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| "Thank
you so much for bringing us to the most perfect name for our agency."
...A.M. |
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Naming
is like mining for diamonds:
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You have to know where to dig.
- You
have to move a lot of dirt.
- You
have to sort and sift.
- You
have to polish and promote.
All
this and more in order to find the perfect diamond for
a given person - or the perfect name for a particular
company or product.
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Brighter
Naming can guarantee results for a fixed price because we
have proven methodologies developing lots of names, sorting
through them, searching and checking, and for bringing management
teams to consensus. You wouldn't set out to explore the world
without a map, a plan, and an experienced guide. So why would
you set out to explore the world of names without a procedure
and a plan?
Naming
is a creative science - not a creative art. It is both left
brain and right brain (See Brains
for more details). We drive creativity and decision making
via a procedural method to ensure convergence. Just like we
used to drive software systems many years ago. There is still
plenty of room for the individual nuances, ideas and styles,
as long as the whole team focuses on the final goal and project
deadlines.
The
days of a magic name jumping off the page are long gone. As
are the days of doodling with a fat pencil and a dictionary.
Not to mention having round table brainstorming sessions.
Almost by definition, the names that will be recalled in these
old methodologies will be taken - that is why they are known
after all!
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While
each project is slightly different,
here is the basic naming framework we work from:
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| 1 |
Personality
and marketplace research |
Naming
team members complete questionnaire and provide all pertinent
marketing data. |
| 2 |
Kick
off (1/2 hr)
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Team
interviewed by Brighter Naming and briefed on process and
any unanswered issues. |
| 3 |
Master
generation |
Name
brief is sent to proven namers, and hundreds of fresh names
are generated (typically over 700 for a new company name).
We use male and female, local and international, east and
west coast on all full-service projects. Plus we have thousands
of names, roots, themes and concepts in our name database
to draw from. |
| 4 |
Initial
sort and search |
Project
lead sorts and selects, with very provisional checks, 120+
names for initial list. |
| 5 |
First
naming meeting (1.5 hrs) |
Initial
list presented. Meeting facilitated to narrow down to 30 or
so, along with roots/tones/themes for further exploration. |
| 6 |
Search
and regeneration |
Surviving
names are checked more closely for registered and common law
trademark usage. Specific new checked names added as well. |
| 7 |
Second
naming meeting (1hr) |
Quarter
final names presented with provisional checks and meanings.
Facilitated to converge on 10 or so names for semi final list. |
| 8 |
Thorough
search of semifinal names, plus initial linguistics |
Brighter
naming will perform a very comprehensive double check of all
names that have survived so far, as well as provisional linguistics
on any names that do not have directly obvious roots and meanings. |
| 9 |
Semi
final naming meeting (1hr) |
Semi
final names presented with comprehensive checks, and facilitated
to narrow down on final 3 name candidates. |
| 10 |
Final
name checks |
Top
3 names are sent for outside comprehensive legal reports and/or
to your legal counsel. Full linguistics and phonetics reports
are developed in top business languages of the world for coined
words. |
| 11 |
Final
name selection (1/2 hr) |
All
reports are presented and reviewed, and naming committee selects
winning name. |
| 12 |
New
name process and launch |
Brighter
Naming provides written recommendation on how to register,
use and launch the new name once approved by your legal counsel. |
A
streamlined naming process - 3 weeks (or less) start to finish!
| Options: |
Competitive
Name Analysis |
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Matching
Tagline
Development |
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We'll customize this process and list it in our detailed proposal
specifically for your project, and revisit it at the kickoff meeting.
We will do the "heavy lifting" of generating hundreds
of names and all the searches. We've streamlined the paperwork,
but we still need your management team together a few times to debate,
discuss and vote on favorite names. We'll facilitate all the meetings
on site or on a conference call. We'll do all the preliminary legal
checks, arrange detailed legal reports, and complete all the necessary
linguistics you need. And rework or skip a step as needed.
Please
see Consulting
and Other Services if you also need help with branding,
positioning, logo, identity, P.R., collateral, web development,
name launch, etc.
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