Brand Acumen Capabilities Presentation

CapabilitiesPresentation

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About Us

Brand Acumen is a global brand naming agency based in New York that specializes in innovative brand name development.

Brand Acumen operates in its Chelsea Market location where we infuse a culture of innovation and creative inquiry into our process.

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Overview At Brand Acumen, name creation is our form of artistic expression.

We redefine the fundamentals of using art and language as a guide to developing profound brand identities.

Bill Smith, CEO1200+ Names800 Clients27 Countries Bill Smith was previously the founder and CEO of

Addison Whitney, which today is one of the leading brand consulting firms in the world.

Beginning in 1991 under Bill’s guidance, Addison Whitney worked with over 800 clients in 27 countries.

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Brand Name Creation

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ClientName Creation

Name Creation

Name Creation

Name Creation

Name Creation

Name Creation

Name Creation

Name Creation

Prisma

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Brand Name Creation

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Client

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ClientName Creation

Name Creation

Name Creation

Name Creation

Name Creation

Name Creation

Previously Un-named Major Satellite Provider

Sapphire

Vivanno

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Brand Name Creation

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Client

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ClientName Creation

Name Creation

Name Creation

Name Creation

Name Creation

Name Creation

PurePower

SeaRam

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Brand Name Creation

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ClientName Creation

Name Creation

Name Creation

Name Creation

Name Creation

Name Creation

Limon

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Xbox – Microsoft

Our Success: Case Study

Creating a brand name for a revolutionary video game console

Microsoft asked us to develop a name that would resonate with gamers around the world and compete against other major industry players such as Sony, Nintendo, and Sega.

From our conversations with Microsoft, this new gaming console was expected to communicate the following attributes to the target audience:

Respondents quickly connected with Xbox, noting that it was ‘easy to say,’ ‘cool,’ and different from other console names.

Element

Cybes Xebo Synsato Exar

Xpulse Tast Vertium-------

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Brand name finalists

We conducted QualiQuantitative Interviews with 200 male respondents (ages 8 to 28) to test the 12 brand name candidates.

Brand name recommendation

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--------- Veom -------- Avelos -------- Cybersant ----- -----Xbox™

Ground-breaking

Adventurous Immersive entertainment Redefine gaming

Addictive Edgy Intuitive

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Escalade – Cadillac/General Motors


Brand name creation for Cadillac’s new luxury entrant to the otherwise rugged SUV market.

Cadillac desired a name that would revitalize the Cadillac brand and develop a single identity that would redefine the SUV market.

The following eight names were developed and evaluated through QualiQuantitative Interviews that specifically included 100 SUV dealers and 100 individuals who had owned an SUV for a minimum of three years.

Patagonia, a legally viable name in the automobile sector, spoke to vehicle ‘ruggedness’ and was recommended for a partnership with the outdoor clothing/gear company of the same name.

Though respondents were not so attracted to the name Evoq, Cadillac later used the neologism (made-up word) for a concept car that later became the CTS.

Terrex referred to ‘terrain’ and ‘extreme,’ and respondents noted it had an ‘x-factor’ that signaled the ‘great unknown’.

Compass evoked a positive response for having an ‘outdoor feel’; the name was later used by Jeep for its compact crossover vehicle.

BackPacker

Fitz Roy Journey Patagonia Terrex

Compass Escalade™ Evoq-------

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Xenical–Roche Pharmaceuticals


Creation of a global brand name for a prescription medication that assists obese patients to lose weight and keep it off.

The primary focus in developing this brand name was ‘subliminal messaging’.

After rigorous global linguistic analysis and trademark screening, we subjected our 12 brand name finalists to a ScoreCard analysis to evaluate the phonetic, aural, visual, and syllabic elements of each name.

To further evaluate the resonance of each potential name candidate, we conducted QualiQuantitative Interviews with 200 respondents including dieticians, physicians, and obese patients.

• Respondents noted that Modese implied a ‘modification to obesity.’• Asatia served as our secondary recommendation, resonating with feelings of ‘satisfaction’ and ‘satiation.’• Respondents quickly connected with Xenical, noting it as efficacious, peaceful, effective, and powerful. Most notably, it is ‘zen-like.’

Asatia

Erastae Lithera Modese Quotra

Arcesa Brevin Destive-------

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Our research revealed the following:


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------- Sylaphe -------- Venix -------- Xenical® ----- -----Zalign

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Our linguistic experts employ theoretical approaches to model brand language in a way that clarifies intuitions about core meanings and explains our creativity behind words without confusion.

As the most integral part of our process, we screen name candidates for legal defensibility and cross-linguistic viability alongside creative generation

Brand Acumen uses a tri-fold approach to creating brand names

Brand Name Development Process

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Landscape Analysis & Review

PHASE 1 PHASE 2

Name Development Market Research Validation

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PHASE 3

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Project Kickoff Competitive ReviewNaming Strategy

PHASE 1Landscape Analysis & Review

Identify and understand existing name strategy,

positioning, market research, potential for growth.

