Category naming framework for a new beer lexicon (1)
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The document outlines Brand Acumen's process for developing new beer brands and category names for global expansion. It details a three-phase naming process including landscape analysis, name development through four iterations, and brand name validation. The goal is to bank six legally viable and contextually superior names per project to draw from for SABMiller's global expansion. Brand Acumen's naming approach examines linguistic and legal factors to create names that are memorable, contextually appropriate, and legally defensible on a global scale.
Category naming framework for a new beer lexicon (1)
- 2. Beer lexicon of the future Our Assignment: Develop new brands that are globally scalable. Create sub-brands that leverage existing assets in the short term but have lasting potential as standalone brands Develop brand line extensions/variants that follow a consistent variant approach (eg: Club Colombia Amber Lager) . . . @
- 4. Our Creative Inspiration Inspired by experimental literature and musical composition, we infuse a culture of innovation and creative inquiry into our process. We seek to redefine the fundamentals of using art and language as a guide to develop profound brand identities. Names are just the beginning… The Science of Language Our team of lexical engineers examines not just the sound, but the look and feel of every letter in every word we create. We scrutinize each word’s structure: from phoneme, to morpheme, to grapheme, to shape. In the search for the perfect name, we leave no stone unturned. At Brand Acumen, name creation is our form of artistic expression. @
- 5. A Global Network 763 Offices, 75 Countries Europe: 351offices Asia Pacific: 121offices Middle East: 44offices North America: 95offices Latin America: 116offices Africa: 36offices Brand Acumen is an independent agency, but enjoys the relationship as a Havas Creative partner. @ Havas offers a broad range of communications services, including digital, advertising, direct marketing, media planning and buying, corporate communications, sales promotion, multimedia interactive communications, and public relations. Havas employs approximately 15,000 people – we are extremely well- connected.
- 6. BrandAcumenwill createasuiteof legallyviablebrand andcategorynames thatSABMillerwill drawfromforglobal expansion . . @ SABMiller NameRepository A bank of registered names
- 7. the naming process outlined will be interchangeable and consistent from project to project To facilitate the accelerated timeline, we have structured this methodology to address individual category and brand projects. This is a model which will be seamlessly replicated and customized for each project. modular process @ This outlined process affords Brand Acumen and the SABMiller team to execute on simultaneous projects.
- 10. defensibility analysis legalperspective . @ The Brand Acumen team will review with SABMiller’s trademark team specific criteria which we will implement into the trademark screening process. risk aversion search criteria syntax requirements whatdefinesgreatnames
- 12. @ --------- --------- --------- --------- Landscape Analysis PHASE 1 PHASE 2 Name Development ProjectTask, Scope & Process Brand Name Validation --------- --------- PHASE 3 Via a three-phase process, Brand Acumen will deliver a bank of six legally viable brand and/or category names for each project. We understand that the requirement to execute concurrently five to seven (5-7) projects/programs commencing immediately is the mandate.
