The Naming Group

BACKGROUND

Please describe your company and your position there.

I am the VP of Business Development at DouxMatok, a food-tech company based in Israel. We developed a sugar based sugar reduction solution based on real cane sugar, that allows for up to 50% sugar reduction in various food products while maintaining the same sweet taste.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Naming Group?

As we were preparing to launch our sugar reduction solution in Europe and U.S., we have decided to brand our sugar (not straight forward for B2B food ingredients), and the first step was to find a name that will resonate with consumers, who are looking for foods with overall better nutrition without the taste compromise.

What were your goals for this project?

Our goal was to develop a distinct brand-name for our proprietary product, that will appeal to both the end consumer and to DouxMatok’s direct customers – food companies. We are building our ingredient to be the 'new sugar of choice’ for consumers.

SOLUTION

How did you select this vendor?

We collected recommendations from marketing people in our network, interviewed 5 of them, and it was clear to us that Nina and the Naming Group's approach and vibe were a perfect fit. This ended up being one of the best decisions we've made in the process!

Describe the scope of their work in detail.

The naming work started with defining naming criteria that underlie our brand strategy, and building clear and agreed filters to screen in and out names. The process was well funneled - from a list of number of recommended name candidates that went through a trademark screening, we ended up with 3 final ones to select from.

What was the team composition?

We worked directly with the founder and president, Nina Becjhart, and her partner, Jana Zednickova.

RESULTS & FEEDBACK

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

The name we picked is Incredo. It was the first step in bringing our brand to life, and that choice paved to way for all other brand decisions. We get great feedback on the name from customers, consumers and other marketing vendors that worked with us since then.

How effective was the workflow between your team and theirs?

Very effective and clear from the begining.

What did you find most impressive about this company?

Nina and the Naming Group team were super professional - not only we were very happy with the result, but the process was very well managed - from setting expectations, managing the process' methodology , addressing psychological and emotions of all stakeholders in the process, being open to feedback and flexible enough to use it to optimize the outcome.

A year and a half later, we are still in touch and consult on brand dilemmas with Nina!

Are there any areas for improvement?

NA

BACKGROUND

Please describe your company and your position there.

I am the founder of Interior Design Firm, a psychotherapy practice for adults, teens, couples and families based in Los Angeles, CA. I work with all kinds of people who struggle with all kinds of problems: individual adults, teens (mature-ish ones), and couples. I specialize and have advanced training in the treatment of trauma and all of its residual symptoms (EMDR), as well as in couples therapy (PACT and The Developmental Model).

I hold a bachelor’s in English and a master’s degree in education from UCLA. I also hold a master’s degree in Marriage and Family Therapy from Fuller Seminary’s Graduate School of Psychology. I am currently a Clinical Associate in psychoanalytic training at the New Center for Psychoanalysis and a member of the American Psychoanalytic Association.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Naming Group?

Back in 2018, I was operating as a sole proprietorship but decided to expand my work into a group practice, a place for me to supervise & train new therapist interns, a space for other independent therapists to facilitate group therapy, or possibly just a larger office space where therapists sublease space from me.

What were your goals for this project?

I needed a name that was going to serve my vision and honor my style while also creating a welcoming brand to collaborate with others, too. More specifically, I needed a name that would show that I am “irreverently helpful.” I’m comfortable with complicated and not afraid of the messiness that comes with being human.

Practical yet sensitive. I can move pretty comfortably between “dark night of the soul” matters and Arrested Development references in any given session. I believe we can do deep, meaningful, challenging work while also sharing some laughs. Any life worth living includes a certain amount of play. I think my clients and colleagues would say we spend time honoring the sacred as well as the absurd.

SOLUTION

How did you select this vendor?

The Naming Group was referred to me by my attorney who I worked with to set up my business.

Describe the scope of their work in detail.

The Naming Group asked me to complete a full project questionnaire first. It asked me questions about myself and my brand vision and goals for my business. From there they conducted their own strategy research and creative development.

They presented naming criteria (the things the name should accomplish) and a number of different conceptual areas of exploration along with a large number of different names with strategic rationale for each.

What was the team composition?

I worked closely with Nina (Founder, The Naming Group) throughout the process.

RESULTS & FEEDBACK

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

My business name sets us apart from other group therapy practices in an extremely good way! It catches people’s attention, captures the essence of our brand, and it is always a conversation-starter, which is invaluable. Working with Nina throughout the development process, I was challenged to clarify the vision for my brand and articulate some of the business's core values I knew on an unconscious level but had not fully brought to awareness.

