Naming & Branding Experts

Hi. We’re Tanj.  We create little bits of language – names, taglines, stories and copy – that have a big impact on your brand. 

Staffed with a team of writing, marketing and branding experts who believe that powerful language is the primary ingredient for branding success, we help brands say smart things to create deeper, more tangible connections with the world.

Brands we've named include:

  • "Wii" (Nintendo)
  • "Bravia" (Sony)
  • "Ally Bank"
  • "FilmStruck" (TCM)
  • "Juke" (Nissan)
  • "Natural Bliss" (Coffee Mate)
  • And many, many more...

To learn more about our naming process and methodologies, download our FREE Naming Guides at http://tanj.co/guides/ 

 
Undisclosed
 
Undisclosed
 
2 - 9
 Founded
2009
Show all +
New York, NY
headquarters
  • Tanj New York, NY
    United States
    917.885.9509

Portfolio

Key clients: 

We work across all industries and have helped brands big and small, including: Nike, CBS Interactive, Nissan, Hyundai, KIA, Lamborghini, J&J, P&G, Verizon, Agilent, Nintendo, Sony, Ubisoft, Ally Financial, Mastercard, Nestle, AB InBev, McKesson, Complete Genomics, Teleflex, Livestream, CVS, Palm Beach Opera, Blue Cross Blue Shield Association, Turner Classic Movies, Subway, Microsoft, Autodesk

FilmStruck — naming TCM's new streaming service

Only the Films You’ll Love

When the folks at Turner Classic Movies (TCM) introduced themselves to us as “complete film nerds,” we knew we had a fun challenge ahead of us.

TCM’s new streaming service, targeted at serious film lovers, is populated with a carefully curated collection of high-quality movies — including exclusive streaming access to The Criterion Collection.

We talked with our clients about all of the feelings associated with watching great films: utter delight, comfort, fun, connection, and more. And we all realized we had to capture these in the name.

After a broad naming exploration, TCM selected “FilmStruck.” Inspired by the construction of “awestruck,” “Moonstruck,” et cetera, the name elegantly expresses the feeling of being moved by a film. With the knowledge and enthusiasm of the film nerds at TCM, we have no doubt plenty of subscribers will soon be FilmStruck.

Wii — naming a global hit in gaming

3 Little Letters, 100 Million Sales

Wii. You know that crazy little game console brand that shook up the gaming market? We like to think it’s because of the name. Members of our team created it, after all. But the truth is, the name was only one part of the brand’s success.

Nintendo’s vision for changing the face of gaming, the creation of a completely unique product, and a need to develop a brand that was as innovative as the product itself all led to the creation of the name “Wii.”

And what does “Wii” mean? The name was plucked from the English pronoun “we,” as in ‘we will play together,’ and lightly spun to give it a highly unique look and feel.

Ally — renaming a national financial services company

You Need an Ally

Let’s face it: banks don’t have the best reputations these days. For your average consumer, there is a general feeling of “us” against “them.”

Several years ago, GMAC Financial understood this and aimed to develop a different kind of brand for a different kind of bank.

Enter Ally Bank – a unique refreshing take on how banks operate and what they offer, with a uniquely refreshing name developed by members of the Tanj team.

The name “Ally” comes from the English noun “ally,” meaning a person or group that supports you for a common cause. By always doing the right thing, the company serves as a relentless ally for customers, empowering them to make smarter decisions about their financial lives.

Since renaming the company, Tanj has worked extensively with Ally to develop dozens of brand names for new products, services, features and more.

Veem — renaming a global payments powerhouse

Just Veem It

When you’re a tech company that’s about to hit the big-time, you’ve got to be ready for the show. Great talent, solid software, plenty of funding – all a must.

And payments company Align Commerce had all that. They were prepped to change the clunky, outdated world of international payments, and with a recent round of funding, there was nothing standing in their way.

What they didn’t have was a name they liked…

“Align Commerce” wasn’t bad, but it didn’t say, “We’re about to change a global industry.” It was more generic and difficult to pronounce globally. Plus, they didn’t even do commerce anymore.

So we partnered with them to create a more powerful, telegraphic and highly unique global name.

The goal was to craft a name that was fast, sleek and short. Something people anywhere could adopt as a verb (“Google”, anyone?), and that didn’t require any inherit meaning because...

Juke — naming Nissan's sporty new crossover

Make Your Move

Have you ever driven in New York City? You’ve got to dodge, weave, step on it and STOP… all before the light turns green.

Nissan had this in mind when they built the Juke crossover. It’s a sweet ride for navigating tricky streets safely and stylishly.

Members of our team helped develop the name “Juke.” And we think it is a really good fit since “juke” means “outmaneuver.”

Designed to look like a proud boxer from the outside, and feel like a jet-fighter cockpit inside, Juke lets you quickly carve up the toughest city streets.

Bravia — naming Sony's global TV brand

Bravo for Bravia

Who doesn’t love a big flatscreen? The vivid colors, impressive picture and sheer size make you want to jump to your feet and belt ‘Bravo!’ for its amazing performance!

Well, maybe we’re exaggerating a teensy bit.

But TVs can be cool, and when members of our team developed the name “Bravia” to help Sony climb back to the top of a highly competitive flatscreen market, the goal was to create a name that spoke to high performance.

Hence “Bravia,” lightly coined from the word “bravo,” denoting a really good viewing experience.

Natural Bliss — naming a new creamer for CoffeeMate

Making the Best Coffee Naturally Better

Coffee-Mate is probably at 90% of coffee stations in offices and waiting rooms around the country. To continue its quest for global creamery domination, Nestle’s Coffee-Mate wanted to extend the brand into the wonderful world of all-natural real milk creamers.

We helped them get there by naming the new brand “Natural Bliss.” We think the name speaks for itself.

While it’s true that most of the folks at Tanj prefer a light splash of organic milk and no sugar in their daily joe, we have to say, Natural Bliss is quite dreamy. You should try it.

