A History of Unforgettable Names
Every name is a solution to a problem. Every name is unique. Each project is different. But all possess a distinct challenge. We harness the best talent and technology to deliver unrivaled:
- Nomenclature strategy
- Brand Strategy
- Global Market Research
- Linguistic Screening
- Tagline Development
Here are some of our Unforgettable solutions:
Challenge: Develop a sub-brand to represent a new gum targeted at teens.
Solution: Nametag® developed the name I.D. to reflect individuality and to create emotional resonance with the teen segment looking for self-expression.
Challenge: Develop a global brand to represent a new, agile cruise line that appeals to the upscale traveler interested in sailing to exclusive destinations. The cruise line is owned by Royal Caribbean and Celebrity Cruises.
Solution: Nametag® created the name AzamaraSM to conjure imagery of luxurious journeys around the world. AzamaraSM was derived from the name of a star, Acamar, which means the river’s end, azure, and also from mar, translated to mean sea.
Senior Vice President, Celebrity Cruises
Challenge: Develop a sub-brand name for a microwave popcorn bag that turns into a bowl.
Solution: Nametag® developed the name Pop Up Bowl™ for Orville Redenbacher’s to convey the simple convenience and innovation of the popcorn bag transforming into a shareable bowl.
Director Innovation Marketing - ConAgra Foods
Challenge: To develop a new corporate identity for a first-of-its kind, billion-dollar, healthcare organization created as a result of the integration of multiple healthcare entities.
Solution: Nametag® created the Allina Health System® brand to project an image of scope and strategic alignment and to reflect the organization’s core mission.
CEO - Allina Hospitals & Clinics
Challenge: Develop a name for a line of mobile storage containers.
Solution: Nametag® developed the name Anything GoesTM to emphasize the mobility of the line and range of product solutions for consumers to choose from to meet their needs.
Challenge: Develop a name for a line of children’s clothing from Carter’s, sold exclusively at Wal-Mart.
Solution: Nametag® developed the name Child of Mine™ to convey the warm relationship between parent and child, and to create a proprietary feeling for the brand.
Marketing Team - Carter’s
Challenge: To create global brand names to represent the next generation of Claritin® allergy medication.
Solution: Nametag® developed the name Clarinex® to provide a seamless message of the next generation version of the highly effective Claritin® product. The name Aerius® was created as the global brand name to be used outside of the United States to convey the primary benefit of a clear airway.
New Products Team - Schering-Plough
Challenge: Develop a family of global names for Boston Scientific cardiac rhythm management line of devices.
Solution: Nametag® created the global brands COGNIS™ and TELIGEN™ to deliver an image of smart innovation and distinctiveness for the physician and patient marketplace.
Marketing - Boston Scientific Corporation
Challenge: Develop a name to reflect the evolution and growth of Admission Possible.
Solution: Nametag® developed the name College Possible™ to convey the idea that the organization goes beyond admission to college, rather to all of the things that are made possibly by being admitted to, attending, and graduating from college.
Challenge: To create a brand that stimulates interest in vaccine usage protocol.
Solution: Nametag® created the names Decavac™ and Tenivac™ to send a message to the medical community that would highlight the importance of administering a booster vaccine every ten years.
Challenge: Develop a brand name to represent a new fiber health product.
Solution: Nametag® developed the name FiberChoice™ to convey consumer freedom to fill the fiber gap. FiberChoice™ is literal and memorable.
Challenge: Develop a name for an online shopping site that is all about choice—great brands, thousands of products, and three ways to pay for customers that need flexibility in their budgets.
Solution: Nametag® created the brand Gettington.comSM to express the idea that you can “get” what you need on your terms, while creating a feeling of energy and fun.
Marketing Director - Bluestem Brands, Inc.
Challenge: Rename the Global Holidays travel organization.
Solution: Nametag® developed the name Go Next™ to represent the unique travel programs Go Next™ offers to organizations. The name inspires the expression "Where do you want to Go Next"?
President - Go Next
Challenge: To develop a brand name for a fully recyclable computer that uses 50% less energy and 66% less parts, with no compromise in performance.
Solution: Nametag® created the name GreenEye™ to clearly position a new sustainable technology. GreenEye™ conveys eco-consciousness (green=environmentally friendly) combined with a unique treatment of technology (eye=i, technology).
President, Global Business Development - Materials Processing Corporation (MPC)
Challenge: To create a new name to represent Imation’s new global technology that provides a unique layer of protective coating for CD and DVD media designed to resist scratches and scuffs, static and dust, smears and fingerprints.
