Pernod Ricard Name Development Proposal
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Transcript of Pernod Ricard Name Development Proposal
Naming
About UsBrand 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 creationis our form of artistic expression.
We redefine the fundamentals of using art and language as a guide to developing profound brand identities.
Bill Smith, CEO
Bill Smith was previously the founder and CEO of Addison Whitney, which today is one of the leading brand consulting firms in the world.
2200+ Names800 Clients27 Countries
Beginning in 1991 under Bill’s guidance, Addison Whitney worked with over 800 clients in 27 countries.
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Our Success: Name Creations
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Brand: Limon
Brand: Wildcat
Brand Name Creation Brand Name Creation
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Our Success: Name Creations
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Brand: Turning-Leaf Brands: Woodford Reserve
Brand Name Creation
Brand Name Creation
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Our Success: Name Creations
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Brand: Hi Dry
Brand: Blue light
Brand Name Creation
Brand Name Creation
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OR
Our Success: Case Study
Xbox – MicrosoftCreating a brand name for a revolutionary video game consoleMicrosoft 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:
We conducted QualiQuantitative Interviews with 200 male respondents (ages 8 to 28) to test the 12 brand name candidates.
Respondents quickly connected with Xbox, noting that it was ‘easy to say,’ ‘cool,’ and different from other console names.
------- Element
------- Cybes
----- Xpulse
-------- Xebo
-------- Avelos
-------- Synsato
----- Vertium--------
----- Exar -----------------------
Tast
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-----Brand name finalists Brand name recommendation
------- Veom -------- Cybersant ----- Xbox™ -----
Ground-breaking
Adventurous
Addictive Edgy
Immersive entertainment Redefine gaming
Intuitive
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Our Success: Case Study
Escalade – Cadillac/General MotorsBrand 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.
Brand name finalists
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.
Brand name finalists
------- BackPacker ----- Compass------- Fitz Roy -------- Journey -------- Patagonia ----- Terrex --------
Escalade™ ----- Evoq --------
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Brand name recommendation
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Xenical–Roche PharmaceuticalsCreation 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.
Our research revealed the following:
•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
----- Destive ------
----- Quotra ---------------------
----- Zalign -----
----- Arcesa Brevin
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-----Brand name finalists Brand name recommendation
------- Sylaphe -------- Venix
-------- Xenical®
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Our Success: Case Study
Brand Name Development ProcessOur 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
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Landscape Analysis & Review
PHASE 1 PHASE 2
Name Development Market Research Validation
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PHASE 3
Project Kickoff Competitive ReviewNaming Strategy
Phase 1Landscape Analysis & Review
Identify and understandexisting name
strategy, positioning, market research,potential for
growth.
Analyze how competingbrands are presented, viewed, named, and accepted in thetarget
market.
Uncover insights anddefine 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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Phase 2Name Development
Naming Brief Final Candidate ListName Creation
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 upondiscovering the authentic essence and purpose of the brand across all of its receptions—its brand ethos.
Creative ProcessName 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
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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Recruitment QualiQuant Interviews ScoreCard Analysis
Identify a sample
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of 200 key users and construct a project specificquestionnair
e.
Uncover user insight oneach name candidate by probing participants duringone-on-one
interviews.
Provide a quantitative“score” for each of
the created brand names.
Phase 3Market Research Validation
Trademark Checks & Clearance Strategy
EU
All names presented through our three iterations will be pre-screened and checked for trademark availability. We are hyper-vigilant in our trademark pre-screening, and we will work directly with your legal counsel until we find names that are available, appropriate, and free from confusion and conflict.
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:
USPTO European Community WIPO
Our team also has expertise in Boolean, Truncation, and Wildcard search techniques to supplement the trademark clearance checks performed through our online database inspection.
USPTO
Name™Name WIPO
™defensibility analysis
Legal Perspective
.
The Brand Acumen team will review with client trademark team specific criteria which we will implement into the trademark screening process.
risk aversion
search criteria
syntax requirements
From the perspectives of acoustic phonetics, phonology, and morphology in particular, our lexical theorists pay extraordinary attention to all facets of linguistic nuance. Looking at the phonemic structure, or the breakdown of distinct sounds in a given word, our team assesses the acoustic and articulatory properties of all adjacent phones and consonant clusters.
Once we affirm that no harsh sounds are found at phonemic joints or intra-syllabically, we consider the semantic qualities and evocations of all morphemes, or units of meaning.