Andigo — renaming a regional credit union

Lose Your Bank & Let’s Go

Changing the name of a business that has been around for more than 75 years is no easy feat. But this particular client truly embraced the challenge and went all-in on developing a whole new brand.

When we began working with this midwestern credit union, their name was MECU—a relic from their history as the Motorola Employees Credit Union. Having long outgrown that history, they were ready for a new name to better fit with their current and future status as a friendly credit union that is always by their members’ sides.

We renamed the credit union “andigo,” a coined name that gives a nod to the idea that “wherever I go, andigo is with me.” Next, we developed a tagline to go alongside the new name. The team decided on “Lose your bank & let’s go” to make a bold statement about what it means to be a credit union rather than a bank, to emphasize the “go” embedded in the name, and to serve as a clear call to...

Mack Masters — naming an event to build brand loyalty

Got What It Takes?

Mack, the iconic American Truck brand, recently launched a competition for its dealership services and parts pros. The event series, named ‘Mack Masters’ by Tanj, is designed to be a team-building and training opportunity that showcases each team’s awesome skill set. It’s also a fantastic opportunity to bring together and honor the pros who live, breathe and love the Mack brand.

New Haircut — renaming a player in digital marketing

You Need a New Haircut

DXB, a full-service creative and digital agency with offices in NYC and Romania, had a growing business, but one big challenge: the name ‘DXB’ lacked imagination or a clear message. Plus it didn’t stand out when pitted against agencies with similar names (think DDB, BBDO, JWT, SS+K, Y&R).

So the founders decided to bite the bullet and change the name before making significant investments in growing the business and the brand. After several in-depth discussions with our team, it became clear that DXB needed to break out of its shell with a fresh, bold name, that felt, quite frankly, a little crazy.

That’s where the name “New Haircut” came in. We created it to push the envelope, extend the boundaries of how current and future clients perceive them, and send a fun message about who they are and what they offer their clients. We hope the name serves them well, keeping the business flowing and growing.

Avention — renaming a business intelligence platform

Your Avenue to Invention

Several years back, OneSource, a business information services company, began revamping its entire product offering and brand to chart a new course for the future. Part of that task was to rename the company with a more distinct, ownable brand name (there are dozens of companies named OneSource inside and outside of technology) and a name that better reflected the value the company actually offers.

Through an extensive, collaborative process, we developed a variety of options for the client to consider. The final choice was “Avention,” which was lightly coined to position the company as an “avenue to invention.” As a name and concept, Avention steers the business away from being a simple source for information, and toward the idea that Avention tools, information and insights serve as a runway for business innovation.

Brick&Wonder — naming a high-end real estate platform

Making Brick & Wonder

This one goes out to all our fellow architecture and design fiends.

Introducing Brick & Wonder, a cool new presence in the architecture and design community developed by our friends at Lang Architecture, who also created Hudson Woods.

This real estate destination, which is the antithesis of a Zillow- or Trulia-type platform, features a highly curated selection of amazing properties from all over the world, all of which are currently for sale.

In partnership with Studio Sanderson, we developed the general story behind the brand, as well as the name ‘Brick & Wonder,’ which is a tip of the hat to the musing put forth by famed architecture powerhouse Louis Kahn in his book Silence & Light.

Intuvo — naming a next-gen laboratory instrument

The Science of Intuition

When Agilent, a global leader in designing and manufacturing scientific instruments, asked us to name their revolutionary new gas chromatography system, we said, “Sure! Wait, gas chromato-what?”

We immediately knew a very detailed kickoff would be essential in order to fully understand exactly what this instrument was and how it differed from earlier generations of gas chromatography (GC) systems. Fortunately, the whipsmart folks at Agilent were able to get us up to speed quickly, and we hit the ground running.

It quickly became obvious that they weren’t exaggerating when they called this new system “revolutionary.”

After deep exploration and vetting of hundreds of names, the team landed on the name Intuvo. The name suggests that this new GC instrument is intuitive to use, while also aligning nicely with messaging around intelligence. The simple structure of “Intuvo” works well linguistically across the globe...

Bellarise — renaming a yeast manufacturer

Rise Up

Yeasts are eukaryotic microorganisms classified in the kingdom Fungi. But forget the science and think about how cool yeasts really are. They make all those baked goods you love possible.

Pakmaya, a leading brand of Turkish yeast and a true global powerhouse when it comes to these bubbling wonders, was expanding its operations in US. To better connect with US bakers and other B2B audiences, the company decided to rename the brand specifically for the North American market.

After an in-depth exploration of names, Pakmaya landed on “Bellarise.” The name is an elegant blend with European flair (“Bella,” meaning beautiful in Italian) and American pragmatism (“rise,” denoting the benefit of quality yeast).

360Me - naming a new wellness program

Everyday, Every-way Wellness

Employee health packages are no longer just about annual check-ups and medications: they’re about everyday, every-way wellness. To ensure employees are able to live well and remain optimally productive, we need to approach wellness from all angles. And we need to encourage people to play an active role in their health.

That’s why Regence started Regence 360Me, a turnkey wellness program that puts employees in control of their own health.

360Me, the brand name we developed for Regence, says a lot in just five characters. It puts the employee — “Me” — in the driver’s seat, and suggests that the program provides a 360 degree approach to personal health and wellness.

We also worked with the client to create descriptive tier names to identify the three different versions of the program. It was important that the names not come across as ‘good, better, best,’ because the best solution for one employer may not be the best...

Luminent — naming a risk management platform

Shining Light on Risk

Risk is everywhere. Managing risk, especially in business, requires a 360-degree approach. And in infrastructure-related industries like energy, the consequences of not thinking critically about how to mitigate risk are tremendously high.

That is where Luminent comes in. Named by Tanj, the Luminent platform shines light on corporate risk within infrastructure-intensive industries. The platform automates the preparation of reports for pipelines, plants and other facilities to help workers more efficiently and effectively compile the right compliance information for proper legal review.

