WANT

BACKGROUND

Introduce your business and what you do there.

I’m a partner at a global branding agency with offices in New York City, Toronto, Dubai, and Mexico. We have about 125 people globally.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were looking for a naming partner to collaborate with us on a project. 

SOLUTION

What was the scope of their involvement?

The initial project went well, so we’ve used WANT for their naming expertise on four different projects, including one industrial spinoff, one financial services, and two health tech brands.

WANT Branding led the naming portions of larger branding engagements. Their scope included competitive intelligence on category names, generating names, joining us for in-person and phone meetings, leading the naming sessions, helping the clients feel comfortable with the names, working with legal to ensure the names were available, and helping the client in the end go through the trademark process.

What is the team composition?

We worked with 3–4 people, primarily Jonathan (Founder) but also Bruno (Senior Director) and John (Brand Analyst).

How did you come to work with WANT Branding?

We were introduced to them by a member of my team who had worked with Jonathan in the past. Even though we do some naming at MBLM, we had a client that was really looking for expertise, so we brought WANT on. It worked very seamlessly, so we’ve continued to work with them.

How much have you invested with them?

I’d say about $100,000–$120,000.

What is the status of this engagement?

Our work together began in the spring or summer of 2016, and it’s ongoing. We probably average one project a year. 

RESULTS & FEEDBACK

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

They were successful in aligning complex client organizations on a single name, which is sometimes very challenging. From our end, they were successful in the tasks that we gave them, which weren’t particularly easy. 

We hired WANT as an extension of our team. We measured their success by the fact that the client was satisfied with the work, as well as their ability to answer the client’s questions and revise as needed, come up with thoughtful and strategic names, and then deliver one that was available. If none of the names the client liked ended up being available or able to be trademarked, I would’ve considered it less successful, but we’ve always had a positive outcome.

How did WANT Branding perform from a project management standpoint?

They were comfortable using whatever tools we had, whether that was Slack or Teams at the time. They were also very reachable by email or phone, which was probably more standard 4–5 years ago. A lot of our sessions were remote because of client locations, but we’ve also done things in-person. I’ve found the coordination easy; they’re prompt, reliable, and available.

What did you find most impressive about them?

They’re really subject matter experts in the naming field. We’ve used Jonathan in pitches, and he’s very charismatic and provides a lot of confidence. On the naming front, they’re probably one of the best that I’ve worked with.

Are there any areas they could improve?

Not from my end. They always over-delivered, so I wouldn’t say there’s anything they could improve on.

Any advice for potential customers?

Ask all of the questions that you want. They’re very well-versed and willing to immerse themselves in industries they may not know about. They also have a lot of industry expertise across different categories. They’re smart and thoughtful, and I’d definitely use them in terms of presenting; they have a lot of presence and charisma. If you’re looking for a naming consultant to bolster a team or a client engagement, they’re definitely up to the task.

BACKGROUND

Introduce your business and what you do there.

I’m the senior VP for sales and marketing for C.J. Foods, now known as Alphia. My role is to oversee our entire commercial division, from sales to marketing and anything that’s consumer-facing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were trying to bring together three companies under one brand. We needed it to be a quick process, but also one that really tied each company’s heritage and legacy together; the companies had been around for anywhere between 35–50 years. We wanted to ensure that all of those things were incorporated into a modern, consumer-facing brand that reflected our go-to-market approach.

SOLUTION

What was the scope of their involvement?

WANT Branding did full market research in tandem with us. They really listened and heard what our challenges were, and they were down-to-earth in their approach. They did 18–20 internal stakeholder interviews, working from a blank slate to articulate what it is that makes us special. 

Their team worked to identify, in a clear and concise way, that special magic that makes us what is now known as Alphia. They designed the entire brand proposition, from brand building blocks to our tagline and the branding itself. 

What is the team composition?

We worked with three primary people: Jonathan (Founder), Bruno (Senior Director), and John (Brand Analyst). There might have been a couple of other folks working on our project, but those three were our primary points of contact.

How did you come to work with WANT Branding?

I found them online and really liked the way that they represented themselves. We talked to around 6–7 different companies, but it was clear that WANT Branding just got us. They understood what we were looking for from day one. 

How much have you invested with them?

We spent a little less than $200,000.

What is the status of this engagement?

Our work together was from February–May 2020.

RESULTS & FEEDBACK

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

We just launched the Alphia brand about a week-and-a-half ago. A lot of people knew what we were doing in terms of the new name and mission, but based on the unbelievable response we’ve seen from our customers, internal employees and stakeholders, and the investment community, it’s clear that WANT Branding just hit the nail on the head. We felt that they did everything right, and the response has validated that. They’ve really articulated who we are and who we look to be in a way that I don’t think we could’ve done with any other branding company.