This clarified awareness has allowed me to hire the right therapists who share these values and believe in the brand. My whole group has said that working under the name “Interior Design Firm” has helped attract the client demographic we were aiming to reach: professionals, creatives, who can be both intentional and playful about doing their emotional & psychological "inner/interior” work.

My experience with The Naming Group allowed me to consolidate my company's vision in a way I would have never been able to do on my own and attract the right staff and clients. We truly enjoy our group practice's name.

How effective was the workflow between your team and theirs?

Extremely effective. Nina, the company founder, was clear about the process, expectations, and deliverables. She was professional and delightful to work with. I felt completely comfortable sharing my thoughts and feelings throughout the project discovery/questionnaire process, as well as about the ultimate name recommendations she provided.

When I was anxious and requested additional feedback, she was both supportive and challenging. At many points, I considered going with one of the “safer” directions, and while being supportive, she would remind me of earlier discussions in which I had committed to being bold. I found the workflow between my company and theirs to be both thorough, thoughtful and efficient.

What did you find most impressive about this company?

I found that The Naming Group truly listened to, helped me clarify, and understood my goals and company ethos. They were able to capture the essence of what I was going for in naming our group and produced a name that fits who we are.

Also, Nina is a word wizard, and it was truly a fun experience to collaborate with her to locate in language the exact feel I was going for. She is professional, creative, and has developed a collaborative process that works.

Are there any areas for improvement?

None.

BACKGROUND

Please describe your company and your position there.

I am the Marketing Coordinator of Sheldon Manufacturing, Inc. an ISO 9001:2015 certified manufacturer of high quality and innovative constant temperature equipment to the global market. Major product lines include incubators, humidity test chambers, ovens, water and bead baths, and anaerobic chambers for the life science, pharmaceutical, biomedical, environmental and industrial markets.

My role there includes implementing marketing strategies, analytics, etc. in order to help Sheldon grow, along with assisting and coordinating exhibitions and shows, updating the website with current information, creating marketing materials using Adobe Creative Suite, brand building/awareness.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Naming Group?

We needed to develop a name for an exciting new line of features-heavy incubators that will have a base model and upgrades that consolidates several functions that were previously found only specialized incubators.

In short, we’re hoping to offer an incubator that is similar to buying a car – one model with several possible options when ordering from the factory. There are 8 different configurations of this unit that will be available.

What were your goals for this project?

Usually, our name scheme is an acronym of the product, for example: “SMO” is a “Sheldon Mechanical Oven”. Since this product is different than our others, we would like to have a unique name as well.

A named product with aesthetic design elements (polished graphical user interface, curved door with graphics panel) may not be seen as “serious” in the market and introducing a line of brand-new modern incubators will be met with some doubt, so we needed a particularly strong name that instills confidence in users.

SOLUTION

How did you select this vendor?

I searched through branding and specifically naming agencies through Google. I reached out to 5 separate companies for quotes.

I ultimately chose the Naming Group after talking with their team, I was impressed with their case studies and especially with all the white papers on their site detailing the specific considerations of brand name choice.

Describe the scope of their work in detail.

The Naming Group asked us to complete a comprehensive project overview and brand questionnaire before they embarked on conducting their own internal research.

They presented a number of strategic insights including contextual support, name type recommendations, a competitive snapshot and opportunities, name tone and unique selling proposition definition along with a number of name candidates across different naming territories.

Names were also presented with visual contextualizers to show how they would appear in real-life usage.

What was the team composition?

Nina, Founder/President was our main point of contact. Naming consultants worked on the creative portion of the project.

RESULTS & FEEDBACK

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

Our product is still in the“pre-launch” stage, but the reviews of our new name have been extremely well received internally. We haven’t done something like this for this brand of products, so we are very excited to release it to a wider market.

How effective was the workflow between your team and theirs?

We received a schedule with project milestones and when deliverables would be expected from our team. Nina was always very prompt in getting back with questions.

What did you find most impressive about this company?

I appreciated their passion for what they do. Most people can’t really get excited to work on a project focusing on incubators, but they were eager to step into an industry they hadn’t worked with before. They came up with valuable insights into our industry that other companies lacked.

Are there any areas for improvement?

Some of the people in our company were a little confused by some of the questions they asked but was a non-issue once they were clarified. We are planning on using their services again in the future!

BACKGROUND

Please describe your company and your position there.

I’m the corporate development manager for BritePool. We’re trying to create an all-inclusive, verifiable ecosystem formed and owned by the digital marketing industry.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Naming Group?

We needed to create a brand name and descriptor for our newest venture. Our core offering is both B2B and B2C, which posed a unique naming challenge.

What were your goals for this project?

