Pernod Ricard Name Development Proposal
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Brand Acumen is a global brand naming agency based in New York that specializes in innovative brand name development through a rigorous process involving landscape analysis, name development, and market research validation to identify name candidates that express the brand's identity and resonate with target audiences. The agency has worked with over 800 clients in 27 countries to develop memorable brand names like Xbox, Escalade, and Xenical using linguistic analysis, qualitative and quantitative research. Brand Acumen is led by CEO Bill Smith, formerly of leading brand consulting firm Addison Whitney.
Pernod Ricard Name Development Proposal
- 1. Naming
- 2. About Us Brand 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. 2
- 3. Overview At Brand Acumen, name creation is 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+ Names 800 Clients 27 Countries Beginning in 1991 under Bill’s guidance, Addison Whitney worked with over 800 clients in 27 countries. 3
- 4. Our Success: Name Creations ------------------------------------- ------------------------------------- Brand: Limon Brand: Wildcat Brand Name Creation BrandNameCreation 4
- 5. Our Success: Name Creations ------------------------------------- ------------------------------------- Brand: Turning-Leaf Brands: Woodford Reserve BrandNameCreation Brand Name Creation 6
- 6. Our Success: Name Creations ------------------------------------- ------------------------------------- Brand: Hi Dry Brand: Blue light BrandNameCreation BrandNameCreation 7
- 7. OR Our Success: Case Study Xbox – Microsoft Creating a brand name for a revolutionary video game console Microsoft 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 ------------ ------------ ----- Brand name finalists Brand name recommendation ------- Veom -------- Cybersant ----- Xbox™ ----- Ground-breaking Adventurous Addictive Edgy Immersive entertainment Redefine gaming Intuitive 9
- 8. Our Success: Case Study Escalade – Cadillac/General Motors Brand 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 -------- ------ ------ ----- --------------- Brand name recommendation 10
- 9. Xenical–Roche Pharmaceuticals Creation 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 ------------ ------------ ----- Brand name finalists Brand name recommendation ------- Sylaphe -------- Venix -------- Xenical® 11 Our Success: Case Study
- 10. Brand Name Development Process Our 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 --------- --------- --------- --------- Landscape Analysis & Review PHASE 1 PHASE 2 Name Development Market Research Validation 12 --------- --------- PHASE 3
- 11. Project Kickoff Competitive ReviewNaming Strategy Phase 1 Landscape Analysis & Review Identify and understand existing name strategy, positioning, market research, potential for growth. Analyze how competing brands are presented, viewed, named, and accepted in the target market. Uncover insights and define 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)? 13
- 12. Phase 2 Name 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 upon discovering the authentic essence and purpose of the brand across all of its receptions—its brand ethos. Creative Process Name 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. OurApproach 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. 14
- 13. Recruitment QualiQuant Interviews ScoreCard Analysis Identify a sample 15 of 200 key users and construct a project specific questionnaire. Uncover user insight on each name candidate by probing participants during one-on-one interviews. Provide a quantitative “score” for each of the created brand names. Phase 3 Market Research Validation
- 14. 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 WIP O
- 15. 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
- 16. 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 @ 16 ARigorous LinguisticAnalysis
- 17. Linguistic ScoreCardAnalysis: AnExaminationofSound,Structure,&Meaning Scriptability Aural Comprehensibility Visual Aesthetics Syllabic Balance Durability & Longevity Ease of Pronunciation Gender Properties Phonemic Simplicity ScoreCard Categories Phonetic Viability Evocative Semantics @ 17 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).
- 18. 72 63 60 64 Scriptability Aural Comprehensibility Visual Aesthetics Syllabic Balance Phonetic Viability Evocative Semantics Durability & Longevity Ease of Pronunciation Quantitative Score/100 Gender Properties Phonemic Simplicity ScoreCard Categories Scriptability Visual Aesthetics Phonetic Viability Aural Comprehensibility Syllabic Balance Evocative Semantics Durability & Longevity Ease of Pronunciation Gender Properties Phonemic Simplicity 18 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 Xenical LinguisticScorecardAnalysis
- 19. @ 19 Scriptabil ity Aural Comprehensibility Visual Aesthetics Syllabic Balance Phonetic Viability Evocative Semantics Durability & Longevity Ease 0 1 2 3 4 5 6 7 Saracta LinguisticChart Analysis
- 21. 21 Copyright Brand Acumen, LLC 2015 Saracta AttitudeAnalysis 7 0 8 0 Stability 84 Efficacy 87 Safety 79 Strengthening 90 Flexibility 67 Empowering 86 Self Reliant 72 Vigor 68 0 10 20 30 40 50 60 @
- 23. @ 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 Both Januvia, Jonac, Jonac Plus Prevention of Failure Orthographic– PhoneticConflict Analysis Janage
- 24. Scripted May Written As Spoken May be Interpreted As Name 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
- 25. AccuBrand™ Report We analyze our data and present our final recommendation in theAccuBrand™ 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. Phonetic Viability 9 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 9 Closed Syllable coda connotes strong foundation with potential for technological extensions. Surprisingly unique in direct space. Name Refers to BeverageDifficulty to Pronounce 1 2 3 4 5 6 7 8 9 10 Responses 26 11 38 13 20 6 0 0 1 5 0 15 10 5 20 35 30 25 40 63% 37% Interview Breakdown 90 17 20 TBD (by client’s request) 90 Sample Analysis
- 26. “Since 1995 Bill Smith has done a significant amount of our brand marketing on an outsourced basis. Everything from developing new products, to developinggo-to-marketstrategies, to preparingour 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 18 Testimonial
- 27. Contact Us Bill Smith - Chief Executive Officer Email: william.smith@brandacumenstudios.com Phone: 212.299.8454 Address: 456 Washington Street 9D New York, NY 10013 Website: www.brandacumenstudios.com