NAMING
A name is more than a melodic word – it is the verbal expression of your company and its performance. The name conveys your identity to your customers. By triggering the correct associations, it is the door-opener, sympathetic figure and the key to an intensive bond to your company. Good names are concise. Ideally, they should be short, attract attention and be linguistically faultless. False associations can be very damaging, especially for international companies. Therefore, a cultural and linguistic check is increasingly relevant.
SOLUTIONS develops names in iterative processes. With creative support from different disciplines, marketing specialists and linguists, we develop theme routes in international teams for names that associatively express the brand positioning. The first name concepts are checked in several iteration-steps and filter processes for their suitability. If they do not sufficiently meet the requirements, new routes and names are integrated in the process and refined further. The result: successful and attractive names.
CLAIM DEVELOPMENT
The name is your first contact, the claim gives it additional meaning. It supports the positioning and underlines the brand philosophy. Depending on its function, the claim can emphasise – rationally or emotionally – the performance promise or benefit. The claim can appear as challenging, animated or have a purely explanatory function. The brand definition stands at the beginning of the claim-process. Based on this, SOLUTIONS experts in brand strategy, text, linguistics, design and trademark law develop a concise, memorable, long-lasting and differentiating wording that will be understood from its target group.
Participants are assembled according to their interests and specialities as well as, if necessary, according to their native languages. In doing so, they can develop different and unusual messages. In order for claims to function worldwide, they are checked linguistically (phonetics, speech melody, pronunciation and understanding) and are legally checked in the languages/countries defined.
