Brand naming partner to Fortune 500 & 1000 co's

As one of the world’s top global naming agencies, The Naming Group partners has partnered as naming agency of record with leading Fortune 500 companies including Capital One, General Motors, Reebok and Kohler to create memorable names such as the Venture Card and the Chevrolet Sonic among hundreds of others.

The Naming Group works across virtually all sectors including but not limited to: 

  • Financial (Capital One, The Wall Street Journal, Experian)
  • Automotive (GM, Mercedes Benz, First Element Fuel)
  • Tech (Sony, Epson, Greenhouse, InMoment)
  • Apparel and home (Gap, Kohler, Reebok, Puma, Christmas Tree Shops)
  • Food and beverage (Nestle, New Belgium, Pipcorn).

We are the founders of The Namescape School of Thought - the belief that every brand has a collection of named offerings that must work together to communicate overall brand meaning. Our unique focus on the namescape ensures that every name we develop works with the names around it to tell a cohesive story, strategically advancing our clients’ brands.

From naming strategy through creative development, preliminary trademark screening and global linguistic analysis, we have honed an airtight process to create brand-empowering names and architectures – and provide the guidance needed to make informed naming decisions within the complex corporate decision-making environment.

 
$5,000+
 
Undisclosed
 
2 - 9
 Founded
2009
Show all +
Los Angeles, CA
headquarters
  • The Naming Group Los Angeles, CA
    United States

Portfolio

Key clients: 

Capital One, General Motors, Reebok, Kohler, The Wall Street Journal, Experian, Mercedes Benz, Sony, Epson, Gap, Puma, Nestle, New Belgium

Reviews

Sort by

Naming Services for Thought Leadership Company

“The Naming Group accomplished what we had been trying to do for years, in just a few weeks.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
Confidential
 
July - Aug. 2018
Project summary: 

The Naming Group provided naming and branding services through a four phase process that involved both parties. They helped determine overall identity, voice, and long-term goals to find a suitable name.

The Reviewer
 
1-10 Employees
 
New York, NY
Sarah Judd Welch
Founder, Loyal
 
Verified
The Review
Feedback summary: 

The process and resulting name exceeded all expectations. The Naming Group’s attentive care throughout the project instilled a sense of commitment and enthusiasm. They had a thorough, humanized approach that resulted in a successful name within a short timespan.

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.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Brand Name for Talent Acquisition Software

“They ran a thoughtful and systematic process.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Mar. - May 2012
Project summary: 

The Naming Group facilitated the initial branding process for an enterprise software provider.

The Reviewer
 
201-500 Employees
 
New York, New York
Daniel Chait
CEO, Greenhouse Software
 
Verified
The Review
Feedback summary: 

Systematic and customer-centric project management helped The Naming Group devise a unique brand name that accurately reflected the desired image.

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.

5.0
Overall Score They’re the best.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were easy to work with.
  • 5.0 Cost
    Value / within estimates
    It was excellent.
  • 5.0 Quality
    Service & deliverables
    The outcome was great.
  • 5.0 NPS
    Willing to refer
    I have referred them multiple times.

Web Property Naming for Media Company

"They fully understood what we were trying to accomplish."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Mar. 2018
Project summary: 

The Naming Group helped name a new web property using in-depth research and an exhaustive brand questionnaire. They produced several names, including insights and mockups to facilitate decision making.

The Reviewer
 
5,001-10,000 Employees
 
Los Angeles, California
Mark Campbell
SVP of Digital Marketing, tronc, Inc.
 
Verified
The Review
Feedback summary: 

Through a seamless process as well as prompt and clear communication, The Naming Group delivered a name the stood out among other brands, enabling its content to be distributed to other outlets. They delivered high-quality options within a great timeframe and at a reasonable price.

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.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Company Naming for Creative Agency

"The Naming Group has become a trusted partner in helping us shape our brand." 

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
May - June 2016
Project summary: 

Employing comprehensive market research and a thorough process, The Naming Group provided strategic name development and brand positioning services to establish trust and credibility in a unique industry.

The Reviewer
 
1-10 Employees
 
Los Angeles, California
Andrew Sloan
Creative Director, Cosma Schema
 
Verified
The Review
Feedback summary: 

The impressive name appeals to a specific demographic and has facilitated exclusivity in social media handles and a dot com domain. The Naming Group over-delivered and far exceeded expectations with a seamless methodology, in-depth industry knowledge, and detail-oriented guidance.

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!

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer