The document discusses three brand names - Activia, Profile, and Swash - that were developed by different companies, with Activia being a probiotic yogurt brand aimed at an active lifestyle, Profile conveying cutting edge design for GE appliances, and Swash representing a fast cleaning system through word associations. It also provides background on the brand name development process used by the company Brand Acumen, which examines word structures and applies rigorous creative thinking and inspiration from art and philosophy.

1. casestudies
Activia, Profile and Swash:
The Stories Behind the Development of the Brand Names.

2. case studies
activia
The Activia brand identity was
developed to drive strong
association with an active
lifestyle which can be achieved
with the consumption of
probiotic yogurt.
When Danone introduced this
new innovation, they had
conducted extensive research
on how probiotics could benefit
the digestive system.
The morpheme ‘via’ also
suggests ‘on the go’ and
movement. As a neologism,
new brand names that begin
and end with the letter ‘A’ test
best for recognition and recall.
Active probiotics assist digestion
Active, on the
go, healthy
lifestyle
‘via’ connotes
movement,
youth, and
vitality
New names which begin with the letter “A” test best for
recognition and recall. Those new brand names that
begin and end with the letter “A” test best amongst all
names.

3. case studies
swash
Swash is a new cleaning
system for clothes that
incorporates washing,
drying, ironing and dry
cleaning in as little as 10
minutes.
The name, a neologism,
connotes associations
with “swift” and
“washing.”
At five letters it offers
strong alliteration,
recognition and recall.
Connotation of ‘Swish”
Washing
Swift, Speedy
Visual aesthetic of the letter ‘s’ used twice in
this name is associative with the motion of a
washer machine and cleansing movement .

4. case studies
profile
With their new line of appliances
exhibiting cutting edge design
and simple, clean lines, GE
looked to create a master brand
to convey these key attributes.
Longevity of the brand was a
prime goal as GE intended a long
(20years+) lifespan of this master
brand identity.
The ‘Profile’ name captures the
essence of blending artistic detail
with brilliant features. The ‘Pro’
prefix also connotes
‘professional’ as one would
aspire to have a professional
designer to accessorize their
home.
Association of contour, outline
and delineation
Pro infers ‘professional’
And ‘masterful’
‘file’ suggests organization,
uniform arrangement and
styling

5. Coke Life®
Danon Activia®
Coca-Cola Powerade®
Oscar Meyer Lunchables®
Cargill/Coca-Cola Truvia®
Sam Adams Utopia®
Gatorade G2®
Thomas‘ Better Start®
Hormel Compleats®
Pillsbury Funfetti®
Breyers Vivianno®
Trident Layers®
Lean Cuisine Market Creations®
Kraft Mio®
Dove Promises®
Danon Danimals Coolision®
Mountain Dew White Out®
Bird‘s Eye Steamfresh®
Powerade Ion4®
Bacardi Limon®
E.J. Gallo Turning Leaf®
Monster Rehab®
SelectFoodandBeverageNameCreations
case studies

6. Our Creative Inspiration
Inspired by experimental literature and musical composition, we infuse a
culture of innovation and creative inquiry into our process. We seek to
redefine the fundamentals of using art and language as a guide to
develop profound brand identities. Names are just the beginning…
The Science of Language
Our team of lexical engineers examines not just the sound, but the look and
feel of every letter in every word we create. We scrutinize each word’s
structure: from phoneme, to morpheme, to grapheme, to shape. In the
search for the perfect name, we leave no stone unturned.
At Brand Acumen, name creation is
our form of artistic expression.
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our creative thinking

7. our creative thinking
"The limits of my language means the limits of my world."
"Like everything metaphysical the harmony between thought
and reality is to be found in the grammar of the language."
-- Ludwig
Wittgenstein
Many great minds and philosophers have commented on the important role language plays in
forming our thoughts. Some have even declared that language shapes our thoughts entirely.
We at Brand Acumen take these ideas to heart in our belief that a name is the basic unit of you, the
truest essense of a thing because it is a necessity required to shape our understanding of the world
We are not just creating letters on a page, but we are giving life to ideas and steps towards new
frontiers in thought.
We are inspired by those artists, thinkers, and movements with a like- minded mandate, from Dada to
William Burroughs, from Duchamp to Wittgenstein, and we apply our rigorous creative thinking to
every element of our creative intuition.
@
7

8. Brand Acumen
19 Leonard St.
NY, NY 10013
Bill Smith, CEO
(Call Bill. 704.906.3402)
william.smith@brandacumenstudios.com