Axis — naming a big-data platform

Better Data for Better Health

Imagine what’s possible when you tap into the power of the most comprehensive dataset in health – a trove of actionable, accurate information spanning nearly 1 in 3 Americans today?

With its new platform and brand, named AXIS by Tanj, BlueCross BlueShield offers analytics and insights on providers and procedures captured via more than 104 million patients. In turn, innovators and the medical community at large can leverage the AXIS dataset to gain a deeper understanding of how to improve decision-making and build tools that lead to better health for all.

AXIS, a short, classic sounding name, sends a clear, powerful message appropriate for this revolutionary brand, and aligns with the trusted BlueCross BlueShield name.

Matchbuilt — renaming a leader in homebuilding recruitment

Building a Better Name

It’s tough to change the name of your business — especially when you’ve been going strong for ten years. But sometimes the moniker you’ve been going by just doesn’t jibe with who you are and what you do.

Such was the case with a recent client of ours. The folks at Big Builder Sourcing match top talent with leading home builders across the country. “Builder sourcing”? Accurate. But “big”? Well, they work with big builders, but also smaller ones — and they provide the same level of attention and knowledge to every client, no matter the size.

We renamed the company MatchBuilt to speak to the end result of successfully placing talent. Just as their clients build homes, MatchBuilt builds connections. The name is a great fit for the business today and is flexible enough to carry them into the future. It’s all about finding that perfect match.

Myris — naming an ID authentication device

My Iris Is The Key

Hate passwords? Like security? Have eyes? Well then Myris is for you.

As part of a larger strategy and identity project spearheaded by R/GA for Eyelock (they are pioneers of iris authentication technology) we named the sweet new personal identity verification device in the image above.

We called it Myris – from “my + iris” – since it takes video of your irises to let you access all of your important data without having to remember and type dozens of pesky usernames and passwords.

It’s great technology, highly useful and rapidly evolving. It was also named ‘Best in Show’ upon launch at CES 2014. Stay tuned for more from Eyelock and Myris.

TradingTable — naming a food services platform

Turning the Tables

Our friends at Venture86 – the brains behind an entirely new way for restaurants, distributors and manufacturers to buy and sell food – explained the situation to us in very clear terms:

The current way restaurants purchase food is old-school. Think pencils, paper, faxes and endless phone calls to distributors, all to keep their kitchens stocked every day.

That’s where TradingTable comes in. TradingTable is Venture86’s innovative B2B food service online marketplace that gives all parties – restaurants, distributors and manufacturers – the forum, tools, information and access they need to streamline their businesses and optimize how they buy and sell food.

We named it “TradingTable” to tell an effective, credible story about how the platform brings together all parties. Plus the accessible, memorable word choice works across cultures and languages, which is key in the restaurant business.

Welcome to...

Reviews

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Product Naming for NYC Digital Agency

"Tanj is dependable. They’re what you want in this particular line of work."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
2011 - 2013
Project summary: 

For a variety of large brand name clients, Tanj has provided multiple rounds of naming, issuing legally pre-screened options that are both creative and suitable to the business objective.

The Reviewer
 
10,000+ Employees
 
New York City, New York
Former Creative Director, Digital Agency
 
Verified
The Review
Feedback summary: 

Their combination of creativity and organization is what sets Tanj apart. They make the naming process enjoyable, easy, and intuitive for their clients to understand and follow the strategy behind formulating a perfect name.

BACKGROUND

Introduce your business and what you do there.

I am no longer with the agency for which I worked with Tanj. I was the creative director, responsible for all language-based brand development. This involved naming, establishing and articulating position statements, and finding ways in which companies or the services/products within those companies were positioned and differentiated competitively.

I was responsible for naming, specifically, and defining how the brand expressed itself, taking that tone of voice, and translating it into an actual consumer-facing copy. 

The agency itself was digitally-based, and it approached everything from this perspective. It offered everything, including developing websites, in-store experiences, brands, and new products.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

There were numerous challenges and products we’ve worked on together. I don’t remember if Tanj was my first partner, but I have worked with other agencies in a naming capacity since then.

SOLUTION

What was the scope of their involvement?

Tanj was involved in many of our naming projects for clients like Toyota, Walmart and other large companies. I would develop a brief myself or work on it with the client, then engage Tanj for lists of names.

A naming process involves going through a number of rounds and names, which are pre-screened legally and presented to the client, who will opt for a certain direction. We then refine the direction, go back to Tanj to develop more names, or we will develop some names internally at the agency as well. This was one broad project type Tanj was involved with.

With at least one other client, there was a shallow brand voice made of uplifting or evocative communication. They had a challenging set of adjectives which described the brand, and they had a hard time articulating or expressing the brand. I developed a system to help the client and engaged Tanj to write small snippets of copy which showed what worked for the brand voice, and what didn’t. The purpose was to show this client how to direct their writing.

What is the team dynamic?

At the time, I was only working with Scott Milano [Founder, Tanj]. I don’t know who else he had on the project, but I did know that there were other people involved.

How did you come to work with Tanj?

I found them through a referral from a colleague. We had a small, trial engagement in order to see how we’d work together. It went well, so we kept doing more projects together. I felt it would be a good collaboration because the Tanj team is both creative and organized. In the world of naming especially, it can be a cumbersome process, and it’s based on volume—we have to generate a lot of names in order to satisfy legal and domain-name criteria. Tanj was good at organizing it all, as well as developing creative solutions. Usually, we get one or the other: creative agencies which don’t know how to organize things, or agencies which are organized, but don’t have a lot of creativity. Tanj does both very well.

How much have you invested with them?

Over the 2-3-year collaboration, $100,000 to $200,000 sounds about right. As a creative director, I didn’t always see what the contracts were. The managers or producers would take care of that.

What is the status of this engagement?

We started working with Tanj in 2010 or 2011, and continued for 2-3 years, until around 2013. I am no longer with that agency.

