WANT

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of a company called brand x. We’re a branding company, so a consultancy. We work with CEOs directly to help them strategize their branding and marketing initiatives.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

I’ve worked with WANT Branding for a long time, specifically with Jonathan (Founder and CEO). When I bring them into a team, it’s for two things: naming or brand positioning. We had a client that needed to rename and refresh their brand.

SOLUTION

What was the scope of their involvement?

A big part of our engagement helped our client identify their target audience and how to communicate with that target. Our project was based around processes and helping them understand strategy. 

We discussed how a name would transform their brand. WANT Branding and I took them through a specific process to find a new name and communication direction. They created a new name that would speak directly to their main target. We delivered the communication strategies in that name specifically.

What is the team composition?

We worked with Jonathan.

How did you come to work with WANT Branding?

I’ve been working with Jonathan on and off for about 20 years. We pitched against each other over the years and, at times, were brought in together on projects. Then, we joined forces as strategic partners. I engage Jonathan for naming projects and he brings me in for certain projects too.  

How much have you invested with them?

We spent around $25,000–$30,000 on WANT Branding’s services for this project.

What is the status of this engagement?

We started in January 2019 and wrapped up in three months.

RESULTS & FEEDBACK

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

The biggest metric for success is whether or not the client’s happy, and they were thrilled. We showed them how to go down this process that we created for them. Their CEO was delighted because he wanted to use that process when he briefed his team on any marketing project.

How did WANT Branding perform from a project management standpoint?

We managed the project and didn’t use any particular management tools for this project. We communicated by email. We had specific milestones for each month that we met. There weren’t any hiccups.

What did you find most impressive about them?

Their strategic thinking is probably the best in the business. WANT Branding is unlike any other branding consultant that I’ve ever worked with. Jonathan’s one of the best naming strategists in the business.

Are there any areas they could improve?

No, he’s the best.

Do you have any advice for potential customers?

I consult with CEOs and always tell them to listen to experts. The best CEOs hire the best experts and listen to them intently. Let Jonathan take you through his process. If you do, you’ll get a great result.

BACKGROUND

Introduce your business and what you do there.

I was the EVP for VantaCore Partners. We bought small, family-owned quarries and the material that they produced is core to the infrastructure of the US.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were forming the company and we were struggling with a brand identity and straplines for the business. Our executives had all sorts of ideas, but we wanted something a little better than what we were coming up with.

SOLUTION

What was the scope of their involvement?

I tasked them to come up with a strapline, or tagline, and name for the company. We had a conference call to tell them about our business, and they proposed 3–4 ideas. They came up with this idea of “Advantage through core minerals,” which actually became our strapline. So the concept of our business was encapsulated by what they came up with. The advantage part was to show that we create some value

What is the team composition?

We had one direct contact, and I think maybe one other person worked on it.

How did you come to work with WANT Branding?

I’m friends with the managing director, so I contacted him directly.

How much have you invested with them?

We spent a little less than $10,000.

What is the status of this engagement?

The project lasted from September–October 2006.

RESULTS & FEEDBACK

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

We were looking for something to differentiate our business, and they definitely delivered. We really stood out and it stuck in everyone’s memories. We wanted a strong name, and I was pleasantly surprised with the outcome. The name they created epitomized what we were trying to do and resonated in the industry.

How did WANT Branding perform from a project management standpoint?

We communicated weekly–they would just ask questions when they needed it.

What did you find most impressive about them?

They understood our business and was able to accurately reflect that in the name.

Are there any areas they could improve?

No, I was really pleased with the product.

BACKGROUND

Please describe your company and your position there.

I am the founder of Perpetual Licensing - a strategic brand licensing agency, that fosters partnerships between brand owners and licensees. As a small agency, I am responsible for most of the business operations including marketing, finance and strategy.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

We hired Want to help us in the development of the new company name and brand identity.

What were your goals for this project?

We wanted a company name that was indicative of our new approach to brand licensing - fostering long-term licensing partnerships, along with a brand identity that was reflective of a professional organization.

SOLUTION

How did you select this vendor?

I had known Jonathan from Business School and reached out to him after our internal team couldn't come up with something that we liked. I spent time with Jonathan discussing the vision for the company and our goals, and he was confident that his team could create the right solution.

