Zinzin

BACKGROUND

Please describe your company and your position there.

I’m a marketing manager at an eco-friendly cleaning products producer. We specialize in sustainable home cleaning products and maintenance solutions.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Zinzin?

We needed to develop a brand name to launch in the US market. It would be a sister brand to one in the UK.

What were your goals for this project?

Our UK brand is widely known, so we needed a name that suited our existing identity, ethos, and company mission. It needed to have its own message, yet not steer too far away from what we already were.

SOLUTION

How did you select this vendor?

Our UK Director researched established naming/branding agencies and felt Zinzin was the best fit. We felt a connection immediately when we interacted with them.

Describe the scope of their work in detail.

Once we got introductions out of the way, we created a detailed brief and brand assessment. This helped Zinzin focus on keywords that represented both our current brand and where we wanted to go with our US identity. We then held conference calls to develop name-scapes and pinpoint our brand positioning. Finally, they delivered a report of their best options.  

What was the team composition?

We worked closely with Zinzin’s CEO and Creative Director throughout the process.

RESULTS & FEEDBACK

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

We’ve selected a unique and relatable name for our US brand thanks to Zinzin. The name has generated significant interest pending its official launch, so we’re quite pleased.

How effective was the workflow between your team and theirs?

We collaborated on a series of conference calls and report reviews. This system worked well, as our teams were traveling throughout the project.

What did you find most impressive about this company?

Their ability to create abstract yet fitting names was exceptional. This stems from their habit of getting to know their clients and working from their perspective. While other vendors select options based on their own ideas, Zinzin considered our feedback and input.

Are there any areas for improvement?

We didn’t see any need to improve. Their workflow was great, and we had lively discussions on every call.  

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of Larky. We work with app developers to improve the functionality of their mobile apps and communicate more effectively with their users based on location.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

Our company didn’t have a name when we got started, so we hired Zinzin to help us choose one.

SOLUTION

What was the scope of their involvement?

They initially interviewed us to get a sense of the spirit of our company. We wanted to come across as a bit whimsical, and fun since a large portion of our audience is marketing professionals. During this process, we also discussed our budget concerns, as we wanted to ensure that we could afford a domain name for whatever we chose.

After they took in all of our information, they brought us several rounds of name suggestions. It wasn’t just lists, either—they’d also explain the impressions they associated with those names or note other ways the average person might interpret the words and connect with our company. They remained very conscious of our financial constraints. It turned out that our final name choice, Larky, was owned by someone else, but it was still obtainable on our budget.

What is the team composition?

We primarily worked with their creative director. At one point, there was a second person involved, but I don’t remember their role.

How did you come to work with Zinzin?

My business partner found them. We looked at what they’d done for other companies in different industries that seemed to match the tone of ours in terms of being serious but also a little playful. They had the right kind of experience, and it seemed like a good match.

What is the status of this engagement?

The project lasted from January–February 2012.

RESULTS & FEEDBACK

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

I was reluctant to use a professional naming service at all, but my business partner pushed it on me. It turned out to be money well spent in terms of making our business easily identifiable and memorable, especially when we’re at trade shows. They’d also warned us not to choose a name that was too narrow in scope so that we wouldn’t have to rebrand if the company changed directions. That’s what ended up happening, so it was good that we took their advice.

How did Zinzin perform from a project management standpoint?

We were on a tight schedule for this project because we also had a product in development, so we needed a name straight away, and they handled that pressure very well. Their team was very clear about explaining their procedures to us and mapping out a schedule of how we’d accomplish everything we needed to do.

What did you find most impressive about them?

They really listened to understand what we were trying to create and to figure out how they could help us achieve our goals. This included not only practical concerns like budget constraints but also learned about the spirit of our company and who our target audiences were so they could help us stand out. They were really attuned to everything we said and paid more attention to our needs than other companies we’d talked to.

Are there any areas they could improve?

Since we worked with them to come up with our name, it’d be nice if they had referral organizations for branding projects like logo design. It was a bit challenging to transition to that next step.

Do you have any advice for potential customers?

No, I can’t think of anything else right now.

BACKGROUND

Introduce your business and what you do there.

I’m the Senior VP of Products and Marketing at Mojo Vision, a company that’s creating a new category of computing called Invisible Computing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We needed a brand and name that matched our vision and evoked what we are trying to build.

SOLUTION

What was the scope of their involvement?

Zinzin helped us work through our brand identity and define a few names that fit our persona. Initially, they had us fill out a survey with answers to their own branding questions, such as what we wanted to be and who we thought we were competing with. That information acted as a starting point for their brainstorming. We then had a series of in-person meetings and conference calls to go through the various names.

