This week’s blog advocates an organised approach to developing brand nomenclature.
“So when an angel by divine command
With rising tempests shakes a guilty land,
Such as of late o’er pale Britannia passed,
Calm and serene he drives the furious blast.”
Joseph Addison, The Campaign.
Last week the UK survived its very own ’weather bomb’. Yet unlike it’s predecessors it failed to catch imaginations. Perhaps we’ve been conditioned to expect more fearsome gales, like those described by Joseph Addison above or that depicted by JMW Turner in our title image.
Or perhaps it’s because our tempest was named Brian.
Tremble in its presence.
Now, we have nothing against the name. Clough, Blessed, Wilson – titans everyone. However a swift office straw poll also threw up some fairly ropey associations – the snail, the saviour and a brand of matches (er, that’ll be Bryant, ed.). Of course storm names aren’t tailor-made but allocated from a list. However Brian underlines how unerringly names shape perceptions. Yet creating them isn’t easy. We’ve all suffered the indignity of sitting in the pub until everyone says “yes” to something, W1A style ‘mind-showering’ or simply picking the chairman’s partner/pet/first-born.
That’s why our approach to naming recognizes the importance of both analytical and creative skills in name development. Analytical skills ensure that the correct issues are identified and addressed from the outset. Creative skills unlock the potential within a brand and ensure that all creative opportunities are explored. It also gives consideration to very practical issues such as how does a name roll off the tongue, how does it look physically and simply, does it make you feel good?
We’ve successfully employed it to create names from familiar High Street brands (little Waitrose) to specialist brands (Schroders Private Bank).
If you’d like to know more about our approach to naming just click here to email us.