A brand name is the foundation of a brand, it can make a brand feel interesting, intriguing, abstract, mystical, almost anything. It is often the balance of a name and the expression of a brand that balance delicately with the consumer experience, to build expectation and interest. Getting these two things right can make or break a brand.
There are several approaches to naming, you can make a name work closely with the expectation, in which case less media spend is required helping the consumer join the dots. Or names can be abstract and can build interest around a concept that can be interesting to express visually, however media spend is higher to allow the consumer to join the dots.
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