Zinzin even conducted linguistic verification, making sure that whatever name we chose would work in other languages and cultures. They also spent time doing web searches to ensure that we’d be able to obtain the name trademark and not have any other related issues.

What is the team composition?

We worked with their CEO/founder and a creative director.

How did you come to work with Zinzin?

We found them on Clutch and interviewed a few people that had worked with them. They had a strong portfolio, with names that matched the companies in a way I wanted ours to, so I hired them.

How much have you invested with them?

We spent around $50,000.

What is the status of this engagement?

We worked together from November 2017–April 2018.

RESULTS & FEEDBACK

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

We’ve received lots of positive feedback on our new name, and people both internally and externally really like it.

How did Zinzin perform from a project management standpoint?

They had excellent project management. They were always on time and on budget, delivering whatever they promised. We had a few change requests, and they quickly let us know how long it would take and how much it would cost.

What did you find most impressive about them?

Instead of providing us with hundreds of names to choose from, they kept it focused and thoughtful. The names they suggested fit with the initial survey we filled out and became more refined through each round of the naming process. They worked hard to understand our business and preferences for what we thought was important in a name. Their process was fast and produced a high-quality list of potential names.

Are there any areas they could improve?

No, not that I can think of.

BACKGROUND

Introduce your business and what you do there.

I’m the founder of Clutch, a rating and reviews website for small and mid-sized professional services companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We needed help naming two new websites which are sister websites to Clutch to help buyers find service providers with different types of content.

SOLUTION

What was the scope of their involvement?

We had a good history with Zinzin as we have worked with them very effectively before—our familiarity with each other meant we went through an expedited, shortened process.

We had the first round for both of the websites. They did so well that we cut the process short; it was a unique situation as we had a couple of leading options immediately. We were able to secure the dot-com URLs and then paused to the project to think about it for a week or so. It was then we decided we were done and happy with the results.

What is the team composition?

We worked with Jay (Founder & Creative Director, Zinzin) and Martin (Creative Director, Zinzin).

How did you come to work with Zinzin?

We found them as we were ramping up Clutch. At that point in time, there was no rating and review website that covered naming firms, so we found them via a Google ad.

Initially, we worked with a less expensive firm, but that firm was so unsuccessful that we moved to Zinzin after they put together a competitive proposal, which allowed us to complete that work successfully. They’re now the go-to naming firm for us.

What is the status of this engagement?

We worked with them from October–December 2017.

RESULTS & FEEDBACK

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

We’re pretty confident that the name Clutch has been helpful in building a brand around our core website, and that The Manifest—our first sister site’s name—is a good fit. Visual Objects, which is the name for a portfolio site that we are launching shortly, is also going to be a great name around which to build a brand.

How did Zinzin perform from a project management standpoint?

They performed remarkably well because we got to the end result without even executing on the full work plan.

What did you find most impressive about them?

They quickly develop creative, evocative names and are fantastic firm to choose for that type of work. They’ve executed on it three times for us now.

Are there any areas they could improve?

No, not that I am aware of.

BACKGROUND

Introduce your business and what you do there.

I’m the former EVP of marketing at Participant Media for their cable channel.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We were trying to figure out a name for the network. Participant Media has a specific point of view about using media and content to do good in the world. We had to find a name that evoked the mission of the company but also was an inspiring brand to millennial consumers. While it had a somewhat serious background, it couldn't sound serious.

SOLUTION

What was the scope of their involvement?

Zinzin started by interviewing me. We worked together to create a brief that laid out the ground rules and parameters of how to think about the name and what was important. I shared that brief internally to get buy-in from my bosses and the rest of the company.

Then we went through three or four phases of names and revisions. I did that with them one on one, and then with the rest of the company. They would present us some names that might work and ask for our feedback. We told them what we did or didn’t like, and we would have creative conversations around those options. The name we ended up selecting was Pivot. Since the name had to work worldwide is as a global brand, they also gave us advice on how to handle clearing the name from a legal perspective.

What is the team composition?

The main person I worked with was Jay (founder, Zinzin). He brought somebody else in to work with us as well, but I can’t remember their name.

How did you come to work with Zinzin?

I don't really remember. I think I did some research around different naming companies. I chose to work with them after speaking with them over the phone.

How much have you invested with them?

I can't remember exactly but it was between $25,000–$50,000. It was a phased deal where we paid an initial fee and then the rest for multiple rounds of revisions.

What is the status of this engagement?

We worked together from August 2012–January 2013.

RESULTS & FEEDBACK

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

Pivot was only around for five years but people understood the name as it applied to the idea of change and progress. The name was very well-received by consumers and the industry, which was the core metric.

