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Adobe name development presentation

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Adobe Name Development Presentation

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Adobe name development presentation

  2. 2. 3 PRESENTATION PREPARED FOR 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+ Names 800 Clients 27 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.
  3. 3. 4 PRESENTATION PREPARED FOR Our Success: Name Creations ------------------------------------- ------------------------------------- Brand: Pavilion Brand: Viagra Brand Name Creation Brand Name Creation
  4. 4. 5 PRESENTATION PREPARED FOR Our Success: Name Creations ------------------------------------- ------------------------------------- Brand: Escalade Brand: Profile Brand Name CreationBrand Name Creation
  5. 5. 6 PRESENTATION PREPARED FOR 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------- ------ ------ ------- -------- -------- -------- -------- ----- ----- ----- ----- --------------- 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 ------ ------ ------- Veom -------- Avelos -------- Cybersant ----- -----Xbox™ Ground-breaking Adventurous Immersive entertainment Redefine gaming Addictive Edgy Intuitive
  6. 6. 7 PRESENTATION PREPARED FOR 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 --------- --------- --------- --------- Landscape Analysis & Review PHASE 1 PHASE 2 Name Development Market Research Validation --------- --------- PHASE 3
  7. 7. 8 PRESENTATION PREPARED FOR ------------------------------------------------------------------------------------------------------------------------------------------------------------ Project Kickoff Competitive ReviewNaming Strategy PHASE 1 Landscape 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)?
  8. 8. 9 PRESENTATION PREPARED FOR ------------------------------------------------------------------------------------------------------------------------------------------------------------ Naming Brief Final Candidate ListName Creation PHASE 2 Name 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.
  9. 9. 10 PRESENTATION PREPARED FOR ------------------------------------------------------------------------------------------------------------------------------------------------------------ Recruitment QualiQuant Interviews ScoreCard Analysis PHASE 3 Market 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 3 Market Research Validation
  10. 10. 11 PRESENTATION PREPARED FOR Xenical 9 5 8 7 7 5 6 72 63 60 64 4 4 8 8 8 9 10 6 6 6 7 7 5 5 6 6 6 6 6 6 5 7 7 8 8 5 6 6 6 4 7 7 7 Scriptability Aural Comprehensibility Visual Aesthetics Syllabic Balance Phonetic Viability Evocative Semantics Durability & Longevity Ease of Pronunciation Quantitative Score/100 Gender Properties Phonemic Simplicity Brevin Destive Quotra ScoreCard Categories Scriptability Visual Aesthetics Phonetic Viability Aural Comprehensibility Syllabic Balance Evocative Semantics Durability & Longevity Ease of Pronunciation Gender Properties Phonemic Simplicity ------------------------------------------------------------------------------------------------------------------------------------------------------------ PHASE 3 EXAMPLE SCORECARD ANALYSIS
  11. 11. 12 PRESENTATION PREPARED FOR AccuBrand™ Report We 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 Viability Phonetic Viability 9 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. Durability & Longevity 9 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 10 Responses 26 11 38 13 20 6 0 0 1 5 0 5 10 15 20 25 30 35 40 Difficulty to Pronounce Calibrium Yes 63% No 37% Name Refersto a Medical Device Company Interview Breakdown Loyal Consumers 90 TBD (by client’s request) 20 Buyers 90 Sample Analysis
  12. 12. 13 PRESENTATION PREPARED FOR 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
  13. 13. Contact Us Address: Website: Bill Smith - Chief Executive Officer Email: william.smith@brandacumenstudios.com Phone: 704.906.3402 Spring Place 6 St. John's Street New York, NY 10013 www.brandacumenstudios.com