Great Product Naming Is So Tricky In An AI World

You thought you had the perfect name but no one agrees, packaging is on hold, the name did not clear legal screenings, and the product is being announced at the tradeshow in two months.

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Maybe it’s time for some professional help?
No, not therapy, but a 40 year-old naming agency.

Let’s help you break this down

  • No one can agree on a name

    Naming by consensus sounds like a good idea but is often fraught with problems. To please everyone, you will often end up with the least offensive, most descriptive name. That does not always serve you well.  Those types of names tend to be “yawners.” No real engagement or emotional cachet. Brains naturally resist anything new and different. To overcome this bias, imagination is required. You need to champion new names and provide tag lines, graphic treatments, and explanations to help bring them alive.

  • Packaging is held up waiting on the name

    Once the new name has been finalized, packaging will need a few weeks for full integration. Before finalizing your name, you might want to consider:

    • What is the brand hierarchy on pack?
    • What name is in the “hero” position?
    • Is the new name too long?
    • Does the name work well alongside copy and other names on pack?
    • How might the name be extended in the future with minimal impact on the packaging (there is room for adding “+” but not “Plus” after the name for the enhanced version planned for next year)?

  • Leadership has set an impossible launch deadline

    Doing everything faster than ever before is becoming the new normal for many of our clients. Speed to market may be a critical competitive advantage for you. You don’t want development of your new name to be the reason for a delay. We are used to operating under very tight timinelines. While some steps are tough to shorten like the time required for final legal review, we can help you accelerate almost everything. And we can do this without compromising the final name.

  • Nothing is clearing legal screenings

    In some product categories, legal hurdles can seem insurmountable. There are strategies for overcoming these hurdles including:

    • Slightly tweaking the name’s spelling to provide more differentiation
    • Adding your masterbrand as the first word of your new name
    • Filing for registration through WIPO vs. a particular country’s governmental trademarking agency
    • Disclaiming exclusive use of a particular part of your new name
    • Filing on the Supplemental vs. the Primary Trademark Register

Expand your thinking and check out our services

Take a look at how we tackle naming projects.

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Glowing Reviews

  • The NameStormers team has a broad set of backgrounds, allowing them to draw from a lot of experience.

  • When it comes to creating a name in a logical way, NameStormers is the best.

  • Their flexibility and professionalism set them apart from other vendors.

  • Their ability to do consumer testing and give us that insight into what consumers think (was critical).

  • NameStormers went above and beyond to help the business select a suitable name while taking into consideration the trademark risks.

  • In the end, they felt confident that they had the best names for their product.

  • They save you a lot of time by pre-vetting names with their own trademark issue elimination process.

  • The thing I found most impressive about their company was the amount of true experience they had in the industry

Our work speaks for itself

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