Solution: Nametag® created the name ForceFieldTM to communicate the powerful protective qualities of the technology.
Marketing Director - Imation
Challenge: Help Imation select a long-term brand tagline to represent the acquired TDK brand.
Solution: Nametag® worked with the Imation team to develop, evaulate and select a long-term tagline to represent the re-launch of the brand.
Business Team - Imation
Challenge: Develop a memorable brand for an innovative birth control pill designed to allow women to control menstruation.
Solution: Nametag® created the brand Lybrel™ to reflect vibrancy, freedom and contemporary health management. It speaks to women who desire to make their own health decisions and who are open to new and better ideas.
Women’s Health Marketing - Wyeth
Challenge: Develop a name for a new high performance alfalfa product that maximizes forage quality and yield from start to finish.
Solution: Nametag® developed the name NEXGROW™ to capture the essence of growth and state of the art performance. The name NEXGROW™ conveys a forward-looking impression.
Challenge: Develop a brand for a patient transfer device.
Solution: Nametag® developed the name On3™ to represent the ease with which healthcare workers can transfer patients from bed to cart. The name is based upon the "real life" hospital terminology setting.
Challenge: Develop a brand for 3M's new comprehensive line of pet care products.
Solution: Nametag® developed the name PruvenTM to represent the proven quality and innovation of 3M products.
Challenge: Develop a name to identify the compound that will help food manufacturers achieve significant sodium reduction (25-50%) in salted snacks, soups, processed meats, sauces and other processed foods while maintaining great taste.
Solution: Nametag® created the brand name SaltWise™ to convey the benefit of significant sodium reduction while reinforcing the great taste.
Marketing Team - Cargill
Challenge: To extend the Jos. A. Seagram Captain Morgan brand into the white rum segment in order to build a new market share within a rapidly growing segment.
Solution: Nametag® created the name Parrot Bay™ to capture the essence of the brand positioning platform “vacation in a bottle.” The brand represented one of the most successful new product launches by Seagram's.
Challenge: Develop a sub-brand name for a butter-based sauté meal starter.
Solution: Nametag® developed the sub-brand Sauté ExpressTM to convey the fast convenience of a speed scratch dinner solution for busy cooks.
Challenge: Develop a name for a family hair salon. The brand is used within Wal-Mart nationally.
Solution: Nametag® created the name SmartStyle™ to project an image of a savvy consumer choice that speaks to the target market.
Brand Director - Regis Corporation
Challenge: Develop a brand name that dynamically communicates the power of a highly-caffeinated, coffee shot product to the male 18+ target market while working within a very small packaging parameter.
Solution: Nametag® created the name STOK™ to convey a masculine energy that speaks directly to the target market.
White Wave Foods Marketing
Challenge: Develop a name for a new technology for infrared sensing.
Solution: Nametag® developed the name Tamarisk™ to reflect market differentiations. The
name is unique and lends itself to future product technology expansion.
Senior Director, Marketing & Communications - DRS Technologies
Challenge: Develop a sub-brand name to represent a unique new cough drop from HALLS that provides a unique warming comfort benefit.
Solution: Nametag® developed the sub-brand name "Warm-Ups" to reflect the innovative warming benefit. The brand Warm-Ups connects to the consumer's need for emotional and physical warmth when feeling under the weather.
Challenge: Develop a new corporate name for agronomy and seed experts partnering to provide crop protection knowledge to customers and growers.
Solution: Nametag® created the brand WinField Solutions™ to reflect an image of a
winning combination, both for the partnership and for clients.
General Manager - WinField Solutions™
Challenge: Develop a name for a line of premium house stains from Sherwin Williams.
Solution: Nametag® developed the name WoodScapes® to reinforce the product benefits of protection and the ability to enrich the wood’s natural texture and grain.
Challenge: Develop a global brand name for a new cholesterol reduction drug from Merck and Schering-Plough. Zintrepid® represents an important new treatment alternative for elevated cholesterol. Now physicians and patients have a powerful option to treat the two sources of cholesterol in one tablet.
Solution: Nametag® created the name Zintrepid® brand to bring to life a tonality of the speed and effectiveness of the compound.
New Products Team - Schering-Plough
Challenge: Help Schwan's understand potential opportunities for utilizing the brand Bon AppetitTM.
Solution: Nametag® utilized our EquiTestTM audit to measure the communicative values of the name Bon AppetitTM gaining understanding of the brand's imagery and associations to assist in brand utilization.