We set out to position our brand to be both irresistible to consumers and transformational to the advertising industry, making people trust and accept modern advertising. The name had to create a strong picture in people’s minds.

SOLUTION

How did you select this vendor?

One of our founders conducted an extensive search and chose The Naming Group because of the high quality of work featured on their website. Additionally, their philosophy and approach to selecting a name aligned with our goals.

Describe the scope of their work in detail.

The Naming Group started out by interviewing stakeholders to gather company and brand information. Then, they conducted their own exhaustive industry survey, tracking key customers, competitors, and the language they used to refer to competing products. We learned our space was saturated with jargon, which consumers don’t naturally trust or gravitate toward, and that customers are skeptical of identity tech platforms.

Using these insights, The Naming Group created criteria to identify an approachable, helpful, and exciting name. They presented an initial set of name candidates for us to respond too, and then they integrated our feedback. After screening final name candidates, they mocked up a website landing page and provided potential user language for each candidate. Finally, they led us through a decision-making process.

What was the team composition?

We worked directly with Nina (Founder, The Naming Group) and a second resource on this project. They brought on a trademark specialist and a few other people behind the scenes as well. The Naming Group also introduced us to a trademark attorney we used.

RESULTS & FEEDBACK

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

We were able to register our first-choice name for a trademark and are now developing branding around it. Even though it’s still early, we’re happy with how the name stands out in the crowd.

How effective was the workflow between your team and z theirs?

From the beginning, The Naming Group was transparent with their workflow and helped guide our team through it. They proposed a timeline and stuck to it and ensured all our voices were heard. We weren’t caught off-guard by anything because they were upfront about what to expect.  

What did you find most impressive about this company?

They excelled and distilled various stakeholders’ opinions and suggestions down into names that met our initial criteria (satisfy both the B2B and B2C markets) without being too tech-centric.

Are there any areas for improvement?

No, nothing comes to mind.

BACKGROUND

Please describe your company and your position there.

I’m the chief of ideas at IN GOOD COMPANY. We’re a culture-conscious creative and strategic brand consultancy founded on a belief that how you work directly impacts the work itself.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Naming Group?

We needed to develop a name for one of our clients.

What were your goals for this project?

We wanted someone to develop several name candidates based on the brand foundation we’d already laid. The name had to bring a modern perspective to luxury and style while promoting women, culture, and community.

SOLUTION

How did you select this vendor?

One of our team members recommended The Naming Group to us.

Describe the scope of their work in detail.

We’d already started creating our client’s brand, and The Naming Group immediately jumped in to clarify it and better define our strategy. During a research phase, they worked seamlessly with our team to make additions to our internal documents. They then produced a comprehensive deck of name candidates grouped by strategic direction and up-front strategic insights. The strategic insights provided carefully researched whitespace, language trends, themes, tones, and decision-making criteria we could pass along to our client.

What was the team composition?

Of all the team members at The Naming Group, we worked most closely with Nina (Founder, The Naming Group).

RESULTS & FEEDBACK

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

The Naming Group’s output far exceeded our expectations. The care, creativity, and expertise they put into every option were beyond compare.

How effective was the workflow between your team and theirs?

We worked together seamlessly. From the thorough, easy-to-execute kickoff exercise through to every deck presented, working with them is like welcoming back a well-oiled member of your team. I couldn’t ask for more.

What did you find most impressive about this company?

Naming is a fine art, and the people at The Naming Group are masters. The best part was seeing the thought and creativity they put into all the names—each one strategically on-point but without sacrificing the fun we were after.

Are there any areas for improvement?

No, not that I saw. I loved every bit of our engagement and I can't wait to work with them again.

BACKGROUND

Please describe your company and your position there.

I’m the CEO of a new client-services company. We’re an innovative agency that helps companies make sustainable, relevant progress through their people.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Naming Group?

This new company is formed through a merger of two smaller agencies/consultancies, so we needed a new company name and narrative. We needed these things to combine the two company’s histories. We also needed significant help finding simple ways to explain who we are and what we do, breaking through a crowded, buzzword-filled space.

What were your goals for this project?

We needed to identify a new company name and positioning that represented our direction as a firm. We wanted to find simple ways to explain who we are and what we do, breaking through a crowded, buzzword-filled space.

SOLUTION

How did you select this vendor?

Myself and the co-founder had each known the founder of The Naming Group, Nina, for years. They were the obvious choice because of their specialized expertise, impressive client work, and humanized approach. We had complete trust in their capabilities, so selecting them was a no-brainer.

Describe the scope of their work in detail.

