Words work wonders
New opportunities, new ideas, new horizons. They are at the beginning of new businesses, products and services. New joint ventures, quality standards, features and capabilities, that didn't exist before.
Focus on the brand, not the offering
Especially in the early stages, builders of new brands are much focused on their offering: how it’s different so it will benefit their audience. As a result, names for new offerings often describe exactly that: the offering.
Google was founded as BackRub, being proud of its core technology for analysing backlinks. Senseo was originally called Cafe Crema to put focus on the creamy layer on its coffee. Miro started out as RealtimeBoard.
What few realise, is that this is like parents calling their child Sweety as an official name. Few do that – most parents choose names they hope won’t stand in the way of their kid’s future.
Name your ambition
Good brand names don’t just provide room to mature. Unlike newborns, brands have distinct ambitions and reasons to exist.
Globrands develops positioning, naming and verbal identities with the future in mind, based on verbal brand strategy and keeping a close eye on wordmark availability in the relevant markets.
