NameStormers

BACKGROUND

Please describe your company and your position there.

We are a commercial furniture retailer specializing in heavy duty seating products. I am the owner.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire NameStormers?

Namestormers was used to rename one of our product lines due to a copyright issue.

What were your goals for this project?

Our current product line had a very successful name that was easy to remember, captured the essence of the product (and our customers), and had high click through rates. We were looking to come out with a name that possessed the same characteristics.

SOLUTION

How did you select NameStormers?

We researched through Google, spoke to a few companies. I believe Namestormers was in an affiliate link list, which we don't usually give much weight to, but we spoke to the company and were pleased.

Their timeline was quick, their process was great, and the addition of market research on the top 10 names to back it up where excellent. They also just said the right things about what a name should be when we had the initial call. They clearly knew what they were talking about. No one else came close.

Describe the scope of their work in detail.

After the discovery call, they got right to work with several rounds of naming. The turnaround was quick, and thorough. After the 3rd round, we picked our top names and did some market research, but there was the possibility for more rounds if needed at no charge.

What was the team composition?

The owner of the firm and the director of client services. I enjoyed working with just two people, and having Mike involved in the process was fantastic. You can tell how experienced he is.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Our original name will be hard to beat, especially because it is proven and the new one is not. We are also very partial to it because we have used it for so long.

After going through several rounds of naming, and bouncing off different avenues we could go down with a name, it was clear that Namestormers had exhausted pretty much every single avenue associated with the brand.

They had thought of everything, and that is what impressed me the most. I could not look at the work and say - we didn't explore this, we didn't explore that. They covered everything. It was a very thorough job, and I am pleased with the work.

How effective was the workflow between your team and theirs?

Very effective. I was a single decision maker, and was working with 2 members of their team. There were no issues.

What did you find most impressive about this company?

The knowledge of Mike Carr, the ability to find what we needed in a name, and then exhaust every potential avenue possible. They made sure all the candy was out of that pinata.

Are there any areas for improvement?

None at all. We are looking forward to using them on future projects.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing and director for a bread production company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NameStormers?

We’re working on a new product that is going to be a new product line under one of our brands. NameStormers helped us come up with potential names for the product.

SOLUTION

What was the scope of their involvement?

We briefed them on the project, so we took them through all of our requirements and what we were looking for. They quickly laid out a plan that included two rounds of brainstorming. After each brainstorming session, they presented options to us. From there, we picked our top 10 names for them to take through consumer research. They also performed a legal search for the names to make sure they were available. With that information, we came up with our final list.

What is the team composition?

We started with three people and they brought on about three more at different stages of the project. We had one account manager who acted as our main point of contact. The owner, Mike, also stayed involved throughout the engagement.

How did you come to work with NameStormers?

I was urgently looking for a partner. We are part of an innovation share group. I reached out to them and asked for different recommendations, and NameStormers was one of three companies that was recommended.

They were the most responsive and the most positive team I called. I called them on a Friday at 5 pm and they immediately said they could do it. They quickly outlined their approach and how they would do it. On the next day — a Saturday — they sent me a statement of work, and we signed off on it on Monday.

How much have you invested with them?

I won’t give the exact amount, but it was very reasonable for what they were providing. Their services were well-priced within the industry. It was very fair.

What is the status of this engagement?

We began working with them about a month ago, in February 2021, and we completed the project a few weeks ago in March.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Normally, we try to name products internally, but NameStormers provided options that were on a totally different level. They completely opened our eyes to what was possible. Even our legal counsel said these were the best names she had seen in a long time. They were very creative. It really helped us refresh what we were doing.

I also appreciated that they provide the positioning for each name they present. They told a story about each name, which helped us see how we would use the name, how it fits the product, and how consumers would talk about it.

We have a great list of names, and honestly, they provided a much bigger list that we could pull from and recast if we wanted to. So it gives us great options for the future.

How did NameStormers perform from a project management standpoint?

They met every deadline and delivered on time. Once, we were late getting back to them with our rankings of the names, and they still got it in on time. They were very easy to work with. I hardly had to do anything other than show up to the meetings.

