Puron

Environmentally Friendly Refrigerant

United Technologies, an Indianapolis based manufacturer of Carrier and Bryant air conditioners and furnaces, recruited NameStormers to brand an environmentally sound Freon® replacement. Freon is being eliminated from air conditioners over the next few years because of environmental worries such as global warming. This project presented some interesting naming challenges:

1) United Technologies wanted the new name to sound similar to Freon;

2) It had to be easy for their retail dealers to explain to their customers;

3) The name needed to be short enough to provide a "billboard effect" on the sides of their trucks;

4) The new name needed to sound greener and more environmentally friendly than the current Freon brand name.

NameStormers developed numerous name candidates, prescreened each for potential trademarks and presented those that passed to United Technologies. United Technologies selected Puron as the new name. The name was easy to spell and say, had the same number of letters as Freon and had the same "-on" ending, making it easier for retailers to explain to customers. In addition, the "Pur-" root sounded consumer friendly, environmentally correct and connoted to consumers a clean and safe refrigerant.

Puron worked on multiple levels with consumers and helped United Technologies establish a strong, memorable brand name that is giving Carrier air conditioners a competitive point of differentiation in the marketplace.