Brand Naming

MCAworks Approach

In recommending a name for a company, business, brand or product/service, MCAworks uses a set of criteria for filtering a long list of possible options to generate a short-list of strategic naming candidates.

To begin with, we select names that support the business strategy and reinforce the brand positioning. Additionally, we seek names that allow the entity to break through traditional category clutter, while conveying a unique user experience. We also screen names for extendibility—in other words, we look for names that allow the entity to stretch beyond a single category, product or geography. Finally, we screen for names that will be easy to pronounce and remember—and can be inexpensively marketed and communicated.

At the onset, MCAworks will generate literally hundreds of naming possibilities. Successive brainstorming sessions and screens will result in a short-list of 10-15 candidates. This short-list will be narrowed to 4-6 finalists, which will be subject to a detailed legal and linguistic screen. MCAworks will work closely with company management to ensure that the winning name will be one that has the best shot at being distinctive, memorable and timeless.

Contact Dana Langham for more information.