How did WANT Branding perform from a project management standpoint?

Unlike other clients who come in with a brief and lots of structure around the project, we didn’t provide many guidelines. They were really adaptable and responsive; they listened to what important to us and then articulated that in a way that brought the brand to life. They understood what the deliverables were. The team was able to run at a pace and keep me accountable to running at that pace.

What did you find most impressive about them?

They not only gave meaning to a logo and name, but also gave meaning that really helps to bring to life the story of this company. 

Are there any areas they could improve?

We had a really great experience, so no; they just got us. I’d recommend them to anyone. 

Any advice for potential customers?

Be really open to what they push you to consider as a company. They pushed us in a few really good ways. I’d also recommend listening to the feedback that your employees and internal stakeholders provide; that was really insightful to me and helped form what we thought our employees would want.

BACKGROUND

Please describe your company and your position there.

I am the CEO of Roar Media, an integrated marketing-communications firm.

OPPORTUNITY / CHALLENGE

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

Naming services for the development of a new name for a regional civic planning project sponsored by the Obama administration and a local consortium of companies designed to foster greater regional collaboration and to increase the region's competitiveness.

What were your goals for this project?

To develop a a memorable, relatable and powerful name that was symbolic of the initiative.

SOLUTION

How did you select this vendor?

Want Branding developed a powerful name, "Seven50" which symbolized the seven county region and the 50 year plan. It was extremely well received and applied in a number of creative and innovative ways.

Describe the scope of their work in detail.

Want Braning seamlessly managed the project from A to Z leading the naming committee through a tight and well organized process that led to a successful outcome.

What was the team composition?

Their three person team was effective and efficient. Jonathan Bell was personally active and committed to the success of the project.

RESULTS & FEEDBACK

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

The name was a big hit. We received a tremendous amount of praise and kudos for the name as it creatively captured the essence of the initiative.

How effective was the workflow between your team and theirs?

Excellent. Seamless.

What did you find most impressive about this company?

They combine creativity with common sense.

Are there any areas for improvement?

None to think of.

BACKGROUND

Introduce your business and what you do there.

I’m a senior consultant at an ad agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We’ve actually worked with them quite a lot over the years, but I’ll be talking about the most recent engagement. We had been hired by a client to do their branding and positioning for a new product that they were launching, and with that came naming the product. My company brought on WANT Branding to help support those naming efforts.

SOLUTION

What was the scope of their involvement?

WANT Branding helped us with the naming development process. They researched and developed close to 100 naming options, which were based on the brand position that we’d developed for the client’s new offering. 

What is the team composition?

I believe there were four people on their team, but we worked directly with Jonathan (Founder). We were in regular contact with Bruno (Senior Director). Celeste (Brand Consultant) joined the calls as well. There was always a team on every call.

How did you come to work with WANT Branding?

The relationship between WANT Branding and my company predates my time. It’s been an ongoing relationship. I was introduced to Jonathan and his team through my boss.

How much have you invested with them?

This project’s budget was $25,000.

What is the status of this engagement?

The last project was from June–July 2019.

RESULTS & FEEDBACK

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

Overall, the WANT Branding team was very careful throughout the briefing process. They were super diligent about the questions they asked us because they really wanted to get a good understanding of what the product was and what it represented from a branding perspective. At the end of the day, we helped my client narrow down the naming options to a shortlist of five names, one of which they decided to move forward with and has since been launched to the public. Our time working together was successful.

How did WANT Branding perform from a project management standpoint?

Their ability to meet deadlines and communicate was great. We didn’t use any project management tools specifically; we just developed a timeline, and they followed it. They always got us everything when we asked them to. They did exactly what was expected of them, and then some. Throughout the project, they listened to our team and incorporated not only the feedback we gave them but also the feedback that our client gave them. Our projects often have really tight timelines just because of the nature of the work that we do, so it’s great that they can deliver on those.

What did you find most impressive about them?

They’re just really great at hearing what we want, and they’re very focused on making our client as well as our team happy. We have used them for years and will continue to use them moving forward. Their ability to understand the different products that we bring to them in terms of naming is really great.

Are there any areas they could improve?

Honestly, nothing comes to mind at the moment. Jonathan and his team are great; I really can’t think of an area that they could improve on.

Any advice for potential customers?

From the perspective of a naming development process, be as specific as possible in your naming brief. Be very clear about what you’re looking for and the types of naming avenues that you want the WANT team to explore. The more clear you are in that initial briefing, the less opportunity there is for them to deviate, and the more opportunity there is for you to deliver on what you or your client are looking for.