How did Zinzin perform from a project management standpoint?

Their team was excellent. Everything was on time. They also did a good job of explaining upfront how long each phase was going to take. The process went really smoothly. I’d never done a naming exercise before, so they gave me a lot of good advice throughout.

What did you find most impressive about them?

They had a great overall attitude and really listened to us. They presented us with a variety of names. We had options that were made up words and ones that were real words. That two-pronged approach was important because most good names are already taken. The worst thing that could’ve happened was to come up with a name that we liked and then couldn't use because it couldn't clear legal. They did a good job balancing both the business and the creative aspects of coming up with a usable name.

Are there any areas they could improve?

Not that I can think of. It was a good process and I was happy with the result.

BACKGROUND

Introduce your business and what you do there.

I’m the former CEO of Obo, which makes product management software.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

As a brand new company, we had a placeholder name that we wanted to change.

SOLUTION

What was the scope of their involvement?

First they met with us to talk about our objectives and what we were trying to achieve. They interviewed several of us in order to understand the characteristics of the brand. We gave them background on our product and the brand image that we wanted to convey. They gave us an overview of how to think about different types of names. For example, descriptive names tell what the product is while evocative names draw on emotion.

Zinzin provided us with 10 names, plus a description of each name and a backstory on how it relates to the company. We told them the ones that we liked in order to help them refine their direction. They repeated the process for two more rounds until we got down to a shortlist of 2–3 names. They did some basic research on trademarks to make sure there weren’t obvious conflicts. Once we decided on the one we liked best, we used our lawyers to do a full search and registration.

What is the team composition?

We worked with Jay (founder, Zinzin) and Martin (creative director, Zinzin).

How did you come to work with Zinzin?

We went through a selection process and talked to 3–4 companies. We selected them because of their track record on naming. I also liked that when I set up a meeting with them, I met with Jay as opposed to an account person. That level of interaction was impressive. They didn’t have the lowest price, but I liked Zinzin better and was confident they would produce better results.

What is the status of this engagement?

The project took place between February–April 2017.

RESULTS & FEEDBACK

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

Obo is a small startup so the key metric was if our team liked the name. It got a positive reaction, so it passed the test. We actually had multiple good options that we could have gone with, which was great.

How did Zinzin perform from a project management standpoint?

They had a proven, tight process. They were able to fairly solicit staff opinions, which is important when you're doing something as opinion-driven as naming. They didn’t let certain people dominate the conversation, and were able to create consensus.

What did you find most impressive about them?

It’s great to have two very seasoned, strong principals working on a project. A more junior staff likely would have been assigned to our account at a bigger firm. With Zinzin, we worked with the highest quality people. What you see is what you get with them, and there are no surprises afterwards.

Are there any areas they could improve?

No. Naming is a very niche area with a well-defined set of things that need to be done. They've been doing this for a long time and they really got it down.

BACKGROUND

Introduce your business and what you do there.

I was the president and founder of Nuage Rouge, a distribution company that specialized in local food products.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

I wanted expert assistance with naming my company.

SOLUTION

What was the scope of their involvement?

Over a conference call, the Zinzin team asked me a series of comprehensive questions about myself and my company and my likes and dislikes. In the following days, they brainstormed potential names and submitted three possibilities for me to choose from. It was a challenge for them because my business is based in Quebec, so they had to draw inspiration from the French language.

What is the team composition?

I worked with Jay (CEO and Creative Director, Zinzin).

How did you come to work with Zinzin?

While looking for information about naming and branding, I came across Zinzin’s website. They explained their process thoroughly, and I could tell that they clearly specialized in naming. Based on their website’s documentation, I felt comfortable hiring them.

How much have you invested with them?

I spent $10,000 on their services.

What is the status of this engagement?

We worked together for one week around August 2012.

RESULTS & FEEDBACK

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

Because we had a well-developed brand, starting with the name, the company collected a lot of value over the years, and I managed to sell it about two months ago.

How did Zinzin perform from a project management standpoint?

The team was perfect. I am amazed by their expertise and the quality that they delivered. They’re like the wizards of naming, truly capturing our company’s look and feel within a few words.

What did you find most impressive about them?

A suitable name is necessary for any successful company, and they are true experts in this regard.

Are there any areas they could improve?

No, they’re very good at what they do.

BACKGROUND

Introduce your business and what you do there.

When I worked with Zinzin, I was a product marketing manager at TCF Bank. It's a regional bank that provides traditional financial services to consumers, small businesses, and commercial companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We were launching a unique line of product (we were one of the few financial services companies that would be able to provide that type of business to consumers.)  We wanted to brand the product, so we were looking for a company to help us establish a brand and identify a name for it.

