Bill Smith - Chief Executive Officer
Email: william.smith@brandacumenstudios.com
Phone: 704.906.3402
Spring Place
6 St. John's Street
New York, NY 10013
www.brandacumenstudios.com