RESULTS & FEEDBACK

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

It’s very hard to measure name or brand work, except for the fact that the client was happy. The brand voice and messaging project I mentioned was successful through a combination of how I organized things, and what Tanj wrote in order to help bring to light what I had organized. The clients we had at the agency were happy with the work and said it would work well for them.

How did Tanj perform from a project management standpoint?

At the time, I was really the project manager overseeing them. Tanj was always on time and over delivered. If it was a naming project, they brought in more names we would ask for. This is always good. There was never a problem in terms of delivering what we needed when we needed it.

What did you find most impressive about them?

It's the combination of their organization and creativity. Tanj made it very easy for a client to process the work, and the work itself is creative.

Are there any areas they could improve?

I can’t think of anything.

5.0
Overall Score It was easy, fun and productive. They delivered.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They always delivered when they needed to.
  • 5.0 Cost
    Value / within estimates
    I didn’t always know what the cost was. It was usually negotiated by the producers. It was worth it to me.
  • 5.0 Quality
    Service & deliverables
    They come up with a wide range of options which show a good spectrum of possibilities.
  • 5.0 NPS
    Willing to refer
    Tanj is dependable. They’re what you want in this particular line of work.

Brand Storybook for Large Trade Organization

"Tanj is fantastic, and the turnaround was quick."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
July 2015 - Mar. 2016
Project summary: 

Tanj wrote a marketing narrative describing the complex work of a business community. The team reviewed existing documents, identified information gaps, and interviewed senior executives.

The Reviewer
 
501-1,000 Employees
 
Washington, D.C.
Director of Special Projects, Large Trade Organization
 
Verified
The Review
Feedback summary: 

Tanj’s unique writing style transformed highly technical information into a fascinating story. The brand storybook received positive feedback from stakeholders, who found it engaging and easy to understand. Tanj’s professionalism and project management were also impressive.

BACKGROUND

Introduce your business and what you do there.

We are a large trade association with about 500 employees. I work on various projects throughout the organization.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

Our organization has a ton of technical materials about the various groups and departments within the building. However, we didn’t have a piece that tied everything together, something that could be easily understood by a layperson. We were looking to put something together that would describe our organization and include lots of pictures. We could then take this marketing piece to meetings with existing and prospective members.

SOLUTION

What was the scope of their involvement?

With Tanj’s help, we set out to create The Storybook, a large and updated marketing piece that is 100% for external viewers. We primarily worked with Jill [Naming & Strategy Director, Tanj]. She undertook the daunting task of interviewing every single senior person at our organization, from the CEO to the head of HR. From those interviews, Jill took technical and complex issues and put them into a story that made sense to people who aren’t familiar with this information.

How did you come to work with­ Tanj?

My boss came across Tanj on LinkedIn while searching for firms. We read some of their work and really liked what they had previously done. Once we met them, it was clear that they had the right personality for the job.

How much have you invested with them?

We spent around $35,000 on their services.

What is the status of this engagement?

We started working with Tanj in July 2015. We worked on this project with them for about 1 ½ years.

RESULTS & FEEDBACK

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

The Storybook has been used at hundreds of meetings. The principal people around the building use the book to sell and meet with members. They all had great feedback and are very happy with it. They love the way it is written and found it useful. It’s a great tool, and we can give it to people so that they can read about our organization in a more interesting way.

How did Tanj perform from a project management standpoint?

Tanj is fantastic, and the turnaround was quick. Jill knew what pieces we were missing and what the next steps were to get those pieces.

What did you find the most impressive about them?

Tanj’s team was really pleasant to work with. Jill did a fantastic job with the interviews and was able to work with the different personalities around the building. She was completely professional, and we were confident about sending her to our CEO.

Jill was really great at writing, doing so in a way that was different than what we are used to. She had an excellent grasp of the type of writing we wanted for this book. Instead of boring policy language, she took important details and made them fun and easy to read. She took something complicated and technical and made it interesting. She turned something very confusing into something simple.

Are there any areas they could improve?

Not that I can think of. They were fantastic.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Tanj never missed a deadline, and the work was often delivered early.
  • 5.0 Cost
    Value / within estimates
    It was excellent.
  • 5.0 Quality
    Service & deliverables
    Everything delivered was top-notch, with no mistakes. It really hit the tone we were looking for.
  • 5.0 NPS
    Willing to refer

Naming & Messaging for Architecture Firm

"The process isn’t just mechanical with them. There is a lot of empathy with what Tanj does."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
2013 - Ongoing
Project summary: 

At the outset of a new company or project, Tanj has been called upon to lead the naming effort, beginning with a discovery and information gathering phase and ending in the final deliverable of a name.

The Reviewer
 
1-10 Employees
 
New York City, New York
Principal, Lang Architecture
 
Verified
The Review
Feedback summary: 

The value of working with Tanj is worth the expense. They are a talented team of naming experts that truly cares about the success their names bring to their business partners. They are responsive in a way that makes them feel like an extension of the team.

BACKGROUND

Introduce your business and what you do there.

We are architects and entrepreneurs. I am the principal.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We specifically worked with Tanj on naming companies and projects, working on the language and storytelling in relation to the new company or project.

SOLUTION

What was the scope of their involvement?

Tanj has engaged in a process of discovery/information gathering in order to understand the project and our group. They have gone back to their studio and returned to us for meetings several times as we’ve iterated and looked at options. It’s a fairly compressed process over a period of a couple of months, during which Tanj will present options to us, we will provide feedback, and so forth, until we’ve arrived at the deliverable: the name.

A big part of this process is determining the web landscape and what domain names are available or unavailable. After the naming part, we work on the language and storytelling around the brand and name.

We’ve worked on a series of projects with Tanj, the latest one being for a real estate and design platform.

How did you come to work with Tanj?

We had worked with branding and naming firms in the past, one of which brought Scott Milano, Tanj’s founder, into the team. He worked with us and our branding consultant. We selected Tanj on the basis of the recommendation coming from our branding team.

How much have you invested with Tanj?

Our setup is that we pay our primary branding consultant, who then pays Tanj. The financial investment so far has been between $20,000 to $25,000.