- 13. @ --------- --------- --------- --------- Landscape Analysis PHASE 1 -------------------------- Project kickoff Naming strategy development Tactical competitive review
- 14. Project Kickoff1 What immediate connotations come to mind when we think about the positioning strategy? connote Adjectives only. describe, describe, describe. describe Taste fantasy. Who fantasizes over the taste? Demographics, profile, habits, propensities, idiosyncrasies of the consumer. taste Are their any inherent relationships to core or legacy Miller brands which must be taken into consideration? legacy Is this brand a sustainable brand? Does it need to be? May it benefit from ‘brand phasing’? duration What types of messages should the brand or category nomenclature portray to each customer group? message @
- 15. Project Kickoff1 1 Evolutionary, revolutionary or disruptive. Which do we want to evoke in the name identity? ERD Is beer brand nostalgia a factor? Can we borrow recognition and recall utilizing brand transference? nostalgia Linguistic, language considerations? language Regions and regionalisms defined? This includes legal defensibility. location Future strategy. Do we consider the potential for a globalized name in the future? tomorrow Is there an inherent risk for brand cannibalization, and if so, does it matter based on the forward thinking strategy? ‘brannibal’ @
- 16. Naming Strategy Development1 1 Let’s think in context. What does the name sound like when we ask for it at a crowded bar? Are you empowered by asking for it by name? Scream it…whisper it. Can you laugh with it? When we approach a name to articulate it’s sound, do we hesitate? Is it simple to embrace? Are we comfortable with the first time pronunciation? Is it sexy to know how to pronounce it when others don’t? Is the name alluring, suggestive and inviting? And if you think this is not a relevant feature, let’s discuss. Provocation is intoxication and if the name is intoxicating,.. Place the name in multiple contexts. Ask for two, three, a six pack, a case, a dozen. Even a half pour. Or let’s drop a shot of Don Julio in it. …or just a sexy sip. 05Does the name grant permission to indulge? Are you privileged? Is it a name that defines you and your choice of beer? 06 The name …Look at it. On your dining room table; in conversation with your boss, mother, lover, master, antagonist, dog (cat?), doctor, barrista or sommelier. pronunciation provocative barcall plurality empowering contextualization 01 02 03 04 @
- 17. Naming Strategy Development1 1 07Utter the name…does it make me more relevant than before? Does it change anything I may want changed?. 08Word structure…phonemes, morphemes, graphetics…bottom line….does the name look good and sound good? 09Shorter names are better, they test well, but perceived shorter names are just as potent. 10What images come to mind when you create a word? Paint a picture in your mind. The perfect location? And what will you be doing there? 11‘Beercation’? What is you definition of escapation? Where does your fantasy take you and does the name bring you there? Who comes along with you? 12Are you an Alpha or Beta? Early adopter or always adopting? Do you run against the pack? syllabic balance brevity relevance imagery escape damndifferent @
- 18. Tactical Competitive Review1 1 Visual Analysis of Competitive Name Landscape @
- 19. -------------------- - -------------------- - ----------------------------------------------- Name Development At Brand Acumen, we believe that a single word can hold incredible meaning and tell a powerful, vivid story. In order for a name to do this successfully, it must be structurally sound and intuitive to pronounce, interpret, and recall. Creative Process (Name Development) Trademark Pre-Screening Global Linguistic Evaluation PHASE 2 20 @
- 20. ----------------------------------------------------------------------------------------------------------------------------------------- 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 regulatory compliance, structural analysis, trademark, domain, and common law availability. Uncover naming candidates through three separate iterations of deep source mining and ideation exercises. 2 Creative Process @ The creative process is an iterative function. We will present a list of 30 names and engage with the key stakeholders at SABMiller to collect feedback and refine and define future creative direction for subsequent lists. We will deliver a minimum of four lists per project.
- 21. -------- - 3 PHASE 3 2 Brand Name Validation -------- - In this initiative, we will validate the final ten to twelve (10-12) candidates through the use of 200 QualiQuantitative interviews. We may also utilize global Key Innovation Leaders and Key Opinion Leader for broader insight. @ QualiQuantitative Interviews
- 22. QualiQuantitative Questionnaire3 Questionnaire All interviews will be conducted by a member of the Brand Acumen market research team. We will create questionnaires utilizing parameters identified during our screening process. We will consult with your team to define an appropriate design and methodology. @
- 23. A Rigorous Linguistic Analysis3 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 @
- 24. Linguistic ScoreCard Analysis: An Examination of Sound, Structure, & Meaning 3 Each of the 10-12 brand names created as finalists will be subjected to our ScoreCard* analysis, based on the following categories: Scriptability Aural Comprehensibility Visual Aesthetics Syllabic Balance Durability & Longevity Ease of Pronunciation Gender Properties Phonemic Simplicity Our ScoreCard Analysis will provide a quantitative “score” for each of the created brand names. An example of our ScoreCard analysis can be found in the case study on the following pages. ScoreCard Categories Phonetic Viability Evocative Semantics @
- 25. iterations 4 Brand Acumen will create four (4) iterations of thirty (30) names each. names 120 Total number of names developed per project winners 6 Number of legally viable, contextually superior names to be banked per project deliveringthenames(category/brand) @
- 26. Trademark Checks & Clearance Strategy3 EC 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. USPT O Name™Name WIPO @
- 28. The AccuBrand™ Report will provide a stack ranking, from most viable to least viable, of the final brand/category names candidates. We will combine our Linguistic ScoreCardAnalysis data with the qualitative feedback we received from the QualiQuantitative interviews in order to develop our stack ranking of recommendations. Occupational Breakdown 9 Wall Street Analysts/Influencer s 31 Plastic Surgeons 18 Nurse s 36 Surgeon s 26 Hospital Procurement Executives AccuBrand™ Report 2 @
- 29. IMELINE @
- 30. 3 Project Timelines Time Phase I: Project Kick-off Day 1 Phase I: Landscape Analysis Day 5 Phase II: Name Development,1st Iteration Day 10 Phase II: Name Development, 2nd Iteration Day 15 Phase II: Name Development, 3rd Iteration Day 21 Phase III: Brand Name Validation Day 29 Delivery of AccuBrand™ Report Day 35 @ The timeline can be adjusted based on the sense of urgency for each project This is a simple outline. Each timeline will be carefully detailed and defined for each and every project.