Describe the scope of their work in detail.

Although it was a short-term project, the team at Want did some discovery upfront to really understand our business and vision. They took the time to delve into our style and what type of names and design we appreciated.

They included us in the ideation process and had us use their proven tools prior to implementation to make sure we selected the right solution. After which, they advised on the work we needed to do to finalize the name and identity.

What was the team composition?

I mostly worked with the CEO of WANT, Jonathan Bell, but there were several others on his team that participated in phone calls & meetings

RESULTS & FEEDBACK

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

The final brand name continues to be our corporate company name even as the business has grown and evolved. A business partner joined the firm a few years and we agreed to keep the name because it has been effective and had built up some equity in the market.

Since then, we’ve refreshed the logo and some of our marketing materials but the name has endured. We are still very happy with the name and our clients appreciate the name and vision.

How effective was the workflow between your team and theirs?

The Want team had a clear plan and had obviously done this type of work before. This was a tremendous help as there was a proven process in place. Things were laid out well and we all followed the plan.

What did you find most impressive about this company?

The team at Want is highly experienced and based on previous work, can approach these types of projects with a great perspective and proven tools to reach our goal.

Are there any areas for improvement?

None that we can think of. We really had an amazing experience with the team at Want.

BACKGROUND

Introduce your business and what you do there.

I’m the vice president of sales for a natural gas company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

I started a new natural gas marketing firm and needed all the associated brand elements. I wanted a name that was specific enough to say what we do but also broad enough to work as the business developed.

SOLUTION

What was the scope of their involvement?

We collaborated about the nature of the business and the customer types so that WANT Branding understood what we did and who we targeted. Jonathan (Managing Director) came up with a name that met our business needs, so we didn’t need to change it. Their team also created a name that had access to a URL that worked for us.

What is the team composition?

My main point of contact was Jonathan.

How did you come to work with WANT Branding?

I reached out to Jonathan because we’re both alumni of NYU Stern School of Business. 

How much have you invested with them?

The engagement cost between $10,000–$25,000.

What is the status of this engagement?

We started talking in 2001 and completed the branding project in January 2002.

RESULTS & FEEDBACK

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

The name met our needs, describing that we were in the energy market but had a much better ring to it. WANT Branding did a fantastic job and the company was successful. I sold it in 2007 to a larger natural gas marketing firm, which is why the name changed.

How did WANT Branding perform from a project management standpoint?

We communicated via phone and email. They were responsive and got tasks done on time.

What did you find most impressive about them?

Jonathan's bright and experienced, working with a multitude of companies around the world. WANT Branding not only understands branding on a local level but also on an international level. They won’t come up with ideas that only work in one region but not in others.

Are there any areas they could improve?

No, not that I can mention.

BACKGROUND

Introduce your business and what you do there.

I work at a technology company in the social impact marketing group. Social impact is a combination of corporate social responsibility, diversity, and inclusion.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We had a new program we were launching and were trying to figure out what to call it. So we enlisted their help to name the program.

SOLUTION

What was the scope of their involvement?

It was strictly a naming project. They looked at our product and who we were targeting. They gave us about 30 names to choose from and a few creative directions. From there, we decided on which name to pick.

We wanted a balance between a creative and memorable name, that was still realistic and intuitive. So right away, we wanted our audience to know what it’s about. We wanted people to be excited about the program.

What is the team composition?

My main point of contact was the owner, and I think he had at least three other people involved.

How did you come to work with WANT Branding?

I’ve worked with them in a different capacity years ago. I had a really positive experience with them then, so when this opportunity came up, I gave them a call to reengage with them.

How much have you invested with them?

We invested $17,000.

What is the status of this engagement?

We started working together in December 2019 and it was completed by January 2020.

RESULTS & FEEDBACK

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

WANT Branding came up with that magical combination that satisfied all of our requirements. We didn’t have the budget to do any testing, so we had an internal committee review the names. From there, we selected which one we wanted to use. They were really happy with the breadth of the ideas we got from them.

How did WANT Branding perform from a project management standpoint?

They met the deadlines. As you can tell, it was a short turnaround on the project. They were very responsive and we only used phone and email.

What did you find most impressive about them?