What did you find most impressive about them?

They really know what they’re doing. Even when it came down to the final names and we were presenting to our VP, NameStormers’ owner provided expertise and gave examples of what he has seen in the past. It was great to have that perspective.

Are there any areas they could improve?

Not at all. They gave us exactly what we needed.

Do you have any advice for potential customers?

When I work with them in the future, I’d be interested in seeing what other options they offered. We needed an answer quickly, but I would like to know what other services they could offer with a longer timeline.

BACKGROUND

Please describe your company and your position there.

Brand Marketing Manager. I am responsible for marketing strategy, innovation and brand management for the Non-Coffee beverage category.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire NameStormers?

We needed help identifying platform name as well as individual product names for a new lineup of colorful, refreshing drinks made with fruit flavors and coconutmilk.

What were your goals for this project?

Our goal was to identify a compelling name for a big bet product line, that would excite and entice consumers, particularly younger, female guests looking for a colorful, refreshing afternoon drink.

SOLUTION

How did you select NameStormers?

We have worked with NameStormers on a number of naming projects for Dunkin'.

Describe the scope of their work in detail.

We began the process with a kickoff meeting, where our team described the products, our goals for the platform and initial parameters for naming efforts.

This was followed by three rounds of naming share-outs from Namestormers - each round we gave them constructive feedback as we refined the approach and zeroed in on our top naming choices. Each round also include initial legal screening and considerations, which was helpful as we then vetted the options through our own legal team.

What was the team composition?

We worked closely with Sarah, their Director of Client Services, as well as Mike their Managing Director and Megan a Manager on their team. It was a very thoughtful, well rounded group.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Namestormers naming exploration and recommendations were creative and fun, and helped us as we finalized the platform. While our top choices from Namestormers were not approved by legal, we did pull through many of their insights as we worked through the individual product names.

The platform has not yet launched nationally, but we are excited for the launch and where we netted out on the naming and positioning.

How effective was the workflow between your team and theirs?

The team was very effective in sharing out the deliverables, scheduling our connects and following up as needed to ensure the project stayed on track.

What did you find most impressive about this company?

I was impressed by their creative thinking and efficiency.

Are there any areas for improvement?

Not every name they brought to us was a homerun, but in the brainstorming phase I think that is exactly right, and in some cases if the first naming option wasn't spot on, we were able to work together to refine and ultimately landed in a great place.

BACKGROUND

Please describe your company and your position there.

I am one of the Senior Strategic Planning Consultants for the iFranchise Group, voted the #1franchise consulting firm in an independent survey of over 700 franchisors in 2019 and 2020.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire NameStormers?

The client I am working with to structure their franchise program needed to change their brand name to something that can obtain trademark registration and more closely represent the brand's identity.

What were your goals for this project?

Find an appropriate name for the client's business that consumers will identify with and represent all the brand stands for.

SOLUTION

How did you select NameStormers?

I didn't select NameStormers the client did. But, I am familiar with NameStormers since a number of other iFranchise Group clients have worked with them.

Describe the scope of their work in detail.

NameStormers staff interviewed the client to gain a thorough understanding of the current business; discussed future plans for the brand and the current and future image of the brand. NameStormers then created a large selection of potential names providing research results on trademark potential and URL availability.

The initial list of potential names were presented during which time NameStormers took notes on the reaction of the client and myself to the initial selection of names. They then went back through the process two more times until the client was able to choose her top ten favorites. Those names were then submitted to over 300 individuals to get their opinions on the names.

The results were presented to my client and me in a detailed report. At that point, the client chose her five favorite potential names and submitted them to the trademark attorney for further investigation. The final name choice will be made after those results are in.

What was the team composition?

While the results were presented by three to four NameStormers individuals, many more were involved in the brainstorming sessions.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

NameStormers did an outstanding job at creating new names that both represent the future brand image the client is looking for and strikes a chord with consumers. Their creativity is completely amazing.

How effective was the workflow between your team and theirs?

They are unbelievably efficient, responsive, complete tasks on short time deadlines and maintain clear lines of communication.