What is the status of this engagement?

We started working with Tanj in the summer of 2013. We’re currently talking about new projects.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

I would recommend Tanj, enjoy working with them, and feel that we’ve derived a lot of value from our work together.

Results from the first project completed with Tanj included having our company mentioned in 50+ reputable media outlets, we've increased our social media presence substantially, and we've participated in 15+ events that have helped tremendously in spreading our name to new markets.

How did Tanj perform from a project management standpoint?

We only interfaced with Scott, who was the only one present during meetings. I imagine other people worked on the backend. I have no issues with the project management, timing of delivery, responsiveness or availability. Everything has worked smoothly. Tanj was simply right: not overly insistent or proactive, but timely in their work process and delivery.

What did you find most impressive about Tanj?

The process isn’t just mechanical with them. There is a lot of empathy with what Tanj does, and they’ve taken the time to understand us as the client and our objectives, and then engaged in a rigorous process. They’ve become a good extension of our team, without bringing their egos to the table. This is rare, and it’s what distinguishes Tanj.

Are there any areas Tanj could improve?

With everyone, there always is something to improve. I have no complaints, and I frankly don’t know what they could do better. I would love to work with them more and longer. What we’ve paid in relation to the value we’ve gotten is perfectly aligned.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    They’re probably on the expensive side, but I received absolute value out of that.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding & Naming for Management Consulting Firm

"Not only are they great at what they do, but they’re also lovely people."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
June - July 2015
Project summary: 

Tanj took the lead of a naming project for a management consulting firm, implementing feedback and conducting multiple iterations until delivering the final product.

The Reviewer
 
1-10 Employees
 
Washington, DC
Justin Waller
Principal, Buckminster Inc.
 
Verified
The Review
Feedback summary: 

Their thoughtful and efficient approach to naming is what sets Tanj apart. They take care in listening to their partners, understanding their business, and evolving ideas before delivering suitable and creative end results.

BACKGROUND

Introduce your business and what you do there.

Buckminster was a management consulting and marketing firm which helped groups and companies monetize their assets and audiences, and helped apply a media-company filter onto other businesses. I was the principal.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

I was going out on my own, and was trying to brand my own company.

SOLUTION

What was the scope of their involvement?

Tanj was able to apply a thoughtful process to naming and branding, instead of having a subjective pursuit. There was a lot of method in how they went about the branding, and we got to a thoughtful answer that was on point with what the company did.

They had a great process and skills, and were helpful in taking me through that process. It was largely a naming effort. Tanj offered multiple rounds, taking my feedback and evolving it over time.

How did you come to work with Tanj?

I found Jill Stanewick [Naming & Strategy Director] through a friend on LinkedIn. I had worked with many branding firms in the past, but this was the first time I worked on a single name. This would take its own process and set of skills, and Tanj rose to the top and was a great partner.

How much have you invested with Tanj?

The cost of their work was $20,000 to $25,000.

What is the status of this engagement?

We started working with Tanj in June 2015. The process took 5-6 weeks.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Whenever I was in front of a client, Tanj’s branding helped me have a modern edge with all of my work.

How did Tanj perform from a project management standpoint?

I was led through the project step-by-step. Tanj brought assets for creative work, and they were generally efficient and got things done fast.

What did you find most impressive about Tanj?

Not only are they great at what they do, but they’re also lovely people. When working on some of these projects, it’s important to have this chemistry. Tanj is a great team.

Are there any areas Tanj could improve?

I don’t think so.

5.0
Overall Score They were great.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were very good.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    They were on time, on budget, and did a great job. I received a great work product.
  • 5.0 NPS
    Willing to refer
    I have recommended them many times.

Naming for Large Strategy Consulting Firm

"Their expertise shone through in a way that made us feel comfortable."

Quality: 
4.5
Schedule: 
4.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Dec. 2015 - Ongoing
Project summary: 

Tanj provided a cohesive naming architecture for a rebranded product line, creating clear and engaging verbal identities to give the expanding selection a more modern impact. They now offer guidance as needed. 

The Reviewer
 
10,000+ Employees
 
London, United Kingdom
Marketing Manager, Strategy Consulting Firm
 
Verified
The Review
Feedback summary: 

The new offering labels increased click-through rates on the website, and internal partners had only positive feedback to share after seeing Tanj’s work. The team’s polished deliverables, competitive price point, and friendly demeanor demonstrate their commitment to long-term success. 

BACKGROUND

Introduce your business and what you do there.

Our company is among the top three strategy consulting firms in the world and has been for the last 40 years. I worked in the global branding department as a product marketing manager.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We currently have hundreds of products and needed a naming architecture that worked, as well as a partner for the naming itself. It’s a creative process with trademark implications. We needed to look at what was already on the market, and we didn’t have the in-house resources to manage this for 20–30 products.

Our company has worked with agencies before for branding and rebranding, but I don’t know if we specifically worked with anyone else for naming. 

SOLUTION

What was the scope of their involvement?

Tanj helped us with our brand naming architecture. We’d rebranded many of our products and services. Many of our competitors—and the consulting industry in general—were moving away from custom services for specific clients and advertising these services almost as products. We were productizing our offering, which meant finding new names and better language to convey them. We were trying to package many of the things we offered to clients and give those items names. To do that, we were looking for a naming architecture that made sense and didn’t confuse people. For example, we offer supply-chain services and strategy, so we wanted to build a product with a related name, as well as sub-products that could be bought individually or added, making the selection easier.

How did you come to work with Tanj?

We had an extensive RFP with many naming companies and selected Tanj. We found them through a Google search. We also encountered several large firms that had worked on significant products like the Pentium Processor. This was impressive since most people never really think about how important a processor’s name is.

We were looking for a company that had done major projects but wasn’t necessarily massive itself. Scott [Founder and Director, Tanj], their owner, had worked on naming Sony’s Bravia TV, the Nintendo Wii, and so on. Tanj’s team was fresh, and their language was more modern and on the pulse of what millennials would expect to read. Many of the other companies were more old-school and traditional.  