BACKGROUND

Introduce your business and what you do there.

I’m the COO of Algobate AG, a specialty pharmaceutical startup. We are in late-stage development projects, creating new pharmaceutical products.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We have several late-stage assets, and in preparing a global launch, you need a brand name, which we didn’t have. 

We had one that wasn’t acceptable for all markets so we needed to start from scratch and develop a global brand name for our late-stage assets. Our industry is very highly-regulated, which makes choosing a brand name very difficult.

SOLUTION

What was the scope of their involvement?

WANT Branding listened carefully to our brief to understand the competitive field of the product to make sure that we didn’t come close to names that already existed. We then gave them the look and feel we wanted for the brand.

The team came back to us with a debrief of how they understood our needs and we verified whether or not they were on the right track. They proposed to do a survey of the market in stage one, and a naming session in stage two.

What is the team composition?

We worked with Jonathan (Founder & CEO), and we were in regular contact with three other teammates. At other sessions, we worked with different lawyers and creative teammates. 

How did you come to work with WANT Branding?

After doing a screening, we found that WANT Branding was the company that ticked all of the boxes, especially because they responded to us quickly.

How much have you invested with them?

In total, we spent about $70,000.

What is the status of this engagement?

We worked together from September–December 2019.

RESULTS & FEEDBACK

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

WANT Branding was careful in the debriefing process and diligent in mapping out the work scheme. They also got us in agreement with everything very quickly. We were always happy with their qualitative and quantitative inputs. 

At the end of the day, we were pleased with the final result, which was a shortlist of three top names, one of which we chose for the global brand. Additionally, the name we chose was legally- and linguistically-cleared.

How did WANT Branding perform from a project management standpoint?

The team delivered according to the timelines and listened to us. They did everything proactively and at a high standard. WANT Branding also asked us frequently if they were producing exactly what we wanted. 

They were professional, agile, and client-oriented. The team delivered punctually, and the project was correctly-budgeted and correctly-executed. They used a project management tool that they shared with us.

Through the tool, we were able to see charts, deliverables, and multi-functional engagements. This made it easy for us to track where they were as well as their next steps. It was all easy to follow.

What did you find most impressive about them?

I’ve worked with other branding agencies in previous roles, and my experience with them is that they usually offer you an over-decorated Christmas tree. They try to sell you more than you need. They also tend to be arrogant and don’t like to hear what the client wants. 

WANT Branding is much more humble and client-oriented. They don’t oversell or over-promise, which makes them stand out from their competition. That’s why I will continue to use them. 

Are there any areas they could improve?

Nothing jumps to mind right away because they scored very high on almost all of the inputs we asked for. If anything, they could have had a system that tracked all of the touchpoints with the clients, be it a call, a text, an email, or a videoconference.

It would’ve been great to see the overall touchpoints and to see if they were all consistent. I wanted to see the alignment of touchpoints between the agency and the client. I’m sure they have a log of clients, but we didn’t have access to it. 

Do you have any advice for potential customers?

Be as precise as possible in your brief. Nail down exactly what you’re looking for, and spend time on it. The clearer you are during the initial phase, the less opportunity there is for them to deviate from the brief.

I would also advise clients to be realistic in terms of their timelines. The process is tedious and it takes time because it involves third-parties, research, and panels. Plan for 3–4 months, which is even on the optimistic side of the timeline. Overall, I highly recommend WANT Branding if you’re in pharmaceuticals.

BACKGROUND

Please describe your company and your position there.

We are a start-up launching a new crowd-sourced data business for small business owners.

OPPORTUNITY / CHALLENGE

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

Assistance with generating and reviewing new brand names and legal review to complete the process.

What were your goals for this project?

Finding a unique, TM-free name that encapsulates our new brand.

SOLUTION

How did you select this vendor?

I knew of WANT Branding's track record and success and work with companies of all size.

Describe the scope of their work in detail.

They helped generate a list of names, provided feedback on new ideas, narrowed down to the finalists and provided legal review on availability & risks associated with name.

What was the team composition?

Worked directly with the founder and his legal team.

RESULTS & FEEDBACK

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

Very quick and successful outcome: reached a new brand name we are very happy with and a legal review that gave us comfort to proceed.

How effective was the workflow between your team and theirs?

Outstanding - clear, frequent communication.

What did you find most impressive about this company?

The depth of knowledge, the willingness to provide clear guidance, and tell us things we "didn't want to hear," the creativity and business savvy were impressive.

Are there any areas for improvement?

None for us!