What did you find most impressive about this company?

Their dedication to customer service, the creativity, the true concern for the success of their client and their staff.

Are there any areas for improvement?

I am usually a fairly harsh critic but in this business relationship, I cannot provide one suggestion for how they could have improved the service they provided to my client.

BACKGROUND

Introduce your business and what you do there.

I lead product marketing efforts for an automotive organization.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NameStormers?

We have a new product that we’re bringing to market this month. There were some working names for it internally, but we wanted to ensure that we were effectively exploring all of our options and examined the market before finalizing a name.

SOLUTION

What was the scope of their involvement?

It was a three-step naming process, starting with initial discovery. They made sure to cultivate an understanding of the end customer and our business objectives. Then, we moved into rounds of options for names with feedback coming from the larger stakeholder group. We continued to whittle down our name options based on feedback from the group until everyone was aligned on one name choice. 

What is the team composition?

We worked with a project manager, who was driving the process. There were also creative voices at the table.  

How did you come to work with NameStormers?

Some of our leadership worked with them before and saw good results. We were working on a short timeline and didn’t have the time to look at tons of providers. They were a strong, accessible choice.   

What is the status of this engagement?

We worked together from October–November 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

It was a very thorough process with plenty of opportunities for feedback. Their team brought many strong name options to the table through a thorough methodical system.  

How did NameStormers perform from a project management standpoint?

They did an excellent job keeping the project on schedule and making sure that we were informed. Accounting for all of our schedules, the project went very smoothly.  

What did you find most impressive about them?

They did a great job. Their research was thorough, and they backed creative ideas up with practical considerations.  

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

Trust the process. Their team does a great job leading and collaborating on naming projects. If you’re open and honest with feedback, you’ll get to your desired results.  

BACKGROUND

Introduce your business and what you do there.

I’m the innovation, planning, and analysis manager at Talking Rain Beverage Company, a beverage producer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NameStormers?

We were looking at developing a beverage for a specific demographic to address a specific need, and part of that involved developing the concept.

SOLUTION

What was the scope of their involvement?

We talked to them about the idea of the product and the strategy behind that, and NameStormers took that and came up with different names. There were three group think sessions where they presented 20–40 names and the 10 that they thought would resonate.

During that session, for the first 10 minutes, they encouraged us to say everything we liked about the names. At the end of the session, they narrowed it down and then came back with a smaller list. 

They took the information we gave them and looked at the trademark risks. They did their due diligence to let us know which names we would and wouldn’t have problems with. In the end, they delivered a book with all the information including the names and taglines.

What is the team composition?

I worked with Mike (CEO) and Sarah (Director of Client Services). 

How did you come to work with NameStormers?

Our organization had used them before, so when I asked our consumer research team for recommendations, they told me that NameStormers was amazing. 

How much have you invested with them?

We spent $16,000, and it was worth every penny. 

What is the status of this engagement?

We worked with them from July–August 2020. Even though we completed the engagement, we’re able to go back to them and consult them.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

What we wanted out of the engagement was 5–6 names that everyone felt good about and that our legal team felt confident about, and that was the case. NameStormers provided us with great work, and we’re still doing consumer testing.

How did NameStormers perform from a project management standpoint?

Their project management was everything I needed, and I wish all vendors were like them. NameStormers was clear about what they needed, next steps, and timelines, and they met all of their deadlines. 

They were fully committed to the project. They have a very quick turnaround time and are able to get things done within a week. The reason it took so long was because of me. 

What did you find most impressive about them?

The team’s quality and professionalism were impressive. From the moment I started working with them, I could tell they knew what they were doing. They were confident that they could get me what I wanted on time, and they did exactly that. 

Are there any areas they could improve?

No, I have no suggestions. I was happy with the timing, communication, professionalism, and quality we got. I was happy across the board. 

Do you have any advice for potential customers?

If you’re looking for a name, you need to know everything about your product. Giving them information about the consumer groups or what you’re looking to get out of it is very important.

BACKGROUND

Introduce your business and what you do there.