They’re very good at giving many options. So, when we weren’t sure exactly what we wanted, they helped us sharpen our focus and figure out the direction we wanted to go in.

Are there any areas they could improve?

No.

Do you have any advice for potential customers?

They’re really easy to work with, I don’t think there’s a trick to it.

BACKGROUND

Introduce your business and what you do there.

I’m the director of brand design for a customer insights company. We focus on identity resolution and data enrichment.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

As our company transitioned from a start-up into a more mature, corporate organization, we recognized a need for new brand positioning.

SOLUTION

What was the scope of their involvement?

WANT Branding worked in several phases through the project. The first was brand discovery, where they really made an effort to understand who we were as a company and what our values are. The team met with several internal stakeholders, including our CEO, president, vice president of marketing, and others. 

Next, WANT Branding helped us to define our brand and audience in order to leverage the most effective messaging strategies. We looked internally, at consumers, and at other brands in the process of identifying our values and direction. 

They also created our new logo, compiling a new color palette, typeface, and visual branding. 

What is the team composition?

We worked with three main people. Bruno (Senior Director, WANT Branding), was our local rep who was a great resource for brainstorming in-person. We also worked with the CEO and an account manager. The project was supported by a team of designers and strategists.

How did you come to work with WANT Branding?

Our former VP of marketing, who found them through Clutch, introduced us to them.

How much have you invested in them?

We spent around $50,000 on the project.

What is the status of this engagement?

We worked with them on this project from June–October 2019.

RESULTS & FEEDBACK

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

Since we’ve launched, we’ve received a lot of great feedback on the new branding, especially the logo and slide presentation templates. WANT Branding pulled all the design elements together in a sophisticated and polished way, which has helped us stand out at meetings and events. The work has been very meaningful to us.

WANT Branding has made such a positive impact on our business with their efforts in the rebranding project. We’re very grateful for their work and feel we wouldn’t have been able to achieve the same level of success without them.

We would love the opportunity to work with WANT Branding again.

How did WANT Branding perform from a project management standpoint?

We kept in touch primarily over email and had regular conference calls. The communication was excellent, and we never had any issues. The team was always available to us.

What did you find most impressive about them?

WANT Branding was very flexible with us and our timing. Their patience and professionalism in handling some of our requests was impressive. Ultimately, that helped the team deliver an excellent final product.

Are there any areas they could improve?

The whole project went very smoothly. I couldn’t say anything negative about them.

Do you have any advice for potential customers?

Trust WANT Branding and lean on their strength. The team is very knowledgeable about what they do, and they have years of experience. They have a wide range of strengths they can employ to achieve your goals.

BACKGROUND

Introduce your business and what you do there.

We’re a Mexican FinTech firm. I’m the head of marketing for a new product we’re developing. We have a new product that’s a financial service suite for small and medium-sized companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

The new product is a spin-off of our main business, so we needed a new name, brand, and logo for the launch.

SOLUTION

What was the scope of their involvement?

The experience was positive. We defined a scope of work, signed an agreement, and the two directors came to Mexico City. They spent a day and we went over the brief and talked about our ambitions for the brands. First, we did three rounds of naming, for which they provided 66 options. We had three main criteria:

1. Had to be in-line with the brand we were creating
2. Had to be available to trademark in Mexico
3. Had to have a .com domain available.

After that, they created the logo. We did about five rounds to define it, and it was the longest phase of the project, which we weren’t expecting. Then, we had a big workshop on brand colors. For deliverables, they created a full digital brand book with several applications of the logo. They also provided an extra deliverable, but we’re going to launch it soon so it’s still confidential.

What is the team composition?

We had direct contact with three people: Jonathan (Founder & CEO, WANT Branding), Todd (Chief Creative Officer, WANT Branding), and Celeste (Brand Consultant, WANT Branding).

How did you come to work with WANT Branding?

We saw some options on Clutch, contacted them, and started working with WANT.

How much have you invested with them?

We spent $90,000 with them.

What is the status of this engagement?

We worked together from October 2019 until January 2020.

RESULTS & FEEDBACK

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

The key success metrics were the deliverables: brand name, logo design, brand book, and the design of the product we’re going to launch. Those four things were delivered and we were quite satisfied.