BACKGROUND

Introduce your business and what you do there.

I’m the president of Sincro.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were launching a new brand, a spin-out from our parent company.

SOLUTION

What was the scope of their involvement?

WANT Branding helped us come up with a new name, logo, and brand position. They came and spent time with us to get to know our organization’s key stakeholders and culture, which they incorporated into the end result.

What is the team composition?

We worked with five people. Jonathan (Founder & Managing Director) was our primary contact.

How did you come to work with WANT Branding?

They were a referral.

How much have you invested with them?

My company spent $155,000.

What is the status of this engagement?

We worked together from February–May 2020.

RESULTS & FEEDBACK

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

It’s too early to have success metrics, but the qualitative feedback is that they exceeded our expectations under a very aggressive timeline. We’ve gotten good feedback from both our internal team and our customers, who like our new name. Customers particularly like our logo and the story behind it.

How did WANT Branding perform from a project management standpoint?

They were very organized and kept us up to date. We did have to adjust timelines and move faster than we originally anticipated. They beat our target timeline. They were highly communicative and clear about what they needed from us along the way.

What did you find most impressive about them?

They have a lot of experience with new brand development, which enabled them to move quickly. It was clear that naming and brand building were their core areas of expertise. Compared to other agencies I spoke with about this job, WANT Branding seemed more confident; they have a lot of experience to lean on. They had a set process that they followed and the ability to move fast, which was a priority for us.

Are there any areas they could improve?

At the onset of the job, they could’ve set expectations a bit more. Finding new names is very challenging, so helping us understand at the beginning what the end result would look like would’ve been helpful. We could’ve used more upfront education about the reality of the process, like the fact that there wouldn’t be a lot of names to choose from based on how difficult it is to get trademarks.

Any advice for potential customers?

Spend time with them upfront and really let them get to know your organization. They ask great questions and are able to quickly assess the landscape and the culture. Make sure that your key stakeholders are available to them throughout the process so that they stay aligned with the business. I’d also say that trusting their expertise brings value to the process.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing and business development for Glide Rite Corp. We provide maintenance services to companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We came up with a new product to launch. We were in the process of developing this product for the last 4–5 years. We used a generic name that we didn’t like. We needed a product name to help us move forward.

SOLUTION

What was the scope of their involvement?

WANT Branding helped us figure out a name for our new product, which was the first step to any branding and marketing campaigns. Before they started the project, they conducted in-depth interviews to gather as much information as possible to incorporate it into the product's name. From there, their team focused on name exploration. We went through two and a half rounds.

They held presentations when their team discussed different names. They talked about the categories under which the names fell. During the presentation, their team talked about what each name meant to them and how they got to it. We then had discussions and talked to people internally to hone a name.

What is the team composition?

Four people from WANT Branding worked on this project. We worked with Jonathan (Managing Director) closely as well as John (Brand Analyst) who must’ve been the project manager.

How did you come to work with WANT Branding?

I found WANT through Clutch. Jonathan was eager and excited about the project. We had more in-depth conversations than I had with other agencies. He included our product and ideas into his proposal. He put more time and thought into his proposal that others.

How much have you invested with them?

We spent $10,000 on their services.

What is the status of this engagement?

We worked on this project between March 2020–April 2020.

RESULTS & FEEDBACK

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

They were diligent, quick, and focused on the project. Their team put thought into the project. They were open to listening to what we had to say.

How did WANT Branding perform from a project management standpoint?

WANT managed the project well. We had good communication. Their team was timely and listened to us. They considered our feedback and put it into action.

What did you find most impressive about them?

WANT was open-minded and listened to us. They didn’t have a lot of ego in the game. Their team was able to take feedback well.

Are there any areas they could improve?

No, I can't think of anything. 

Do you have any advice for potential customers?

Be open-minded. It’s hard when you’re coming up with names to find that one perfect name. Take the time to sit with a potential name and have open conversations with WANT to process ideas.

BACKGROUND

Introduce your business and what you do there.

I’m the senior director of marketing and training at a digital marketing agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

My company has been around for a while, but it was recently acquired. Within the last month, we announced that the deal closed and are in the process of launching a new brand, which WANT Branding helped us develop.

SOLUTION

What was the scope of their involvement?

WANT Branding helped us name the company. Based on the name, we did logo and mark development as well as internal and external brand positioning. They developed the brand style guide with colors, logo usage, and all of that. The team also delivered initial PowerPoint templates.

What is the team composition?

My two primary points of contact were Jonathan (Managing Director) and Bruno (Senior Director). Three team members were on most of the calls.

How did you come to work with WANT Branding?