- 31. Appendix 3 Linguistic Analysis: Defined Scriptability Syllabic Balance Aural Comp. Phonetic Viability Visual Aesthetics Refers to how the name appears when it is written and any difficulties encountered in the scripting process. Refers to overall lexical balance, with regard to syllable structure (Perfect balance is CVC-CVC.) Aural Comprehensibility: Refers to how easy it is to understand the word when you hear it pronounced. How intuitive is pronunciation based on orthography? Refers to quality of thematic undertones. How does the word look? Is it visually appealing? Does it offer potential for interesting logo design? Evocative Semantics Ease of Pronunci- ation Durability & Longevity Rating of relative articulatory comfort. Does the word possess distinctive qualities that will ensure strength in the future? Phonemic Simplicity How fluid are the phonemic transitions? (i.e. no adjacent harsh sounds at phonemic. joints) Gender Properties This category measures the feminine or masculine qualities of the word, relative to a neutral baseline. @
- 32. Glossary of Linguistic Nomenclature Phoneme Morpheme Grapheme The smallest distinctive unit of sound in the structure of a given language. The smallest grammatiical unit (of meaning) in the structure of a given language. (Note: A morpheme may or may not stand alone, whereas a word must.) Appendix 3 The smallest semantically distinguishing unit in a written language, analogous to the pho- nemes of spoken languages. @
- 33. Affix Ascender Prefix Descender Infix Ligature Suffix A specific shape that represents a grapheme, in a specific typeface. An additional element placed at the beginning or end of a root, stem, or word, or in the body of a word, to modify its meaning. In typography, the up- ward vertical stem on some lowercase letters, such as h and b, that extends above the base- line height. An affix which is placed before the stem of a word (also called a preformative). In typography, the por- tion of some lowercase letters, such as g and y, that extends or de- scends below the baseline. An affix inserted inside a word stem (an existing word). Occurs where two or more graphemes or letters are joined as a single glyph. Appendix Glossary of Linguistic Nomenclature 3 Glyph An affix which is placed after the stem of a word (also sometimes called a postfix). @
- 34. Phonology Dialect A particular form of a language that is peculiar to a specific region or social group. Coda The consonant(s) occur- ring after the vowel in a syllable. The description of the systems and patterns of speech sounds that occur in a language, and how they govern pro- nunciation. Idiolect A variety of language that is unique to a person, as manifested by the patterns of vocabulary, grammar, and pronunciation that he/she uses. Conceptually, the language produc- tion of each person is unique. Orthography A standardized system for using a particular writing system (script) to write a particular lan- guage. (Note: this also includes rules of spelling.) Consonant Cluster A group of consonants which have no interven- ing vowel. Lexicon Appendix Glossary of Linguistic Nomenclature 3 Essentially a catalogue of a given language’s words (its wordstock). @
- 35. Glossary of Linguistic Nomenclature Alliteration RhymeLexical Stress The repetition of a particular sound in the prominent lifts (or stressed syllables) of a series of words or phrases (used here to refer to in- tra-lexical, or within-word, application). Element of a word or syllable that has or ends with a sound that corre- sponds to another (used here to refer to intra-lexi- cal application). Appendix 3 The stress placed on a given syllable in a word (also known as word stress). @
- 36. about us Brand Acumen 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. Beginning operations in 1991, under Bill’s guidance, Addison Whitney worked with over 800 clients in 27 countries. The firm’s clients included Brown Forman, Labatt, Coca-Cola, Microsoft, Mandalay Bay, Carnival Cruise, General Motors, Johnson & Johnson, Nestle, Hershey, MillerCoors, and Pernod Ricard among others. . . . @