The Naming Company gave us a scope with 4 phases. The first included discovery and research of our company. Their team gave myself and our co-founder forms to fill out about who we were, where we hoped to go, and our competitive landscape. Nina had us compare our answers to clarify the discrepancies, resulting in a more unified understanding of our goals. The next phase involved planning. The team developed naming criteria for selecting names, including essence, tone, and differentiation. The team spent significant time defining our essence. The next phase focused on the creation, in which Nina sent us possible names and took our feedback on them. Lastly, her team ran a trademark screening for the name we wanted and we made our final decision.

What was the team composition?

We worked primarily with Nina; she referred us to a partner for the trademark screening and offered a trademarking lawyer. We provide our team during phase four of the decision-making process.

RESULTS & FEEDBACK

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

Though we haven’t launched yet, we have found a name we feel incredibly confident in. We’ve gotten incredible support from our clients. The name has given our team the momentum and clarity we need to be a brand for thought leadership. Although it's scary to leave behind our old name, we have confidence in moving forward because of the help from The Naming Group. 

How effective was the workflow between your team and theirs?

The Naming Group team was very clear about the progress and the scope of the work. Each deliverable was given to us with a clear cover page about where we are in the process. The cover pages included graphics showing our exact progress and what was to come. We communicated with Nina through email and Google Docs; she was even more responsive than we expected.

What did you find most impressive about this company?

The team was up for the challenge and made us feel valued throughout the process; they went above and beyond for this project. There was a significant amount of work Nina had to do upfront to figure out what made us different from our competitors. They were able to break down complex ideas into concepts we could fully understand. We would definitely work with this team again because it was a near perfect experience. The Naming Group accomplished what we had been trying to do for years, in just a few weeks.

Are there any areas for improvement?

If they were to include more information in the progress graphics on the cover pages, it would help us understand the micro-steps in the process.

BACKGROUND

Please describe your company and your position there.

I am the CEO and co-founder of Greenhouse Software, the world’s fastest-growing enterprise talent acquisition suite. Our software products help our customers identify and attract top talent, deliver exceptional experiences to candidates, make faster and smarter hiring decisions, and continuously iterate and improve their recruiting.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Naming Group?

We needed a name for the company that would help position us in a very crowded market with hundreds of competitors and a low perception of value by customers.

What were your goals for this project?

Our goal was to have a great name that would set us apart from the competition. Our name should capture the benefits of a software platform that provides exponential value by helping transform a company's entire approach to hiring.

SOLUTION

How did you select this vendor?

I was fortunate to meet Nina (Founder & President, The Naming Group) and learn about what they do. After hearing about their sophisticated and thorough approach, it was clear that it was worth it to invest in real professionals and not just make up a name by looking for available domains, like so many startups do.

Describe the scope of their work in detail.

They ran a thoughtful and systematic process. After evaluating the market and developing themes, they established a clear framework for us to strategically evaluate name ideas. They delivered a number of decks and interim work that demonstrated their professionalism and skill. These helped align our key stakeholders and ensured the final outcome had real buy-in.

What was the team composition?

Nina led the project and had a creative partner brought in for research and design execution.

RESULTS & FEEDBACK

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

Our name serves as the lynchpin of the brand. Nearly seven years later, it still stands out as something elevated and aspirational amongst a sea of boring, me-too brands.

How effective was the workflow between your team and theirs?

They were thorough, effective, and efficient.

What did you find most impressive about this company?

I had never imagined that something as seemingly simple as naming a company or product could have such a winning methodology behind it. They had real expertise applied thoughtfully and with great taste, judgment, and experience backing it up.

Are there any areas for improvement?

None.

BACKGROUND

Please describe your company and your position there.

I’m the SVP of Digital Marketing at tronc, a media company with titles including the Chicago Tribune, New York Daily News, and The Baltimore Sun.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Naming Group?

We needed to develop a name for a new web property we were exploring that would cut across the geographically-specific articles and audiences currently associated with tronc’s eight news brands in the U.S.​

​​​​​​What were your goals for this project?

This project marks an important development point in the company. The name had to represent a brand in and of itself with the possibility for syndication to other outlets.

SOLUTION

How did you select this vendor?

After reaching out to a number of different naming agencies, we found that The Naming Group was the best fit for our needs.

Describe the scope of their work in detail.

The Naming Group conducted an initial intake process, having us complete a thorough brand questionnaire in addition to conducting their own internal research. They presented a number of name candidates along with strategic insights for each, real-life mockups of what the names would look like in context, and other decision-making guidance. This helped us envision the names as brands in the real world.

What was the team composition?

We worked primarily with their founder.

