WildOutWest, Launching New Idea -BRAND

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If you build your brand around a name that conforms, you’ll have to spend your marketing budget trying to stand out.

 

A world-class name is fundamental to success. It is the short-hand for the entire value proposition, part of the glue that holds every transaction together and the emotional connection that drives preferences.

 

The bar is high. Creating a unique new name that has a memorable personality and that can be easily found is hard work.  The obvious ideas are taken. This is a creative and analytical needle in a haystack. Finally the name must find consensus throughout the organization and pass rigorous tests for international trademark registration - and have high ownership.

 

This is what we do. It's the foundation to every great product or company.

WHAT MAKES A STRONG NAME?

In simple terms, the strength of a great name is in it’s ability to make a lasting emotional connection. This must span the life-cycle of the venture - from early traction through to being competitively differentiated.  It must connect with a range of constituencies; customers, staff, supply chain and investors.

An effective name reinforces the value proposition of the company or product it represents.

It carries the first ten seconds of the introduction and continues to function as the foundation for trust through the development of a lasting relationship.

The objective is simple, the factors that influence their result can be complex.

CONSENSUS BUILDING NAME CRITERIA

In addition to important legal and domain availability issues, there are really four strategic factors in the success of a brand name. Because these factors are often mutually exclusive, it's often not possible to have a name that checks every box. We have developed a four-point ranking criteria that establishes strategic priorities, while achieving consensus in a realm that is often the subject of passionate and polarized subjective opinions. After all, consensus may be half the challenge at the early stages of a new name.

NAME DEVELOPMENT PROCESS

We’ve been developing international trade-names and brands since the company started in early 1999. We have a reputation for precise research and getting trademark filings through the first time. We are experts at acquiring domain names and are engaged regularly to negotiate the lowest possible costs on short time-lines.

 

CONSENSUS

The process for coming to agreement around a name can help to build cohesion with teams around a singular vision and purpose.

We have developed a consensus building methodology for helping companies make critical name and brand choices that has proven effective with large and small management teams.

Our approach is holistic, pragmatic and cost-effective.

NAME/ BRAND STRATEGY

We have outlined a number of name / brand strategies we have developed over the years. Each has a unique objectives.

There is no one answer to what a great brand is... let's start with a conversation about the possibilities.  click "Say hello"

 

  • DESCRIPTIVE
  • EVOCATIVE
  • EMPTY VESSEL / PURE BRAND
  • COMPARATIVE BRAND
  • ACCEPTANCE BRAND
  • ENTERTAINMENT
  • UTILITY BRAND
  • DISRUPTIVE / UNCONVENTIONAL
  • TRANSACTIONAL
  • Co-BRAND / NESTING STRATEGY

FOUR FACETS OF NAMES

CREDIBILITY

INTRINSIC CREDIBILITY:  Simply, does the name ring true in the context of the marketplace?  This can be a subjective opinion for the purposes of the rank.

OWNERSHIP

OWNERSHIP is a product of exclusivity and utter uniqueness. "Xerox"  is unique and unmistakable, where “CopyPro” is much less so. Ownership also is measured by trademark-ability.

Our standard for ownership is at a minimum:

 

Access to the dot-com domain or at least confirmation of a path to this, and that the top level domain is not actively used.

 

Completely clear trademark space, or a highly qualified summary of the existing TMs to ascertain there are no areas of overlap.

MEMORABILITY

Memorability is often the single most important aspect of a name - especially if the venture or product is consumer-facing.

 

When ranking names, we consider phonetic transparency, visual and other mnemonics, and a domain that can be found.

 

Memorability often comes with a compromise in Credibility.  For example, WAZZOO bank is more memorable than MERCHANT'S BANK

POSITIONING

Strategic or descriptive positioning is usually over emphasized by teams trying to develop names... as there is a natural tendency for logic to dominate a business decision. Great names are not always descriptive - in fact, most are specifically not.

Another aspect of this is HOW the message is conveyed. Literally, by inference or evocative.

Details of a Naming Criteria Worksheet The name is reviewed in context, with taglines. Each participant ranked the name on our four point weighted criteria.

 

Each name is fully researched and the summary details key factors of domain availability and a summary of trademark research, translations etc.

ETHOS/ LOGOS/ PATHOS

Each participant ranks each name in consideration on this four-point scale, which we have weighted to favor the correct naming strategy.

The numbers are helpful - but the process of analysis forces each participant to look at the names both strategically and emotionally. Knee-jerk impulses are tempered with thoughtful relevant discourse and consensus follows easily.

Without this system and criteria, naming can be an unstructured  popularity contest, ultimately decided over by a top executive.