How much have you invested with Tanj?

The cost of their work was around $50,000.

What is the status of this engagement?

We started working with Tanj around November or December 2015. All the agreements and payments were done by December. The initial naming process was for 10–15 products, which took around 6 months. Tanj was kept on retainer, and we continued to use them up until 2017. We don’t have as many products to name now, but we still rely on them for expert advice. When a project is challenging and requires high-level thinking, we call them.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or impact of the engagement?

We could attribute more click-through numbers to the naming work, but I don’t have any statistics to mention. Our chief marketing officer is a big fan of Tanj, as was the former head of our brand. We heard a lot of praise from partners about their team. We never had a negative comment or a complaint about Tanj.

How did Tanj perform from a project management standpoint?

They were always prepared and ready for meetings, and they met tight deadlines whenever we asked. But, I wouldn’t say that they specifically managed the process; at least, not according to what I knew. I managed the meetings and our relationship and sent them the materials they needed.

Tanj’s project management was limited to the work they did. I pinged them reminders and checked on their progress. The communication was less proactive from their side.  

Scott and Jill [Naming and Strategy Director, Tanj] were easy to work with and could handle very challenging and high-achieving clients. Scott was never at a loss for words or unable to answer a question. They commanded a lot of respect during our meetings with senior partners.

What did you find most impressive about Tanj?

They bring a modern, millennial mindset to larger firms. Due to their smaller size, Tanj is very responsive. Whenever I reached out to them, they got back to me quickly. Meetings were always pleasant. We actually felt attacked by some of the other companies when they spoke down to us. Scott and Jill, in contrast, always conducted themselves professionally and politely. Their expertise shone through in a way that made us feel comfortable. We have a different kind of marketing expertise. We are good at branding, but we wanted to learn from experts in other fields.

Are there any areas Tanj could improve?

Only one thing really comes to mind. Several times, they suggested names that were already trademarked, so they didn’t do a robust search. I think this may have been because of our contract and tight deadlines. After simply googling the names we were given, the first result showed that there was a company with that name on a few occasions. 

4.5
Overall Score I have no real complaints, but nothing is perfect. Tanj has a modern approach, is friendly to work with, and delivers results. We feel no reason to find another vendor.
  • 4.0 Scheduling
    ON TIME / DEADLINES
    They never missed a deadline, and the materials were prepared in advance. We were proactive in reaching out to Tanj. I think they could have reached out to us more as well for status updates.
  • 5.0 Cost
    Value / within estimates
    Tanj was reasonably priced.
  • 4.5 Quality
    Service & deliverables
    We picked Tanj because they outshone the competition, had a reasonable price, and delivered polished and professional materials.
  • 5.0 NPS
    Willing to refer
    We felt we were working with experts throughout the process.

Naming for B2B Payment Platform

“They were very good at making us feel like all of the attention was on us.”

Quality: 
4.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
4.0
The Project
 
$10,000 to $49,999
 
Jan. - Feb. 2017
Project summary: 

Tanj facilitated a rebranding process with a very short timeline. The team also handled domain name availability, trademark requirements, SEO potential, and other corporate naming concerns.

The Reviewer
 
51-200 Employees
 
San Francisco, California
Chief Marketing Officer, B2B Payment Platform
 
Verified
The Review
Feedback summary: 

While the new branding received positive feedback, the new name was too similar to that of another company and made market differentiation difficult. While this is an area for improvement, Tanj demonstrated a high level of engagement and a commitment to deadlines.

BACKGROUND

Introduce your business and what you do there.

I am the chief marketing officer of a company that provides international B2B payment solutions. We connect businesses quickly and easily, allowing them to save time on extraneous work.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were in a transitional phase after receiving new investment capital. At that time, we realized that we wanted a new name since the old one didn’t fit us anymore. We had grown under it, but we had some challenges in differentiating ourselves in the digital world. We tried to do it internally but soon realized that we needed help.

SOLUTION

What was the scope of their involvement?

We worked with one of Tanj’s department heads and with one of his team members, who performed the formal ideation. Tanj sat down with our company and collected all the information about us in terms of brand and market. They built a nice framework by taking down our thoughts and illustrating them on a grid. It showed the different aspects of having a functional name, an inspirational one, and so on. Tanj gave us different flavor buckets that we could choose from. By throwing some of those up and giving examples during the first round, Tanj got a feel of our DNA. The founder and I looked through all the options and gravitated towards one particular pocket. After more brainstorming, Tanj came back with several names.

We chose a few semifinalists and went through due diligence. They showed us both the pros and cons of our choices. We had to consider things like the ability to trademark the name in all 50 countries where we operated, search engine optimization concerns, and domain name availability. We went through a second round of names just in case, but it turned out to be unnecessary.

How did you come to work with Tanj?

One of my friends told me about Clutch. I reviewed several firms that I thought would fit us and interviewed them all. Tanj had the right balance between knowing the protocol and being able to move fast. Most companies I talked to went through standards pitches, almost working off of scripts, but Tanj took the time to listen to my needs and customize them. They seemed to be customer-adaptive in that sense.

How much have you invested with Tanj?

The cost of Tanj’s services was around $35,000.

What is the status of this engagement?

We started working with Tanj in January 2017. The project was completed in February.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

The name is out there. We have good feedback from investors and other people who’ve come across it. Unfortunately, we have struggled with differentiation. I don’t think that Tanj provided the full gambit on what it would take to overcome neighboring names. There was a software company with a similar name to ours, and we’ve had to struggle with separating ourselves from them. We’re doing it, but it was a surprise. Other than this, employees are happy with the name, and everything seems to be good.

How did Tanj perform from a project management standpoint?

They stuck to timelines very well.

What did you find most impressive about Tanj?

Tanj is responsive to customers. They’re very personable. They take the time to listen and understood what we needed. When we told them that we might need another iteration because we may not get our domain name, Tanj responded quickly and without any kind of complaint. They were very good at making us feel like all of the attention was on us.