RESULTS & FEEDBACK

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

Among the suggestions we received from The Naming Group, we landed on one name that was universally praised and which cleared trademark review.

How effective was the workflow between your team and theirs?

They were prompt, efficient, and clear.

What did you find most impressive about this company?

Beyond the favorable timeline and cost, the most impressive component was the quality of the work. They fully understood what we were trying to accomplish via their thorough intake process, and thus produced naming suggestions that nailed the assignment on the first try.

Are there any areas for improvement?

None.

BACKGROUND

Please describe your company and your position there.

I am the founder and creative director of Cosma Schema, a global brand strategy, design and experience agency focused exclusively on servicing the new space economy. We help aerospace companies of all sizes reach new audiences to advance the future of spaceflight and further humankind’s movement toward the cosmos.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire The Naming Group?

We hired The Naming Group to name our agency, assist with brand positioning, and communications.

What were your goals for this project?

As the first (and still the only) agency devoted solely to assisting clients in the space economy, we had a unique opportunity and our name needed to make a serious impact. We needed a brand and name that not only established trust and credibility in a conservative industry, but that helped us stand out creatively.

SOLUTION

How did you select this vendor?

A friend in my network highly recommended The Naming Group. Their comprehensive proposal and clearly defined process set them apart from competitors during the selection process.

Describe the scope of their work in detail.

Thorough from beginning to end, the brand development and naming process involved deep market research with special attention to our business goals and creative leadership vision. Brand positioning was established first, followed by strategic name development and URL selection. They continue to advise us on copywriting and overall brand communication.

What was the team composition?

I worked primarily with Nina Beckhardt (Founder, The Naming Group), but others were involved in the naming process as well.

RESULTS & FEEDBACK

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

Not only is our name unique, evocative, and memorable, we have exclusive ownership for all social media handles and even the incredibly rare dot com domain. Creating a name that meets all of those requirements in the startup space is extremely challenging. Far exceeding my initial expectations for this project, The Naming Group has become a trusted partner in helping us shape our brand. We even contract their brand services for our own clients.

How effective was the workflow between your team and theirs?

The workflow was extremely effective and efficient. The Naming Group delivered more than we expected ahead of schedule. What more could we ask for? Feedback was welcome at every step of the process and we were adequately counseled on the new name adoption.

What did you find most impressive about this company?

Among the many things that impressed us was their ability to easily grasp the complexities of the space industry. Drawing on a sound, seamless process and a phenomenal depth of knowledge, they advised us the smallest details of creating an effective verbal brand to appeal to a very specific audience.

Are there any areas for improvement?

None!

BACKGROUND

Introduce your business and what you do there.

I’m the director of brand at an IT company focused on storage and data management.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire The Naming Group to accomplish for your brand?

We hired The Naming Group to rename our company. Initially, we needed specialized help to determine whether a rename was strategically necessary and beneficial. Once that determination was made, we needed a naming partner adept in the creative and strategic dimensions of naming. Additionally, we needed someone who could help us manage the challenging decision-making process of replacing a 15-year-old brand name for which there were strong internal attachments.

SOLUTION

What was the scope of their involvement?

The Naming Group conducted executive interviews, stakeholder management, naming options, guided ranking criteria, and industry research to inform best practices.

What is the team composition?

We worked with 2–5 members of The Naming Group’s team.

How did you come to work with The Naming Group?

We found them through a referral. We chose them over other naming or branding agencies because they had high ratings, their pricing fit our budget, they had a great culture fit, and their company values aligned with ours.

What is the status of this engagement?

We worked together from March 2024–March 2026.

RESULTS & FEEDBACK

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

Our primary metric of success was whether we could get the executive team to agree on a new name. We needed a name that resolved the known issues with the previous name, aligned with the future direction of the company, and was legally defensible at the global scale at which we operate. We had felt for a while that a name change was in order, but these discussions had stalled in previous iterations for lack of alignment. The Naming Group was brought in for a process that could create consensus and agreement across a large group of executive stakeholders.

How did The Naming Group perform from a project management standpoint?

The Naming Group and Nina (Founder) were always highly responsive and flexible with the complex schedules of our executive decision-makers. They came with a well-defined process with clear goals for each stage and worked closely with the brand team at each stage to prepare deliverables for our decision-makers. When we had last-minute questions and quick turnarounds for feedback, The Naming Group responded to our needs quickly and with care.

What did you find most impressive or unique about them?

The Naming Group’s ability to bring industry best practices and build a bespoke process that leveraged our executives’ expertise and vision was impressive.

Are there any areas they could improve?

I can’t think of anything for The Naming Group to improve.