changing the way brands name
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The Naming Group is an NYC-based brand naming agency serving global clients across all industries.

It's important business. Because a name doesn't just define a product - it positions it. Touts its relationship with the company that created it, and other products around it. It isn't just a label, but a non-stop brand bullhorn.

To us, "naming" includes deciding on a name. That's why, before creating names, we align with corporate leadership on strategic decisioning criteria. And after creating names, we work side-by-side with our clients to evaluate them against our criteria and select the right one. It seems like an obvious way for a naming agency to behave, but strangely, it's not how most of them do...

An Energy Crisis

Power companies generate a lot of electricity. But if they didn't also offer a way to channel that energy from their plants to your light bulbs and TVs, you'd be a lot less likely to pay them for it.

And yet! Big, innovating companies routinely pay naming agencies to generate long lists of names, without a path to selecting one that will best energize their brands. Without clear-cut communication objectives. With nothing to inform decisions but some creative sparks and gut instincts. You might call it wasted energy. (Or, naming in the dark.)

Re-illumination

Our clients don't hire us merely to create names. They hire us to develop big-picture naming strategy, create names and jointly make decisions that advance their brand.

We become an in-house out-of-house partner: as much expert counsel as we are creatives. We don't only create effective names, but help clients know great names when they see them: guiding the right practices - and creating a culture in their organization - needed to select names with strategic purpose.

It works! Our names consistently broadcast clear, brand-advancing messages. And our client teams enjoy the confidence and convenience of knowing how and why to choose the right brand name.

Memberships

member of wbenc: women's business enterprise national council
member of the naming coterie

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