- 38. Bill Smith is Founder and CEO of Brand Acumen. Having authored over 800 brand names, Bill is responsible for naming products which have generated over $1 Trillion in revenue for his clients. He has penned Escalade (Cadillac), XBox (Microsoft), Abilify (BMS/Otsuka), Outlook (Microsoft), Pavilion (HP), Avastin (Roche), Element (Honda), Lexapro (Forrest Labs), Access (Microsoft), and Excel (Microsoft). He sold the firm to the Interpublic Group in 1995. From 1995 to 1998, Bill worked on their acquisition team and 1998, reacquired Addison Whitney, quadrupled revenue and sold the firm in 2007 to inVentiv Health.
- 39. Jessica Caldone serves as Director of Nomenclature Strategy & Innovation at Brand Acumen. Previously, Jessica was Director of Brand Development and Research for Sony Pictures where she oversaw the naming of movie and TV titles. She has held senior brand and innovation leadership positions at Fortune 500 companies spanning consumer goods, financial services and consumer technology. She has spearheaded the turnaround of famous brands both in the US and Europe and has a proven track record of building inspiring brands that turn customers into passionate advocates.
- 40. Tom McMahon was named Chief Brand Officer in December 2013 and is responsible for leading Brand Acumen’s efforts to further enhance its brand reputation among key constituencies including advertisers and media. Prior to being named Chief Brand Officer, Tom was Executive Vice President, Creative at Sony Entertainment. Tom began his career in 1998 as an Account Executive for J. Walter Thompson in New York City. Tom’s career growth and development spans over multiple business areas including directing and producing independent films. He has also managed Talent Relations, Talent Brand Management and Live Events businesses for Sony, J. Walter Thompson and Samsung.
- 41. Brian T. Corrigan, Vice President, joins Brand Acumen following over a decade of professional experience in the food and beverage industry. He served as a key member of the new product launch teams at PepsiCo and Nestle where oversaw the introduction of over 150 products.
- 42. Joseph Griffin, JD, Executive Vice President, is widely respected for his extensive experience with innovation practices (Blue Ocean Strategy, INSEAD) and his comprehensive knowledge of the consumer trademark environment. Joe joins Brand Acumen following more than 20 years at Proctor & Gamble where he held several senior roles in product development and ideation.
- 43. Rebecca Prince is Director of Name Design and Architecture at Brand Acumen, responsible for design & copywriting, brand management, and the integration of digital marketing into the brand fabric. She has an impressive background, with a Degree in Electrical Engineering from Lehigh University, an MBA from Ohio State University, plus marketing design experience from two of the world's most iconic brands: Apple and Coca-Cola. Rebecca began her career with Apple serving as Senior Designer – Human Factors where she developed and led the human factors and color teams responsible for iMacs, iPods and the iPhone.
- 44. Dr. Laurence Anthony is a Professor in the Faculty of Science and Engineering at Waseda University, Japan. He is a former director of the Center for English Language Education (CELESE) and is the coordinator of the CELESE technical English program. He received the M.A. degree in TESL/TEFL, and the Ph.D. in Applied Linguistics from the University of Birmingham, UK, and the B.Sc. degree in mathematical physics from the University of Manchester, UK. His research interests include corpus linguistics, educational technology, natural language processing (NLP), and genre analysis.