A British branding firm has developed an innovative naming strategy that promises to revolutionize the way brands are named.
The significance of a name extends far beyond being a mere label. It plays a crucial role in shaping a company’s culture and its future prospects. However, choosing the right name for a company, brand, product, or institution is not as straightforward as it might appear. The name you choose can have a lasting impact on your business’s growth and the quality of your relationships with customers. Is relying on intuition alone the best approach?
Revolutionary Approach
Paul Vinogradoff, a brand consultant at Fruiting League, a branding agency, has introduced a novel method for evaluating potential names. This technique assesses the phonemic weight and semantic resonance of a name, culminating in a multifaceted scorecard and an overall ‘Brand Growth Potential‘ rating.
Languages evolve over millennia, building upon ancient and pre-literate usage. The agency posits that names are as much a destiny as they are identifiers. The composition of a name holds clues to a brand’s performance. Changing a name, either wholly or partially, might be essential when a brand is underperforming.
Case Study
Fruiting League recently rebranded a Norwegian hospital and emergency software company, formerly CSAM, to Omda. “In Norwegian, this translates to ‘if then’, which is foundational to computer programming and vital to their product,” explains Kershen Teo, Fruiting League’s creative director. Paul Vinogradoff provides insights into the phonemic analysis:
‘Om’ signifies universal connection or healing in many Eastern religions. In Latin, omni denotes all-encompassing, while in Greek, omphalos represents the navel, a symbol of life’s origin and connection. The ‘om’ sound embodies a range of meanings, including generative power, eternity, fulfilment, and unity.
‘Da’, in various languages, connotes the patriarch and greatness. These deep-rooted positive meanings, when relevant to an industry or product, create a name with inherent attractiveness and value.
The rebranding process energized the entire company, receiving positive customer feedback. The new name also sparked interest from potential acquisition targets, a novel experience for the company.
Identifying Potential and Rescuing Lagging Brands
In the current economic environment, identifying winners and supporting struggling companies is crucial. Fruiting League’s method allows for accurate prediction of a brand’s growth trajectory based on phonemic analysis. They invite those interested in exploring this radical approach to get in touch for a deeper understanding of their competitive edge.
With a combined 50 years of branding experience and expertise in a multitude of languages, Paul Vinogradoff and Kershen Teo have a unique approach to tapping into the phonemic values of ancient and modern languages to foster success and growth.
