Naming

About UsBrand Acumen is a global brand naming agency based in New York that specializes in innovative brand name development.

Brand Acumen operates in its Chelsea Market location where we infuse a culture of innovation and creative inquiry into our process.

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Overview At Brand Acumen, name creationis our form of artistic expression.

We redefine the fundamentals of using art and language as a guide to developing profound brand identities.

Bill Smith, CEO

Bill Smith was previously the founder and CEO of Addison Whitney, which today is one of the leading brand consulting firms in the world.

2200+ Names800 Clients27 Countries

Beginning in 1991 under Bill’s guidance, Addison Whitney worked with over 800 clients in 27 countries.

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Our Success: Name Creations

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Brand: Limon

Brand: Wildcat

Brand Name Creation Brand Name Creation

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Our Success: Name Creations

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Brand: Turning-Leaf Brands: Woodford Reserve

Brand Name Creation

Brand Name Creation

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Our Success: Name Creations

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Brand: Hi Dry

Brand: Blue light

Brand Name Creation

Brand Name Creation

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OR

Our Success: Case Study

Xbox – MicrosoftCreating a brand name for a revolutionary video game consoleMicrosoft asked us to develop a name that would resonate with gamers around the world and compete against other major industry players such as Sony, Nintendo, and Sega.

From our conversations with Microsoft, this new gaming console was expected to communicate the following attributes to the target audience:

We conducted QualiQuantitative Interviews with 200 male respondents (ages 8 to 28) to test the 12 brand name candidates.

Respondents quickly connected with Xbox, noting that it was ‘easy to say,’ ‘cool,’ and different from other console names.

------- Element

------- Cybes

----- Xpulse

-------- Xebo

-------- Avelos

-------- Synsato

----- Vertium--------

----- Exar -----------------------

Tast

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-----Brand name finalists Brand name recommendation

------- Veom -------- Cybersant ----- Xbox™ -----

Ground-breaking

Adventurous

Addictive Edgy

Immersive entertainment Redefine gaming

Intuitive

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Our Success: Case Study

Escalade – Cadillac/General MotorsBrand name creation for Cadillac’s new luxury entrant to the otherwise rugged SUV market.

Cadillac desired a name that would revitalize the Cadillac brand and develop a single identity that would redefine the SUV market.

The following eight names were developed and evaluated through QualiQuantitative Interviews that specifically included 100 SUV dealers and 100 individuals who had owned an SUV for a minimum of three years.

Brand name finalists

Patagonia, a legally viable name in the automobile sector, spoke to vehicle ‘ruggedness’ and was recommended for a partnership with the outdoor clothing/gear company of the same name.

Though respondents were not so attracted to the name Evoq, Cadillac later used the neologism (made-up word) for a concept car that later became the CTS.

Terrex referred to ‘terrain’ and ‘extreme,’ and respondents noted it had an ‘x-factor’ that signaled the ‘great unknown’.

Compass evoked a positive response for having an ‘outdoor feel’; the name was later used by Jeep for its compact crossover vehicle.

Brand name finalists

------- BackPacker ----- Compass------- Fitz Roy -------- Journey -------- Patagonia ----- Terrex --------

Escalade™ ----- Evoq --------

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Brand name recommendation

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Xenical–Roche PharmaceuticalsCreation of a global brand name for a prescription medication that assists obese patients to lose weight and keep it off.

The primary focus in developing this brand name was ‘subliminal messaging’.

After rigorous global linguistic analysis and trademark screening, we subjected our 12 brand name finalists to a ScoreCard analysis to evaluate the phonetic, aural, visual, and syllabic elements of each name.

To further evaluate the resonance of each potential name candidate, we conducted QualiQuantitative Interviews with 200 respondents including dieticians, physicians, and obese patients.

Our research revealed the following:

•Respondents noted that Modese implied a ‘modification to obesity.’•Asatia served as our secondary recommendation, resonating with feelings of ‘satisfaction’ and ‘satiation.’•Respondents quickly connected with Xenical, noting it as efficacious, peaceful, effective, and powerful. Most notably, it is ‘zen-like.’

------- Asatia

------- Erastae --------Lithera -------- Modese

----- Destive ------

----- Quotra ---------------------

----- Zalign -----

----- Arcesa Brevin

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-----Brand name finalists Brand name recommendation

------- Sylaphe -------- Venix

-------- Xenical®

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Our Success: Case Study

Brand Name Development ProcessOur linguistic experts employ theoretical approaches to model brand language in a way that clarifies intuitions about core meanings and explains our creativity behind words without confusion.

