视角
Reinvent or Reinforce: Naming a modern offering
执行摘要
命名现代商业时的“要么胆大要么完蛋”法则
Brand names are getting bolder, more evocative and more ambitious. For a new brand to stand out and drive consideration in this new world, its name must work harder than ever before.
New brands are reshaping competitive landscapes and redefining consumer expectations at an accelerating rate. As traditional models are reinvented, so too are the names that define them.
Do we reinvent what our brand stands for with a bold new name, or do we go with a straightforward name that reinforces the brand we’ve already got? Both options are often viable, but each comes with a clear set of implications. Whichever way you go, all-in conviction is required to focus energy, messaging and dollars behind the one brand sent to compete in this high-stakes climate.
This perspective outlines our comprehensive approach to creating brand names that break through.
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Let's talk about brand naming.