The Need
SK C&C USA, a subsidiary of the $65 billion South Korean SK telecom giant, came to NameStormers needing a new master brand and naming architecture, including the development of key family sub-brand names. The new names and architecture needed to span all of SK’s mCommerce apps for every supported platform and work well in selected languages. They also needed to engage customers in the B2B space while sounding solid, reliable, and relevant.
The Name
NameStormers developed Corfire as the over-arching masterbrand. “Cor”, as in central and essential + “fire” for rapid deployment, power and action. The “cor-” prefix was then used to build out sub-brands like CorPay, Cor360 and CorTrust.