Are there any areas Tanj could improve?

They should do more work on giving guidance for cases when there is a neighboring name to the one being chosen. There are other considerations to make beyond the URL tree.

5.0
Overall Score At the end of the day, Tanj helped deliver on a tight timeline.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They met a very challenging deadline without any problems.
  • 4.0 Cost
    Value / within estimates
    The work can seem expensive for a startup, but the value was good.
  • 4.0 Quality
    Service & deliverables
    There’s always room for improvement. Some of Tanj’s ideas weren’t as free-thinking as we would’ve liked, but they did a great job for the most part. They gave us some great options to mull over.
  • 4.0 NPS
    Willing to refer
    There’s always going to be something else that the customer needs if they need to build a brand. If they simply need a fast naming service, I would recommend Tanj right away.

Naming Strategy for National Nonprofit

"They really got us right away, after talking to us just once."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Oct. 2016 - Jan. 2017
Project summary: 

From a list of 800 options, the client was guided by Tanj throughout the entire process of selecting one name that accurately encapsulates their organization's identity and goals.

The Reviewer
 
51-200 Employees
 
Washington, DC
Communications Director, National Nonprofit
 
Verified
The Review
Feedback summary: 

Tanj understood the client's company in a way that established a mutual trust throughout the naming process.

BACKGROUND

Introduce your business and what you do there.

We’re a national nonprofit. I’m the director of communications.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We were changing our name, so we were looking for a branding/naming firm.

SOLUTION

What was the scope of their involvement?

Tanj did a bunch of interviews and research and came up with the best naming strategy for what our organization needed, what we’re looking for in the future, and what we’re really about. From that, they came up with a list of 800 names that they then whittled down to 250, and then ran it through their own search through Google, social media, and trademarks to really narrow down a list of names. We were presented with 50 names. We then whittled that list down until we eventually, with their help, arrived at a final name. We’re now working with them on message development with our new name in mind.

How did you come to work with Tanj?

I googled naming companies and found their profile on Clutch, which led me to their website. I reached out to a few others, but I liked Tanj the best. What drew me to them the most was that they had a couple of resources on their website that talked through their naming process, which made it feel like they were really experts in this and knew what they were talking about. Their client list was broad, and we were looking for someone that was outside of our field of nonprofits who would really have an outsider’s perspective of what we need because we were looking for a more modern, fresh name and not a typical nonprofit name. After talking to them, I liked that they were a boutique and could really focus on us. They really got us right away, after talking to us just once.

How much have you invested with Tanj?

We have invested $32,000.

What is the status of this engagement?

We started working with them in October 2016. The initial scope of work for the name ended in early January 2017. It’s under wraps right now, but we’ll be launching our new name in June 2017. We then signed a new separate scope of work for the message development.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Although I don’t have actual data, anecdotally, we presented the name choices to our board of directors as well as to our leadership team. Everyone kept saying how much they appreciated the process. They felt that Tanj really did their homework and exhausted all options. We were presented with the best of the best. My organization tends to not like consultants as much and not trust them to know better than we know, but they immediately trusted Tanj in the process and were open to the new names because of it.

How did Tanj perform from a project management standpoint?

They performed very well. They kept to their deadlines and were always on top of us to keep to ours. They would also let us know what the next step in the process was. We communicated mainly through email as it wasn’t that big of a scope.

What did you most impressive about Tanj?

They understood our organization and leadership right away, which was really helpful. They also showed their work, which I liked in terms of how many names they came up with. The tools of their processes were great.

Are there any areas Tanj could improve?

I honestly don’t think so. We are really happy with them.

5.0
Overall Score It was great. It was a two-year project that I decided that I needed help on, and we managed to do what I intended to do in two years in three months.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Tanj is great. They were always on time and kept us on our deadlines, too.
  • 5.0 Cost
    Value / within estimates
    I didn’t get other proposals in terms of knowing where they fell in price, but I felt that what they cost was well worth the money.
  • 5.0 Quality
    Service & deliverables
    We are thrilled with our new name. They really helped me present the name to the board in a way that I got us the results we wanted.
  • 5.0 NPS
    Willing to refer
    I’ve already recommended them to two other organizations who are looking for someone.

Naming Services for Credit Union

"The process was outstanding, and it was a breath of fresh air."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
July - Oct. 2015
Project summary: 

Tanj assisted with the naming process, tagline generation, and development of an internal verbal identity for a non-profit financial services company.

The Reviewer
 
11-49 Employees
 
Chicago, Illinois
Erin Hennessy
VP of Marketing, Andigo
 
Verified
The Review
Feedback summary: 

Tanj has a unique ability to listen and turn industry jargon into language that can be easily understood both internally and externally, effectively conveying the present and future of an organization. The Tanj team is exceptionally creative and well-spoken.

BACKGROUND

Introduce your business and what you do there.

Our company was called MECU (Motorola Employees Credit Union) at the time of engaging Tanj. We are a non-profit financial services company.

I am the Vice President of Marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tanj?

We went through an interesting series of changes, needing to completely rebrand and change the way in which we did business in order to stay alive in the economic climate of today's credit unions and our key sponsor company, Motorola.

SOLUTION

What was the scope of their involvement?

We engaged Tanj for assistance in both the naming process and tagline generation, as well as our internal verbal identity.

How did you come to work with Tanj?

We conducted online research, looking at different naming agencies. We contacted several of them for initial phone screens, narrowing our choice to 3. I brought in our Chief Executive Officer and Chief Operating Officer for a final review. We went through proposals and ended up selecting Tanj as a unanimous decision.

How much have you invested with Tanj?

The total cost of our project with Tanj was between $10,000 and $50,000.

What is the status of this engagement?

We started working with Tanj in July 2015 with an initial kick-off featuring our senior leadership team. We received approval from our board for the new name and tagline in October.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Our new name, tagline, and verbal identity were the first steps of our organizational rebrand. We've recently announced the name change, although this hasn't gone live. We need to update our website and collateral. Our go-live date for actually using this material is September 2016.

