When data powerhouses IRI & NPD merged, they needed a new name that could be rolled out globally. Meet Circana, the company that gives you 360 insights into consumer behavior.
I can't show you the final version, but here’s an example of a naming strategy project for Powerade.
Named all of the in-house clothing lines at Stitch Fix, partnering with the marketing team to make sure we landed names that speak to the key demographic.
For this Banana Republic fragrance collection I pitched a ton of names, working directly with marketing and legal to finally land the Icon Fragrance Collection, which included 5 individual scents.
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Kits, kits and more kits. I named a ton of makeup collections like this one for bareMinerals. Always working closely with legal, I was also the resident namer of shades for blushes, eyeliners, lipsticks and more.
Brand Naming
There’s a lot that goes into finding the right name.
It must be based in strategy and trigger the emotions we want people to feel when they experience the brand. Finding the right name takes many rounds, loads of creativity, deep rationale into choices—as well as working closely with the legal team.