I’m a partner at Berengaria Development, a real estate asset management business.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NameStormers?

We were buying a new asset, so we needed to rebrand it. The first step was figuring out a name.

SOLUTION

What was the scope of their involvement?

NameStormers went through a discovery phase to figure out what our vision was for the assets and what our philosophy was. They then started to give us name options, sending us about 20–30 different name options every two weeks.

They would explain the meaning behind the names, as well as the pros, cons, and trademark infringement possibilities.

We would then provide them with feedback on what we did and didn’t like. We went through that iterative process four times, and we eventually got to a point where we narrowed our options down to 3–4 names. 

What is the team composition?

Mike (CEO) led the project, and two other teammates also worked on the project.

How did you come to work with NameStormers?

One of our previous partners had worked with NameStormers previously.

How much have you invested with them?

We spent $16,000.

What is the status of this engagement?

We worked with them from July–August 2020. It was about a 4–6-week process.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The names that we liked the most were significant trademark risks, so we had to pick lower options. I was able to talk to Mike about it, which was helpful. Even though it was out of the scope of work, he gave us feedback that balanced the feedback we were getting from legal counsel.

Because Mike has been in the business for a long time, he was able to help us discern between the risks we should be afraid of versus the risks that were possible but improbable in their fruition.

How did NameStormers perform from a project management standpoint?

It wasn’t a high-pressure project, but they did well.

What did you find most impressive about them?

NameStormers was exceedingly creative.

Are there any areas they could improve?

No, I have no suggestions. They weren’t the cheapest, which I know could be a limit for other people.

Do you have any advice for potential customers?

Respect NameStormers’ name selection process. Trust their experience and that there is a rationale behind the process.

BACKGROUND

Introduce your business and what you do there.

I am the executive director of a national campaign called Think About Your Eyes. We are a coalition of vision industry and professional optometrists. The purpose of our program is to promote eye health, vision, health, and the importance of an annual exam.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NameStormers?

With the COVID-19 pandemic, we found ourselves in a position of transition, like a lot of organizations. We feel like because we’re a consumer-facing initiative, it was a good time to reevaluate everything we do, and that included our name.

SOLUTION

What was the scope of their involvement?

We asked them to explore new names for our organization and help us come up with something that we could evolve into a brand. We needed it to resonate with consumers, reflect what we do, and had a strong call to action.

We did a creative brief with them, went through a lot of good questions about our challenges, and what we needed to change. Based on that, we’re going to build a campaign around the name they proposed. In our next steps, we’re going to reach out to them again to support branding and logo design.

What is the team composition?

We communicate with two project managers the most. We worked with them the entire time, so there was a lot of continuity. We appreciated that we weren’t pushed off to junior level team members.

How did you come to work with NameStormers?

Our senior marketing manager worked with NameStormers in the past. We reached out to them based on his recommendations. Once I was brought into the conversation, we had a really good call and we clicked right away. From the beginning, they understood what we were trying to do. I was also really impressed at the speed of which they delivered the products to us. After talking to them, we had a creative brief within a day.

How much have you invested with them?

We’ve spent less than $10,000.

What is the status of this engagement?

We started working with them in June of this year and the project is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

At every point, they delivered a product to us, either a document or a presentation. I appreciated that at every stage of the process, we were looking at the evolution of the names. It was an interactive process and we were able to pick what we liked.

At the end of it, they delivered an e-book for us that had everything that they shared with us along the way. This was a huge win for us and I never expected it. When I shared this information with the rest of our coalition, I was able to answer their questions on the process and share the e-book with them as well. It made everything transparent.

How did NameStormers perform from a project management standpoint?

It was such a fast and seamless process. Everything moved quickly and they met every deadline along the way. Often, they had work ready before the deadline. It was great.

What did you find most impressive about them?

There are a couple of things they do really well. First, they’re excellent listeners. That is so critical, and I could tell they listened in every single deliverable. Then, their ability to do consumer testing and give us that insight into what consumers think. They truly presented us with every bit of information so we could make the best decision possible.

Are there any areas they could improve?

I cannot think of anything they could do better.

Do you have any advice for potential customers?