Broken down even further, we specifically examine how our created words fare with regard to:
Scriptability
Aural Acuity
Pragmatic Scoring
Semantic Typology
Glue Semantics
Speech Synthesis
Speech Recognition
Parsing
Graphetics
Phonological Encoding in Language Production
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A Rigorous Linguistic Analysis
Linguistic ScoreCard Analysis:An Examination of Sound, Structure, & Meaning
Scriptability
Aural Comprehensibility
Visual Aesthetics
Syllabic Balance
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
ScoreCard Categories
Phonetic Viability
Evocative Semantics
@
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Each of the 10-12 nonproprietary names created will be subjected to our ScoreCard* analysis, based on the following categories:
Our ScoreCard Analysis will provide a quantitative “score”for each of the created USAN/INN names.
An example of our ScoreCard analysis can be found in the case study for Lantus (page 32 of this proposal).
72 63 60 64
ScriptabilityAural ComprehensibilityVisual AestheticsSyllabic BalancePhonetic ViabilityEvocative SemanticsDurability & LongevityEase of Pronunciation
Quantitative Score/100
Gender PropertiesPhonemic Simplicity
ScoreCardCategories
Scriptability
Visual Aesthetics
Phonetic Viability
Aural Comprehensibility
Syllabic Balance
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
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Xenical Brevin Destive Quotra
9 6 5 8
10 7 6 6
6 6 6 7
9 7 7 8
5 5 6 5
8 4 7 6
7 4 6 7
7 8 6 6
5 8 5 4
6 8 6 7
XenicalLinguistic Scorecard Analysis
@
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Scriptab
ility Aural
Comprehensibili
ty
Visual
Aesthetics
Syllabic
Balance
Phonetic
Viability
Evocative
Semantics
Durability &
Longevity Ease
of
Pronunciation
Gender
Properties
Phonemic
Simplicity
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Copyright © 2015 Brand Acumen
0 1 2 3 4 5 6 7
Saracta Linguistic Chart Analysis
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Sape
lla
Upp
lias
P
lusa
da
Ap
lin
Ap
lose
in
Ipsil
Pi
lapa
tLa
pace
l
Ils
ipan
0 10
20
30
40
38
22
37
48
30
18
52
17
48
Saracta POCA AnalysisPhonetic Orthographic Computer Analysis
@
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Copyright Brand Acumen, LLC 2015
Saracta Attitude Analysis
70
80
Stability 84
Efficacy 87
Safety 79
Strengthening 90
Flexibility 67
Empowering 86
Self Reliant 72
Vigor
80
Vitality
68
0 10 20 30 40 50 60
@
@
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Saracta Relational Linguistics:Comparative Radial Analysis
Parsing (ease)Graphetics
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Orthographic
Phonological
These pairs have sufficient orthographic differences.
These pairs have sufficient phonological differences.
These pairs have sufficient orthographic and phonological differences, as well as syllable count and length differences.
Similarity Xeljanz, Agenerase,
Renagel, Salagen,
Glucophage, GlucaGen,
Topiragen, Ziagen,
Panagen, Alternagel,
Donnagel, Clinagen
Prevention of Failure
Similarity
Tanagel, Tareg,
Taregyl, Janumet, Jantoven
Prevention of Failure
BothJanuvia,
Jonac, Jonac
Plus
Prevention of Failure
Orthographic – Phonetic Conflict Analysis
Janage
Janage
Scripted May Written
As
Spoken May be
Interpreted AsName
J Y, I, G, H, L, C g, y, l, c
a u, e, o, c any vowel
n u, m, a, h, r m
g q, p, y, j, a, z k, c, x, q
a u, e, o, c any vowel
e o, u, a, c any vowel
Scriptability
Janage
AccuBrand™ Report
We analyze our data and present our final recommendation 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.
PhoneticViability
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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.
Durability&
Longevity
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Closed Syllable coda connotes strong foundation with potential
for technological extensions. Surprisingly unique in direct
space.
Name Refers to Beverage
Difficulty to Pronounce
1 2 3 4 5
6 7 8 9 10Responses 26 11 38 13 20 6
0 0 1 5
0
15
10
5
20
35
30
25
40
63%
37%
Interview Breakdown
90
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20TBD (by client’s request)
90Sample Analysis
“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
Mary is Listed on Forbes Top 100 Most Powerful Women
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Testimonial
Contact UsBill Smith - Chief Executive OfficerEmail: [email protected] Phone: 212.299.8454
Address:456 Washington Street
9D
New York, NY 10013
Website:www.brandacumenstudios.com