Analyze how competing brands are presented, viewed, named, and accepted in the

target market.

Uncover insights and define objectives with key

project stakeholders.

Our team will ask a battery of questions in order to understand:

What types of messages should the brand portray to existing and

future customers?

Who do you currently consider to be your customer base? The

future customer base?

What type of name do you believe would have the greatest impact

(i.e., descriptive, “made-up,” non-English, and/or a real word)?

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Naming Brief Final Candidate ListName Creation

PHASE 2Name Development

Identify the framework for developing the brand name

candidates, based on the insights from the naming strategy.

Analyze the name candidates with regard to structural analysis, trademark, domain, and common law availability and harvest a short

list of ten to twelve final candidates.

Uncover naming candidates through three separate

iterations of deep source mining and ideation exercises.

A proper name and brand strategy hinges upon discovering the authentic essence and purpose of the brand across all of its receptions—its brand ethos.

Name development will be performed through an iterative process. The first iteration will contain thirty to thirty-five brand name candidates. Our creative team will present each name and identify patterns of words or styles upon which to expand.

We will continue to develop lists of potential brand names until we generate a finalized candidate list of ten to twelve mutually agreed-upon brand names to take into Phase 3.

Our Approach Creative Process

Using a combination of deep inquiry pursuits and ideation exercises, we seed and harvest a short list of name candidates that express the brand’s ethos across a comprehensive range of associations, connotations and evocations, in line with the conceptual target we have established.

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Our comprehensive screening is designed to eradicate conflict with identical or similar marks in relevant trademark classes, based on checks within but not limited to the following trademark databases:

PHASE 2Trademark Checks & Clearance Strategy

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USPTO WIPOEuropean Community

Our team also has expertise in Boolean, Truncation, and Wildcard search techniques to supplement the trademark clearance checks performed through our online database inspection.

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Recruitment QualiQuant Interviews ScoreCard Analysis

PHASE 3Market Research Validation

Identify a sample of 200 key users and

construct a project specific questionnaire.

Uncover user insight on each name candidate by

probing participants during one-on-one interviews.

Provide a quantitative “score” for each of the created brand names.

PHASE 3Market Research Validation

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Xenical9

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56

72 63 60 64

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88

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75

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65

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85

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47

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Scriptability

AuralComprehensibility

Visual AestheticsSyllabic Balance

Phonetic Viability

Evocative Semantics

Durability & Longevity

Ease of Pronunciation

Quantitative Score/100

Gender PropertiesPhonemic Simplicity

Brevin Destive Quotra

ScoreCard Categories

Scriptability

Visual Aesthetics

Phonetic Viability

Aural Comprehensibility

Syllabic Balance

Evocative Semantics


Ease of Pronunciation

Gender Properties

Phonemic Simplicity

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PHASE 3EXAMPLE SCORECARD ANALYSIS

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AccuBrand™ ReportWe analyze our data and present our final recommen-dation in the AccuBrand™ Report, a stacked ranking of the name candidates, from most to least viable.

The AccuBrand™ Report serves as our final client deliverable. This report includes our name recommendation supported by our QualiQuant Market Research data and our ScoreCard Analysis.

The AccuBrand™ Report also includes a stack ranking of all market validated names from most to least viable. All final recommended names in the AccuBrand™ Report are available for client to trademark.

Phonetic ViabilityPhonetic Viability

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Intuitive to spell based on pronunciation

(with slight chance of interpreting “i” as

“e”) and poses little conflict as how to

pronounce based on orthography.


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Closed Syllable coda connotes strong

foundation with potential for

technological extensions. Surprisingly

unique in direct space.

Name Refers to BeverageDifficulty to Pronounce

1 2 3 4 5 6 7 8 9 10Responses 26 11 38 13 20 6 0 0 1 5

0

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Difficulty to Pronounce Calibrium

Yes63%

No37%

Name Refers to a Medical Device Company Interview Breakdown

Loyal Consumers

90

TBD (by client’s request)

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Buyers

90

Sample Analysis

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Testimonial“Since 1995 Bill Smith has done a significant amount of our brand marketing on an outsourced basis. Everything from developing new products, to developing go-to-market strategies, to preparing our annual marketing plan. I would have no hesitation in recommending Bill to any food and beverage company that needs marketing support of any kind.”

Mary Minnick* Chief Marketing Officer Coca-Cola *Listed on Forbes Top 100 Most Powerful Women

Contact UsBill Smith - Chief Executive Officer

Address:

Website:

Email: [email protected]: 212.299.8454

Chelsea Market75 Ninth Avenue, Floor 2RNew York, New York 10011

www.brandacumenstudios.com

Presentations & Public Speaking

Brand Acumen Capabilities Presentation