As the most integral part of our process, we screen name candidates for legal defensibility and cross-linguistic viability alongside creative generation

Brand Acumen uses a tri-fold approach to creating brand names

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Landscape Analysis & Review

PHASE 1 PHASE 2

Name Development Market Research Validation

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PHASE 3

Project Kickoff Competitive ReviewNaming Strategy

Phase 1Landscape Analysis & Review

Identify and understandexisting name

strategy, positioning, market research,potential for

growth.

Analyze how competingbrands are presented, viewed, named, and accepted in thetarget

market.

Uncover insights anddefine objectives with

key project stakeholders.

Our team will ask a battery of questions in order to understand:

What types of messages should the brand portray to

existing and future customers?

Who do you currently consider to be your

customer base? The future customer base?

What type of name do you believe would have the greatest impact (i.e.,

descriptive, “made-up,” non- English, and/or a real word)?

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Phase 2Name Development

Naming Brief Final Candidate ListName Creation

Identify the framework for

developing the brand name candidates, based on the insights

from the naming strategy.

Analyze the name candidates with regard

to structural analysis, trademark, domain, and common law availability and harvest a short

list of ten to twelve final candidates.

Uncover naming candidates

through three separate iterations of deep source

mining and ideation exercises.

A proper name and brand strategy hinges upondiscovering the authentic essence and purpose of the brand across all of its receptions—its brand ethos.

Creative ProcessName development will be performed through an iterative process. The first iteration will contain thirty to thirty-five brand name candidates. Our creative team will present each name and identify patterns of words or styles upon which to expand.

We will continue to develop lists of potential brand names until we generate a finalized candidate list of ten to twelve mutually agreed-upon brand names to take into Phase 3.

Our Approach

Using a combination of deep inquiry pursuits and ideation exercises, we seed and harvest a short list of name candidates that express the brand’s ethos across a comprehensive range of associations, connotations and evocations, in line with the conceptual target we have established.

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Recruitment QualiQuant Interviews ScoreCard Analysis

Identify a sample

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of 200 key users and construct a project specificquestionnair

e.

Uncover user insight oneach name candidate by probing participants duringone-on-one

interviews.

Provide a quantitative“score” for each of

the created brand names.

Phase 3Market Research Validation

Trademark Checks & Clearance Strategy

EU

All names presented through our three iterations will be pre-screened and checked for trademark availability. We are hyper-vigilant in our trademark pre-screening, and we will work directly with your legal counsel until we find names that are available, appropriate, and free from confusion and conflict.

Our comprehensive screening is designed to eradicate conflict with identical or similar marks in relevant trademark classes, based on checks within but not limited to the following:

USPTO European Community WIPO

Our team also has expertise in Boolean, Truncation, and Wildcard search techniques to supplement the trademark clearance checks performed through our online database inspection.

USPTO

Name™Name WIPO

™defensibility analysis

Legal Perspective

.

The Brand Acumen team will review with client trademark team specific criteria which we will implement into the trademark screening process.

risk aversion

search criteria

syntax requirements

From the perspectives of acoustic phonetics, phonology, and morphology in particular, our lexical theorists pay extraordinary attention to all facets of linguistic nuance. Looking at the phonemic structure, or the breakdown of distinct sounds in a given word, our team assesses the acoustic and articulatory properties of all adjacent phones and consonant clusters.

Once we affirm that no harsh sounds are found at phonemic joints or intra-syllabically, we consider the semantic qualities and evocations of all morphemes, or units of meaning.

Broken down even further, we specifically examine how our created words fare with regard to:

Scriptability

Aural Acuity

Pragmatic Scoring

Semantic Typology

Glue Semantics

Speech Synthesis

Speech Recognition

Parsing

Graphetics

Phonological Encoding in Language Production

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A Rigorous Linguistic Analysis

Linguistic ScoreCard Analysis:An Examination of Sound, Structure, & Meaning

Scriptability

Aural Comprehensibility

Visual Aesthetics

Syllabic Balance

Durability & Longevity

Ease of Pronunciation

Gender Properties

Phonemic Simplicity

ScoreCard Categories

Phonetic Viability

Evocative Semantics

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Each of the 10-12 nonproprietary names created will be subjected to our ScoreCard* analysis, based on the following categories:

Our ScoreCard Analysis will provide a quantitative “score”for each of the created USAN/INN names.

An example of our ScoreCard analysis can be found in the case study for Lantus (page 32 of this proposal).