SOLUTION

What was the scope of their involvement?

They helped us determine what audiences would be relevant to the TCF Bank's umbrella brand and find a name that would make us stand out.

We reached out to them when we first started developing the line of products. We needed to have an idea for a name before we could develop a marketing plan or create a logo. Their main focus was on the naming convention with some of the alternative ideas behind what the name could represent. In addition, they helped us with the trademark research.

What is the team composition?

I worked with two members of their team, one of whom was our primary point of contact.

How did you come to work with them?

My boss worked with Zinzin in his previous role, so he recommended them.

What is the status of this engagement?

We worked with them between January–April 2016.

RESULTS & FEEDBACK

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

As far as the value on our first six months of product launch, we exceeded our expectations by 15%. I left the company after that, so I didn't see any brand surveying results.

How did they perform from a project management standpoint?

They were better than any other vendor I had worked with. They had a very organized process and kept the project on track. Also, they're great communicators, so we didn't have any issues.

What did you find most impressive about them?

They were great at brainstorming and brought a lot of creative ideas to the table. We appreciated their unique naming convention model and the fact that they laid out from the beginning what their process would be.

Are there any areas they could improve?

They did excellent work, but their ideas were mostly in the written form. Since they didn’t bring their ideas to life visually, we had to do some further work on the design side.

BACKGROUND

Please describe your company and your position there.

I am the CEO of multiple game industry companies that provide B2B services for game developers and publishers.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Zinzin?

We needed naming services for our company. 

What were your goals for this project?

We wanted a strong new name with global appeal. 

SOLUTION

How did you select this vendor?

Online research of marketing agencies revealed that there are specific naming experts. We decided to look for those with a solid reputation and the greatest experience. Zinzin came highly recommended on many websites, including Clutch. We ultimately chose them for their interesting approach to naming techniques, which gave us the feeling that they understood both their business and the challenges of creating a name.  

Describe the scope of their work in detail.

We conducted two workshops via phone and completed several forms in order to provide Zinzin with more insight into our company goals and aspirations. After each of a series of proposal rounds, we would offer feedback to narrow down potential names. We began with several that were apt for the U.S. market, but weak from an international standpoint, and Zinzin adapted well to our comments. 

What was the team composition?

Zinzin provided two people with different skillsets.

RESULTS & FEEDBACK

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

We eventually decided upon the name we currently use, and the experience allowed us to reflect on our company and brand positioning. Zinzin listened to us and asked intuitive questions, confirming to us that they were the right people to help us find a powerful name we could stand behind for many years to come. 

How effective was the workflow between your team and theirs?

We were very happy with the workflow throughout the six-week process.

What did you find most impressive about this company?

They are experts in their field. Their knowledge and approach are apparent on their website, but powerful when experienced first-hand. Anyone can find a name in the dictionary, but finding a brand name requires art and craft expertise, both of which Zinzin delivers. 

Are there any areas for improvement?

They may only specialize in naming, but they do it well. We couldn’t ask for anything more. 

BACKGROUND

Introduce your business and what you do there.

I'm the market director of Fluent Home, a home security and automation company operating out of Canada and the U.S.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We engaged Zinzin to help us come up with a new name for the company. As we expanded our services into automation devices, our previous company names for the U.S. and Canada markets no longer resonated with people as we tried to promote our new services. We were looking to use a real word that would sound friendlier and more open-ended.

SOLUTION

What was the scope of their involvement?

Zinzin picked our company apart, so they could fully understand what we offer and what our core values are. They provided four rounds of working, including a list of about 50 different names for us to choose a few from, They dug deeper into the details of each option with each round. They also helped us compare names to available URLs and similar names our competitors were using.

What is the team composition?

We worked with two people primarily, including Jay (Founder, Zinzin).

How did you come to work with Zinzin?

I believe we found them through a Google search and liked that they focused on coming up with real words for brand names. They also have a great track record of naming a lot of different products for some large companies, so we felt they had their process down.

How much have you invested with them?

We spent about $40,000.

What is the status of this engagement?

We worked with them in 2013 for about three months. It took a little longer just because our upper management was a little slow to provide feedback.

RESULTS & FEEDBACK

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

Overall, we're very pleased with the name Zinzin helped us come up with. The feedback from both customers and internal teams has been great.

How did Zinzin perform from a project management standpoint?

They were very proactive at managing tasks and communicating quickly.

What did you find most impressive about them?

They genuinely value the story behind the name of a brand. The whole process was very personal and enjoyable.

Are there any areas they could improve?

When we got to our final lists of name options, we had to produce iterations of logos or potential website layouts on our end. For the investment, it would've been nice if they could've provided those services instead.