Naming and naming architecture have never been so important to refocus and grow business in the market’s jungle.

Naming is a trade-off between functional and emotional meaning, short-term understanding and long-term equity. A kind of new name generation has recently flourished, introducing wit and intrigue (The Kooples, Mama Shelter Hotels, Monkey Shoulder Malt…), and successfully starting to tell Brand stories in non-conventional ways.

Naming architecture structures any Brand portfolio, either product or service led, BtB or BtC. It brings clarity, hierarchy and coherence. The age of overwhelming sub-branding is over for all industries and the majority of naming architecture is now streamlined and simplified.

Our expertise is two-fold:

  • evaluating existing naming (architecture), recommend and optimize
  • creating new names before a design process

Dior, LVMH, The Body Shop, Lindt, Yoplait, Monoprix, SEB group & start-ups have received this expertise.