What was the scope of their involvement?
We started with a thorough meeting, reviewing a brief they put together which outlined their typical process. We walked them through the strategy of the product line, our brand identity, and the marketplace needs we wanted to meet. After this initial kickoff, they came back with a more customized outline that addressed our specific goals.
They also coached us on the basics of naming. They pointed out that we could choose an option that’s universally understood, or we could take a more abstract approach, selecting a name with no inherent meaning that would serve as a blank slate for our brand.
Next, they created extensive lists that included names in each of the techniques we were considering. We provided feedback and they fine-tuned these lists. While this step continues for three cycles during the typical naming process, our leadership requested a fourth to be extra thorough.
Following the final iteration, we narrowed the list to 20 names. This was a global product, so CannonCassidy ran each option through a linguistic analysis and also checked trademark availability.
From here, we narrowed the lists further. They took our top five names and conducted research among 200 people in the U.S. and Europe, those being our target markets. They gathered responses to the sound of the names, any existing affiliations, negative or otherwise, and ultimately determined whether the names accurately conveyed the product.
Finally, they presented us with their findings, walked us through the research, and made a recommendation.
What is the team composition?
Bill Lippincott (Partner, CannonCassidy) was our main contact.
How did you come to work with CannonCassidy?
We're a large company, so I always look for recommendations internally before hiring a new vendor. A few units had used CannonCassidy in the past and had very positive things to say about their process and responsiveness. Not every vendor used by our company received such glowing reviews.
I reached out to them and a few other agencies, but based on the internal reviews and the response I received from the initial RFP, it seemed like a no-brainer to choose CannonCassidy.
How much have you invested with them?
What is the status of this engagement?
We worked together between March 2015–May 2015.