How did WANT Branding perform from a project management standpoint?

There were some parts when they were a little less available than usual, but, overall, they were quite available and fast in responding.

What did you find most impressive about them?

They got the brands and were very open to working with us although we were in different countries. They were quite approachable and open too, and the level of the creative and proposals was high. On the critical parts of the project, there were several rounds of feedback. they were open to giving an extra set of rounds for us to be happy with the final deliverable as well.

Are there any areas they could improve?

They should be open to the idea of having several stakeholders in the decision-making process. We had to touch bases with investors, CEO, CFO. There were several opinions and I felt that they were kind of frustrated. They overcame it though and worked on the rounds we asked for.

Do you have any advice for potential customers?

Be very clear on the scope of work and probably add a couple of extra rounds to feel safe that you’re going to have enough room to ask for changes.

BACKGROUND

Introduce your business and what you do there.

I’m the associate VP of product digital sales at Royal Caribbean Cruises. We oversee and manage all of our digital capabilities from booking tools, our API, and our B2B website. Our primary customers are global travel partners and sales managers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

WANT Branding has worked with different teams within our organization. Royal Caribbean primarily engages with them whenever there’s a new brand to create. I work in a challenging area of technology, which differs from marketing.

We were developing a new AI chatbot for partners to leverage our website to assist with services that included client reservations. The beta platform was launched under the name “chatbot,” and once we learned how the partners would be leveraging the technology, we committed to deploy and further enhance the platform. WANT Branding came in to create a specific name so we could go to market.

SOLUTION

What was the scope of their involvement?

After we engaged with them, we wrote up a scope that had research and analysis. We went into what the platform is for and how it would be used, and who the target customers were. They then came back and assessed potential brand names that could go to the market.

During several naming rounds, the team at WANT Branding found identifiable names to fit the platform and our goals. They went through trademark and linguistic searches across different global markets. We also needed to ensure the name had no negative connotations or conflicts with other industry competitors before working with our attorney to register the name.

The engagement took about three to four weeks. After going over goals and objectives, we had to demo the platform. Their team came back with the potential names, and after two or three rounds of reviewing, we waited for stakeholder approval.

Once the name was locked in, and everything was secured, our creative partner developed all of the creative work, including a logo and style guide, that surrounded the name.

What is the team composition?

In total, we worked with three or four. Jonathan (Founder & CEO, WANT Branding) and Bruno (Senior Director, WANT Branding) were my two main points of contact.

How did you come to work with WANT Branding?

Our marketing partners had been using WANT Branding for several years, specifically for naming ships or public areas within our newer ships. We were looking for a reliable partner to brand a new booking tool. After having conversations with our marketing team, they recommended WANT Branding.

After having a great interview and meeting with them, we were convinced they were the right fit. Their team did an incredible job with the booking engine, making it one of the most successful projects for us in years. After we established that relationship, it’s been a no brainer that WANT Branding is who we go to for any branding needs.

How much have you invested with them?

For the last project, we spent between $40,000–$50,000. In total, we’ve spent about $100,000.

What is the status of this engagement?

We started engaging with WANT Branding in June 2014.

RESULTS & FEEDBACK

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

WANT Branding hit the mark. We’re happy with the results so far. In our latest launch, we saw an increase two-fold from our benchmark. The brand caught on, placing well with our other names. The travel partners are also having fun with it. We have a great marketing strategy to communicate and execute.

I appreciate the personal attention WANT Branding pays to their clients. Clients are always working with their top two employees that know the business inside and out. They’re also well-rounded. Customers are working with the very best, and they can trust their team. We know that we will never find ourselves in a situation where someone has already claimed what we’ve put money behind.

Their team is clear in their creativity and presentation. They ensure their clients understand each decision behind their recommendations. In my experience, we’ve always found the name or brand after several reviews. We’ve never had to start from scratch because there’s always something we can use.

How did WANT Branding perform from a project management standpoint?

From a project management aspect, they’re excellent. Their communication, research, assessments, and delivery are all on point. Along with always being on time and within budget, the team at WANT Branding is open to new ideas. Unlike others, they want to deliver the best work that represents the product and ensures success in the market.

What did you find most impressive about them?