ALL NAMES PRESENTED ARE VETTED FOR TRADEMARK, DOMAIN ACQUISITION AND TRANSLATION ISSUES. WE HAVE A LONG TRACK RECORD FOR SUCCESSFULLY NEGOTIATING THE ACQUISITION OF DOMAINS

WildOutWest, Product names

NAMES FOR PRODUCTS AND NEW VENTURES

NAVIO -DRM product name development, Company name

 

Digital Rights Management Venture

Name for Venture Capital Fund

 

Venture Capital Fund

Inclusion Capital Fund Spin off of ACCION

 

Social Music Sharing Multimedia Ventures

negotiated acquisition of opus.com

CoAlign and ACCULIF: company name, Product name

 

Medical Device Lumbar Interbody

Acquired by Stryker $80M

Morphic - company name, Product name

 

Project Management Software

Acquired -name adopted as parent company name

ANTROPO: company name, Product name International trademark

 

3D Body Model Technology Venture

Unique mobile camera-to 3D body model technology

SITRUS

 

Content Development Agency

Company name for European content services

ACTONA: company name, Product name

 

Data Storage Optimization

Funded by Sequoia Acquired by Cisco

GRAPHITA Live Studio company name, Product name International trademark

 

Expressive Digital Effects for Photos

Funded Start-up Company and Product Name

FatRedCouch: company name, Product name International trademark

 

Application Developers and Interactive Publishers

App Development Firm

GiveSurance: company name, Product name International trademark

 

Cause Marketing  for Insurance

Company and Product Name

CADRA COMMUNICATIONS: company name, Product name International trademark

 

Public Relations Agency

early stage tech PR firm

Aplaud Technologies company name, Product name International trademark

 

 

Mobile Technology

Payment and DRM platform

CADIUS HEALTH: company name, Product name International trademark

 

Health and Fitness

Application based on Research into Cirdadian Rythmns at SALK

VARITAN CAPITAL: company name, Product name International trademark

 

Peer-to-Peer Mortgage

New Venture for private mortgage capital markets

Atomic Tangerine: company name, Product name International trademark

 

Venture Consulting Spin-off of SRI

$100M first round launched in three countries

AZURAN PARTNERS: company name, Product name International trademark

 

Public Relations Consulting Group

Digital Agnecy / PR

FUSE LABS  company name, Product name International trademark

 

 

New Venture

idea lab and think tank founded by Microsoft

MAGNITY INTERACTIVE  company name, Product name International trademark

 

In-bound Digital Marketing Agency

New Venture founded by WOW for digital marketing

CORELATION: company name, Product name International trademark

 

Shopping Optimization

recommendation engine  acquired by Digimine

PAVED ROAD: company name, Product name International trademark

 

Virtual Trust Department

early stage new venture Company and product name

CLEAR BLUE TECHNOLOGIES: company name, Product name International trademark

 

 

New Venture Name

Roll up of hosting and managed services

RemitONE

 

Payments

FirstData: MoneyTransfer Software and Systems worldwide Name forcompanyandproduct

AXIUS CORE: company name, Product name International trademark

 

 

Core Fitness Device

Venture and Product name for exercise equipment

ClickTax: cProduct name International trademark

 

Tax Payment and Calculation

Calculatio,managementand payment of SMB taxes

Velosant: company name, Product name International trademark

 

Taxware /FirstData

Re-brand of Taxware after FirstData Acquisition - added Supply chain management

ENCORUS TECHNOLOGIES: company name, Product name International trademark

 

Mobile Payments Rebrand of Brokat

Rebrand after First Data acquisition of German company

Company and Consumer-facing Product Name

 

Digital Learning Platform and Marketplace

Federally Funded

Nimbula:  company name, Product name

 

SaaS model Enterprise Cloud Computing

Sequoia Capital -acquired by Oracle

EPIC FUSION company name, Product name International trademark

 

Factory Automation

 Company and product names for  spin off of Epic Data (publicly traded)

BUYERFIRST: company name, Product name International trademark

 

Buyer-Centric Brokerage Model

New Brokerage Venture and Web Application

VARITUS: company name for Network of Surgeons

 

Surgical Specialist Network

new venture-medical specialists network brand

 

Mortgage Automation

 Utility Brand

Company name

Co-brand

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WOW launches new products and ventures

Magnity is an in-bound marketing agency

© 2017 WildOutWest, LLC,

All Rights Reserved   415 455 0995

WildOutWest, Product names
AXIUS CORE: company name, Product name International trademark
WildOutWest, Launching New Idea -BRAND
WildOutWest, Product names
AXIUS CORE: company name, Product name International trademark
WildOutWest, Product names
NAVIO -DRM product name development, Company name
CoAlign and ACCULIF: company name, Product name
FatRedCouch: company name, Product name International trademark
Aplaud Technologies company name, Product name International trademark
Atomic Tangerine: company name, Product name International trademark
MAGNITY INTERACTIVE  company name, Product name International trademark
CLEAR BLUE TECHNOLOGIES: company name, Product name International trademark
ClickTax: cProduct name International trademark
Company and Consumer-facing Product Name
BUYERFIRST: company name, Product name International trademark
Name for Venture Capital Fund
Morphic - company name, Product name
ACTONA: company name, Product name
GiveSurance: company name, Product name International trademark
CADIUS HEALTH: company name, Product name International trademark
AZURAN PARTNERS: company name, Product name International trademark
CORELATION: company name, Product name International trademark
Velosant: company name, Product name International trademark
Nimbula:  company name, Product name
VARITUS: company name for Network of Surgeons
ANTROPO: company name, Product name International trademark
GRAPHITA Live Studio company name, Product name International trademark
CADRA COMMUNICATIONS: company name, Product name International trademark
VARITAN CAPITAL: company name, Product name International trademark
FUSE LABS  company name, Product name International trademark
PAVED ROAD: company name, Product name International trademark
AXIUS CORE: company name, Product name International trademark
ENCORUS TECHNOLOGIES: company name, Product name International trademark
EPIC FUSION company name, Product name International trademark
WildOutWest, Launching New Idea -BRAND
WildOutWest, Product names
AXIUS CORE: company name, Product name International trademark