72 63 60 64

ScriptabilityAural ComprehensibilityVisual AestheticsSyllabic BalancePhonetic ViabilityEvocative SemanticsDurability & LongevityEase of Pronunciation

Quantitative Score/100

Gender PropertiesPhonemic Simplicity

ScoreCardCategories

Scriptability

Visual Aesthetics

Phonetic Viability

Aural Comprehensibility

Syllabic Balance

Evocative Semantics

Durability & Longevity

Ease of Pronunciation

Gender Properties

Phonemic Simplicity

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Xenical Brevin Destive Quotra

9 6 5 8

10 7 6 6

6 6 6 7

9 7 7 8

5 5 6 5

8 4 7 6

7 4 6 7

7 8 6 6

5 8 5 4

6 8 6 7

XenicalLinguistic Scorecard Analysis

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Scriptab

ility Aural

Comprehensibili

ty

Visual

Aesthetics

Syllabic

Balance

Phonetic

Viability

Evocative

Semantics

Durability &

Longevity Ease

of

Pronunciation

Gender

Properties

Phonemic

Simplicity

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Copyright © 2015 Brand Acumen

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Saracta Linguistic Chart Analysis

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Sape

lla

Upp

lias

P

lusa

da

Ap

lin

Ap

lose

in

Ipsil

Pi

lapa

tLa

pace

l

Ils

ipan

0 10

20

30

40

38

22

37

48

30

18

52

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48

Saracta POCA AnalysisPhonetic Orthographic Computer Analysis

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Copyright Brand Acumen, LLC 2015

Saracta Attitude Analysis

70

80

Stability 84

Efficacy 87

Safety 79

Strengthening 90

Flexibility 67

Empowering 86

Self Reliant 72

Vigor

80

Vitality

68

0 10 20 30 40 50 60

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Saracta Relational Linguistics:Comparative Radial Analysis

Parsing (ease)Graphetics

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Orthographic

Phonological

These pairs have sufficient orthographic differences.

These pairs have sufficient phonological differences.

These pairs have sufficient orthographic and phonological differences, as well as syllable count and length differences.

Similarity Xeljanz, Agenerase,

Renagel, Salagen,

Glucophage, GlucaGen,

Topiragen, Ziagen,

Panagen, Alternagel,

Donnagel, Clinagen

Prevention of Failure

Similarity

Tanagel, Tareg,

Taregyl, Janumet, Jantoven

Prevention of Failure

BothJanuvia,

Jonac, Jonac

Plus

Prevention of Failure

Orthographic – Phonetic Conflict Analysis

Janage

Janage

Scripted May Written

As

Spoken May be

Interpreted AsName

J Y, I, G, H, L, C g, y, l, c

a u, e, o, c any vowel

n u, m, a, h, r m

g q, p, y, j, a, z k, c, x, q

a u, e, o, c any vowel

e o, u, a, c any vowel

Scriptability

Janage

AccuBrand™ Report

We analyze our data and present our final recommendation in the AccuBrand™ Report, a stacked ranking of the name candidates, from most to least viable.

The AccuBrand™ Report serves as our final client deliverable. This report includes our name recommendation supported by our QualiQuant Market Research data and our ScoreCard Analysis.

The AccuBrand™ Report also includes a stack ranking of all market validated names from most to least viable. All final recommended names in the AccuBrand™ Report are available for client to trademark.

PhoneticViability

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Intuitive to spell based on pronunciation (with slight chance of interpreting “i” as “e”) and poses little conflict as how to pronounce

based on orthography.

Durability&

Longevity

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Closed Syllable coda connotes strong foundation with potential

for technological extensions. Surprisingly unique in direct

space.

Name Refers to Beverage

Difficulty to Pronounce

1 2 3 4 5

6 7 8 9 10Responses 26 11 38 13 20 6

0 0 1 5

0

15

10

5

20

35

30

25

40

63%

37%

Interview Breakdown

90

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20TBD (by client’s request)

90Sample Analysis

“Since 1995 Bill Smith has done a significant amount of our brand marketing on an outsourced basis. Everything from developing new products, to developing go-to-market strategies, to preparing our annual marketing plan. I would have no hesitation in recommending Bill to any food and beverage company that needs marketing support of any kind.”

Mary Minnick

Chief Marketing Officer Coca-Cola

Mary is Listed on Forbes Top 100 Most Powerful Women

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Testimonial

Contact UsBill Smith - Chief Executive OfficerEmail: william.smith@brandacumenstudios.com Phone: 212.299.8454

Address:456 Washington Street

9D

New York, NY 10013

Website:www.brandacumenstudios.com