PS212 Naming & Branding

BACKGROUND

Please describe your company and your position there.

I am an investor, board member and acting CMO.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire PS212?

We wanted to identify a company brand name and naming strategy that would be memorable while better communicating our unique business proposition. The naming exercise consisted of industry research and strategy.

What were your goals for this project?

Our goals were to choose a name that was simple, memorable, creative, but not too abstract. We wanted it to carry us into the future as the business grew across multiple customer segments.

SOLUTION

How did you select PS212?

I worked with PS212 in a prior job for a similar exercise. My past experience was positive so rather than perform a search, I called them directly and asked if they could help.

Describe the scope of their work in detail.

The scope consisted of two kick off calls followed by a presentation of several naming concepts. We provided feedback and collaborated on two more similar rounds of concepts. Final decision was made after legal review and consultation with PS212.

What was the team composition?

We worked closely with two naming strategists that collaborated on our project.

RESULTS & FEEDBACK

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

The outcome was successful as we have now been in market with the name for 6 months and both our internal team and customers have taken quickly to the name. In sales conversations, we are finding the name to resonate well and communicated the simple, yet effective nature of our solutions.

How effective was the workflow between your team and theirs?

Very effective. They were expert presenters and receptive to feedback. There were two occasions where I had an important concern or idea to share one on one at critical points in the project and they were available and responsive.

What did you find most impressive about this company?

They're expertise and creativity is what I find most impressive. The clients they've worked with and their ability to bring original ideas reflect their expertise.

Are there any areas for improvement?

Better than most agencies, they are nimble and take the time to truly understand our business. If we work with them again, I will take the time to clarify the finer points of our strategy before work commences as that is often the most complicated nuance to these type of projects for a 3rd party supporting your business.