We were referred to them by one of the companies that was financially backing the acquisition. That company brought WANT Branding to us as a firm they recommended we look into for the rebranding effort. 

How much have you invested with them?

I believe we spent $155,000.

What is the status of this engagement?

The work was from February–April 2020. As soon as it was identified that we had a buyer and an intent-to-purchase signature, we engaged with WANT Branding quickly. They did a lot of their work on a really compressed timeline.

RESULTS & FEEDBACK

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

The team was great to work with. They had a good process for going about the naming and branding. They worked with an extended team on our end, and they took feedback and quickly turned it into deliverables and updates in a well-organized and thoughtful way.

How did WANT Branding perform from a project management standpoint?

WANT Branding met their deadlines, and communication was good. They were engaged and responsive. The team made it really easy for us to make decisions by providing clear options. They did a really great job getting things done, especially given the timeline. We primarily communicated via email and phone calls.

What did you find most impressive about them?

They were able to do what they needed to do very rapidly. We were not only impressed by how they went about the naming process, but also by the options that they presented and the creative process they took to get us to our final logo and mark. The combination of quality and speed was impressive, especially since we were basically starting from zero and needed everything to happen quickly.

Are there any areas they could improve?

The core stuff they did went really well. We didn’t have to go back to them with significant reworks or changes; when we did have tweaks or modifications, they were responsive. In general, for what we hired them to do, they did a really great job.

Any advice for potential customers?

I wasn’t involved in some of the upfront conversations, so I’m not sure if we had any challenges in terms of getting the project going. I was brought in once they had done a lot of the foundational work, and from that point on, things moved rapidly and stayed on track throughout the process.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Fuacata Sports. We do wholesale distribution of water sports gear.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

Our company had exclusive distribution for one of the higher-end surfboard brands. We wanted to learn our clientele's sentiment about the brand. We hired WANT Branding to get us an overall view of our clients’ perspectives about the brand that we distribute. We wanted to know our clients’ perception of the brand including their feelings towards pricing, marketing, and the product.

SOLUTION

What was the scope of their involvement?

We developed a line of questioning and then a hypothesis about the brand. We checked the hypothesis with a sample set of our dealers, which their team created based on geographical location and client size. Their team also went with us to a trade show where they had exposure to several of our partner companies.

Their team asked the questions to our sample set of dealers and recorded the interviews. They visited the surf shops and meet with the owners and employees and videoed their responses to the questions. By engaging in a conversational way, the results were not only instructive but also gave us guidance on how to improve.

They gave us information on how to improve and come out with a final product that we could use to market ourselves to other dealers. We were also able to take the positive comments and cut them into a promotional video for our dealers around the country.

What is the team composition?

The team was made up of three people including the principal who did all of the interviews.

How did you come to work with WANT Branding?

We were attracted to their proposal because it not only gave us an analysis but also an end product that we could turn around and use to market ourselves based on the research.

How much have you invested with them?

The project cost approximately $20,000.

What is the status of this engagement?

We worked on this project in 2011.

RESULTS & FEEDBACK

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

Their efforts were game-changing for us. It was hard to make big decisions on our marketing spend when we were in the dark. We heard from our dealers what made our product easy to sell and what made our product difficult to sell. It was helpful to know what drove their decisions on how much they bought from us. In fact, we created an incentive program based on the information that boosted our sales tremendously. We were able to basically double our sales based on the learnings from their research.

We created an entirely new model for how wholesale distribution is done in the age of internet sales and marketing. We created a new process through which a retail customer buys from our website but the order's filled by the nearest retail outlet. This made our customers really happy and it was a service that no other distributor provided.

How did WANT Branding perform from a project management standpoint?

At the time, we didn’t have in-house marketing or experience with branding. We had to trust an outside company to understand our business model and understand our brand. Their team was methodical about what they were trying to accomplish for us. They stayed within the scope and produced the correct results. They were professional, so we were happy with their project management.

What did you find most impressive about them?

We completely changed our business model based on what we learned from WANT Branding’s work. Their team’s efforts were eye-opening and changed our behavior.

Their gathering of the interviews was interesting. I wasn’t there for the actual filming and questionnaire, but I know all of my dealers. It was fun to see their candid responses in the editing room. That was the most interesting part of the project for me. I really enjoyed being engaged in the process.

Are there any areas they could improve?

No, not that I can recall. Everything went like clockwork.

Do you have any advice for potential customers?

Be willing to put in the time if you want a good product because they’re willing to put in the time. They will take the time to craft a research program that’s results-driven specifically for you. You have to be willing to put in the time to help them understand your business model and challenges.