Outreach & Environmental Names

Published October 12, 2014
Categories: Best Names | Bombshell | Differentiators | Featured Article | naming pioneer | Naming Strategy | Naming Tips


In this day and age of people giving back to their communities, it is refreshing to find companies doing the same. Corporate images are changing for the better as companies of all sizes find ways to “go green” or help kids or even third world countries. And, of course, these outreach and environmental programs need memorable names too.

tires4ward

Bridgestone is one such forward-thinking company. Their vision of a waste-free tire industry is directly supported with their TIRES4WARD program. When Bridgestone America sells a new tire, they ensure that a used tire is recycled or reused. It was important to them that the name of this program was as innovative as their approach … not just another tired, “green” name. NameStormers developed a full menu choices from which they selected TIRES4WARD.

Another company, Innovari, a leading innovator in the power utility industry, developed a new nonprofit program that would benefit schools and kids in local communities. They chose “Plugged Into Kids” after evaluating many of our other alternatives as one of the more engaging names.

“Plugged into Kids™ (is) a nonprofit organization that provides funding to other non-profits tackling the biggest challenges facing children. Not only do we make it easy for utilities and their customers to contribute, but we make it a smart financial decision. Plugged into Kids offers participating utilities and their customers opportunities to fund:

  • Community Programs, including science centers, museums, recreational centers, educational facilities, and more.
  • Educational Programs, including computer labs, after-school programs, and tutoring.
  • Community Awareness and Outreach Programs, including health and wellness, children’s hospitals, environmental awareness, and even energy awareness.”

Other company initiatives, like Toyota’s Eco-VAS (Vehicle Assessment System) might leave you thinking “what the heck?” or the Ford Sustaipluggedintokidsnability program might elicit a yawn. Then there are more technical names like the Carbon Disclosure Project (CDP) or the Global eSustainability Initiative (GeSI) which might sound a bit esoteric to many.

We believe that social or environmental initiatives with more inspired names, like Chevron’s Human Energy®, Starwood Hotels’ Check Out for Children™ or Bank of America’s Green Bonds are likely to generate more buzz. Other companies we work with participate in programs with longer names like Cell Phones for Soldiers, the Global Water Challenge or Clear into the Future® that are more suggestive and can “hit the ground running” without much of an ad budget. Even names like Ritz-Carlton’s Volunteaming which take two familiar words and combine them in a new but understandable way can help differentiate this program from the crowd. And another popular naming trend is to combine a brand name with a single word following it, like Hyatt Earth or Hyatt Force. While this style of name is not as descriptive as most of the others cited above, it leverages the masterbrand while keeping the name short and punchy.

A great program with a great name can give companies a big PR boost in this climate of social change and environmental activism.




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THORN Americas

I received your presentation booklet for our new car concept—I looked through it and want to compliment you on an outstanding job. The names you have developed will be terrific starting points for us as we move our project forward. We will not hesitate to use your firm again. Mike Suchstand – Vice President, Strategic … read more


Major Global Tire Company

I want to thank you very much for your team’s effort on this project. You all worked very quickly and gave us excellent direction. I am sure many hours were spent in developing the many name lists you presented us. Your added value enabled us to move forward with a name consumers preferred over the … read more


Merck

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Intuitive Edge

I wanted to thank you and the NameStorming team for your great effort in helping me find a name for the company and our first product…starting a new business is quite a sizeable undertaking so knowing a competent team was tending to the name issues was a relief. We love the (company) name. We are … read more


Dow Chemical

The naming industry landscape is littered with agencies that make the process seem onerous and intimidating. They tout their unique proprietary processes, advanced research and ideation tools, etc. And then they tell you it’s going to take months and months. Ugh. With Mike and NameStormers, you get a team focused on results. Their approach is … read more


Design North

I have hired Mike to do naming projects for several of our clients. Naming can be a difficult area for many companies and Mike does a great job walking people through the process and making them feel comfortable. One of his strengths is his ability to ask the right questions to really understand the problem … read more


Centex Home Equity

Mike, Thanks for the quick turn around time. I appreciate all you have done to help us with name, logo and tagline. Some great work! Rob Greenbaum – Senior Vice President – Marketing – Nationstar, formerly Centex Home Equity


Puget Sound

Thank you for your excellent work, great customer service, and fast turnaround. I’d be happy to provide references for you. We decided on Alliant as a good tie to the corporate name: Virginia Mason-Group Health Alliance, Inc. And we’ve got two Alliant Health Plans, Plus which is a point of service plan, and Select for … read more


Stone Trust

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