A CASE IN POINT

Like many businesses, Shepcon chose their name almost as an afterthought because they needed to get the business registered. It wasn't the brand asset it should have been. So, with Untold's help Kraftur were born.

Read the case study

A SYSTEMATIC APPROACH

We've created a unique system for the assessment of the potential value, or risk of brand intellectual property (IP) such as names. It helps our clients take the guesswork and emotion out of the process and applies a little science instead. We call it RIPA™ and we think you’ll like it.

AN ASSET OR RISK?

There is a lot that goes into effective naming beyond a good creative idea. In fact most of those ideas have already been had, so using them could lead to trouble. Trade marks, prior use, descriptiveness, phonetic clones... and a dozen other things might mean that a name is not viable or worse, is a liability.

When you get it right, however, a protected brand asset can become a concrete asset on the balance sheet. If properly structured it can lead to better opportunity and/or exit strategies. It literally pays to get it right.