Be clear about what your problem is, and let them articulate the solution that they can provide.

BACKGROUND

Introduce your business and what you do there.

The larger organization’s called The Vision Council. We’re an association that serves the eyecare industry. There’s a unit within the organization called Think About Your Eyes, which is a consumer awareness campaign about the importance of eye health.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NameStormers?

Following the economic downturn, we faced a large challenge. Our partners that contributed to the campaign took back a significant portion of our funds. We had to part ways with our partner agency and cut our campaign's sizable budget. During that process, we decided to start fresh. We wanted to create a new campaign with a more appropriate name.

SOLUTION

What was the scope of their involvement?

NameStormers developed a new name for our campaign. Their team gave every name a description, definition, and meaning. After two rounds of naming, we identified a favorite name and two backup names. Ultimately, their team will create a new logo and standards guide when we have an opportunity to fully execute a rebrand.

What is the team composition?

I primarily worked with three people including Mike (Founder) and Sarah (Director of Client Services).

How did you come to work with NameStormers?

I worked with NameStormers twice almost 15 years ago. They had a terrific approach to developing and presenting names. When this opportunity to rebrand arose, I contacted Mike through LinkedIn. He was ready and able to work on this project

How much have you invested with them?

We spent $15,000–$20,000 on this initiative.

What is the status of this engagement?

We started in the middle of June and finished the project in early August 2020.  

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The person I directly report to was blown away by NameStormers. After their first conversation, she was impressed with Mike and Sarah. They clearly and thoroughly explained concepts. Their team was also efficient and professional. Also, I ran the new names past a couple of folks who loved it.

How did NameStormers perform from a project management standpoint?

We communicated via email, phone, and Zoom. Their team wanted unabashed feedback. They were responsive and honest. When we needed more information, their team was helpful. We may need to present the name to a subcommittee, and they’re willing to help us. Their team goes above and beyond.

What did you find most impressive about them?

Their team was totally helpful and ready to explain everything thoroughly. They’re a smart and personable team.

Are there any areas they could improve?

I can’t think of a way for them to improve. There weren’t any hiccups or rough patches.

Do you have any advice for potential customers?

Let them be the professionals. Be completely honest with your feedback, input, and reactions. Let them do what they do best.

BACKGROUND

Introduce your business and what you do there.

My company is in the consumer-packaged goods industry, specifically the beauty categories. And my position is the associate marketing director.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NameStormers?

We were looking to enter a more creative and playful space with the product proposition. We brought them on to help us name a new product.

SOLUTION

What was the scope of their involvement?

Our number one priority was brainstorming a ton of relevant names in our space. They explained why they were attributing those names into the benefits space, how they were unique and different for the brand. They also did preliminary trademark research to understand the availability of those names.

What is the team composition?

I worked with two people on their team.

How did you come to work with NameStormers?

They were recommended internally. Another team in my company worked with them on a different project and said that they had done great work and were easy to work with.

How much have you invested with them?

We spent less than $50,000.

What is the status of this engagement?

We started working together in October 2019 and we wrapped up in November 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The product is just getting into market now. One of the names that they provided stuck and we’re leveraging that. We definitely achieved our objective.

How did NameStormers perform from a project management standpoint?

Fantastic. They were early on every deliverable and were very thorough. I was not expecting the depth of the work they did on the trademark research. They had a large team behind the scenes that was creatively developing the names we were working on.

We generally communicated over email.

What did you find most impressive about them?

They have a very creative team that clearly thought through each name. It was evident that they were familiar with our industry and were able to differentiate us because they have unique point of view.

Are there any areas they could improve?

Maybe if they provided more examples in and out of the category. So we knew why they were recommending certain names.

I’m not sure if this is a pro or a con, but they didn’t have a strong opinion on the names they brought to the table. They objectively presented each option, which is probably appropriate, but they could make a creative recommendation.

Do you have any advice for potential customers?

Their point of view is out of your day-to-day work. So the things that you understand, such as the brand tone, project history, and market, they’re not as familiar with. Therefore, you should create a more comprehensive brief.