Naming

Naming

The most common brand failure we see.

-
Naming allows us to handle an idea, whether it's a brand, a campaign, a product, a system or a process. Names are business assets, and like any other asset it should show on your P&L and be protected. We're experts in creating names and securing them as trade marks (here's a few of them)…
-

NAMING

Naming is a uniquely powerful tool, and when you get it right it can add value to every brand action. Get it wrong, and you risk missing your audience, or worse, alienating them. Naming is exceptionally hard if you do it responsibly, and with hundreds of names under our belt we also consult and talk on the subject.

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 expansion and/or exit strategies. It literally pays to get it right.

A CASE IN POINT

JMRIT were all set to change their name to ITFirst. It looked like they may get the trademark. But was it really the right name for them? One conversation with their Founder made it clear it was not. ITFirst sounded like a help desk, and JMR were so much more than that. How could their name show it?

Read the case study

Naming | Untold

16 global design awards, 250+ registered trade marks, and firsthand experience in almost every industry.

Untold® have a unique record of success, delivering strategic business advice, intellectual property insight, naming, brand strategy and creating globally awarded creative. A testament to our insight, is that we frequently consult to other agencies.