WANT Branding doesn’t disappoint because they’re the very best. We’re extremely satisfied with the work they’ve done and will do in the future. Since we’re always creating new platforms and technologies, we will always need their services.

Are there any areas they could improve?

In my experience, they’ve been great. Project management is an area that usually needs improvement, but their team excels. WANT Branding communicates their statuses, laying out excellent plans. If they’re going to be delayed, they communicate that as well. Their deliverables are also always as expected.

Do you have any advice for potential customers?

Give WANT Branding a chance. Interview Jonathan and Bruno. Tell them your business case, scope, goals, and objectives. As long as they understand what you want to accomplish, I’m certain they’re going to deliver amazing work that will increase your revenue or satisfaction. Meet with them face-to-face. Share everything you’re looking for and give them a chance. They’re a great group that will deliver on your promises.

BACKGROUND

Introduce your business and what you do there.

I am the president of Zix Corporation, an international freight forwarding company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We have developed software that we use for in-house operations, but after getting some feedback from colleagues in the industry, we decided to make available in a subscription model. In order to promote the application, we knew we needed a good name and brand.

SOLUTION

What was the scope of their involvement?

WANT Branding provided branding services for our software, which is designed strictly for the freight forwarding industry. It tracks shipments and allows coordinators to record the process and status of the order. Customers can log in and check the status of their shipments and add specific instructions. The software is also a portal for customs paperwork. 

The WANT Branding team helped us position ourselves in the market. After filling out a questionnaire for them, we went through ways we could present the software and reach out to customers. They started having ideas for names almost immediately, and we had a good back and forth. 

What is the team composition?

We worked with three members of the WANT Branding team. 

How much have you invested with them?

As of now, we have invested about $10,000.

What is the status of this engagement?

Our ongoing engagement with WANT Branding began in October 2019.

RESULTS & FEEDBACK

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

While we have yet to launch the public-facing web app, it is going to have a major impact on our business. Everyone in our office was happy with what they created. 

Thanks to WANT Branding, we have a much more national approach to marketing our platform. They brought things to my attention that I wouldn’t have otherwise thought of. There are about 15,000 potential clients for this app and WANT Branding really took the time to understand the industry.

How did WANT Branding perform from a project management standpoint?

Their project management was very organized. After filling out the questionnaire, which helped us figure out what we wanted to do, we had a conference call. They regularly answer any questions I have.

What did you find most impressive about them?

It was really cool to see the creative side of things. WANT Branding is incredibly artistic and we’re very happy with the results. 

Are there any areas they could improve?

No, my experience has been excellent so far.

Do you have any advice for potential customers?

Take the time to fill out the questionnaire as honestly and thoroughly as you can, it helps you make the most of the relationship with them. Otherwise, they might have been stumped. 

BACKGROUND

Please describe your company and your position there.

We are a real estate investments firm that buys apartment buildings across the United States. I am the principal.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

I hired Want to help with my logo, color schemes, and website design.

What were your goals for this project?

To create a brand that was distinguishable and one that was an improvement over other real estate companies

SOLUTION

How did you select this vendor?

I had 3 or 4 groups that I found online. Want had some impressive companies that they had done work for and I felt most comfortable giving them the job.

Describe the scope of their work in detail.

We got on an initial call to go over what I was looking for. They got back to me and we got into more detail about what I wanted and how the process works. I sent them some websites/brands/logos that I liked and then we went from there.

They came back with 13 or so logos and from there we narrowed it down and made tweaks. We got down to 4 logs in the next revision and then got down to 2 logos and went into colors from there.

We agreed on a logo after that and mostly picked the primary and secondary colors. The next step was they sent over a package with the logo, fonts, colors, etc. We then got into the website design.

They sent over the first shots and we made some changes to simplify the design. Once it came back we had a few more revisions and new ideas and eventually settled on a great design.

What was the team composition?

I worked directly with Bruno. He was my point of contact almost the entire time.

RESULTS & FEEDBACK

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

We have not yet launched the web page but I am extremely happy with it and I have gotten great feedback from those i've shared it with (as well as the logo)

How effective was the workflow between your team and theirs?

it was great

What did you find most impressive about this company?

They understood what I wanted while providing their thoughts and creativity.

Are there any areas for improvement?

None that come to mind.