I don't have specific metrics, but I do have a ton of positive word-of-mouth feedback from our employees. Our new name gathered a huge amount of positivity around it. People got it and really aligned with it. When we launched it to our current customer base, we received a lot of positive feedback as well. The impression was that the name supports the future of our organization.

What did you find most impressive about Tanj?

There are many things that set them apart. Tanj has the ability to really listen and turn our industry jargon into something that can be understood by everyone. We don't understand how to create a name or what words we should be saying. Tanj has a very specific process which is easy to understand at the same time. We felt overwhelmed by the prospect of creating a name, but Tanj made it easy to understand and explain where our name came from and why we chose it. Everyone in the organization can give that background because of Tanj's ability to communicate our process to our employees. They're a very creative and well-spoken team.

Are there any areas Tanj could improve?

I can't think of anything. The process was outstanding, and it was a breath of fresh air.

5.0
Overall Score It was truly outstanding. I've worked on naming and copywriting projects with other agencies, and it just doesn't even compare to working with a specialized company like Tanj.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    The only negative feedback here is for my own team.
  • 5.0 Cost
    Value / within estimates
    Yep, they were exactly what I thought they'd be.
  • 5.0 Quality
    Service & deliverables
    Without question, it was a five.
  • 5.0 NPS
    Willing to refer
    I have recommended Tanj.

Naming & Identity for Television Channel

"Everything that they promised, they delivered."

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

Tanj provided the name for a television channel’s new service that fell outside of their existing brand footprint.

The Reviewer
 
200-500 Employees
 
Atlanta, Georgia
VP Brand Marketing, Television Channel
 
Verified
The Review
Feedback summary: 

Tanj developed a name that proved to effectively convey what the service was in consumer testing, while remaining broad enough to accommodate expanded offerings in the future. The Tanj team is creative, intelligent, professional, and a pleasure to work with.

BACKGROUND

Please describe your organization.

I work for a cable television station.

What is your position?

I am Vice President, Brand Creative & Head of On-Air Creative. I'm responsible for our brand’s presentation on air, as well as off-channel activation and events.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Tanj?

We were looking to develop a name and identity for a new service that was outside of our brand footprint. In other words, we didn't want to lean on the TV channel’s name and brand as part of this new service; we wanted to start from a blank slate. We did not have a very long period of time to come up with the name, and we knew there were a couple of significant hurdles we would face. One being our own creative satisfaction with the name, but also legal matters. We had to make sure we had the .com domains or were within some good space of having domains available for the name.

We were looking for a name that conveyed what the service was, but was still broad enough so we could expand our offerings in the future. We talk about them being relatives, probably living on the same street but different houses. How this new brand could tuck up next to that existing house, was part of the challenge.

SOLUTION

How did you come to work with Tanj?

I had looked at a list of the usual suspects that Turner might have engaged. We knew that we probably had to operate with a smaller shop because we had to be quicker, and felt that if we identified a more boutique agency, we would have likelihood of better attention and focus. We actually worked with two agencies before we ended up with Tanj. Those companies didn’t work out, both from the creative side, as well the business side. They just moved too slowly.

I can't even remember now how I tripped across Tanj, but I really felt that the work that they had done across some of the other projects, including Wii, indicated a level of creativity that would take us to another space, which was what we were looking for. We thought we'd have to end up with a kind of made up name. Happily, we ended up with something that was more grounded, which we like. I also just thought that they had a good process that made sense to me. I appreciated the intelligence that they displayed on their site, in terms of helpful background information of them and what they do. Pretty quickly, I knew they would be in the running, and after that first conversation with Scott [principal], that was really confirmed for me.

Could you provide a sense of the size of this initiative in financial terms?

It was in the $10,000 to $50,000 range.

What was the timeline of this engagement?

I think things officially got rolling in January, and I believe we were done by the end of February, which was the timeline we were looking for.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We haven't launched the product yet, but we did do consumer testing around a shortlist of names, and it was great to see that the name Scott liked the most and we liked the most, was also the one rated the highest by consumers. With the name Scott developed, there’s an immediate understanding about what we’re doing and what the service is going to be.

What distinguishes Tanj from other providers?

I appreciated that Tanj had a process, they weren’t just winging it. It was efficient and lean enough to accommodate our crazy schedule. It felt very much based on our brief and our needs. I'd say that they really, and this is again not to disparage the other agency we worked with, but I just felt that they were dialed in, in a different way and it was a remarkable experience. Tanj was professional, but still enjoyable to work with.

Is there anything Tanj could have improved or done differently?

Truly, everything went as they promised it would in terms of timing and questions around volume. Everything that they promised, they delivered. Even when we were satisfied, they were still asking what else they could do. I have nothing but high praise for them. It's interesting because they were unfamiliar to people here, but I have a feeling it won't be the last time they work with our company, because it was so successful.

5.0
Overall Score They're fantastic.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    It was a crazy schedule.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Naming Services for Lab Equipment Provider

"At the end, we had confidence that no stone had been left unturned."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
Project summary: 

Tanj developed a new name for a laboratory measurement product and its category, to more accurately describe what the product was and how it could be of use to the consumer.

The Reviewer
 
10,000+
 
Philadelphia Metro Area
Director of Marketing, Lab Equipment Provider
 
Verified
The Review
Feedback summary: 

Tanj demonstrated an ability to relate to younger generations while remaining highly professional. The team is exceptionally creative, and their naming process is extremely thorough. The new name has been a breath of fresh air.

BACKGROUND

Please describe your organization.

We're a high technology company that provides laboratory measurement instrumentation to life sciences and applied markets including energy, chemical, and environmental. Companies might use our instruments to assist in food safety analysis, for example.

What is your position?

I am the director of marketing, including inbound marketing, which is defining user needs and customer requirements. Also, outbound marketing, which is taking the value we create and articulating that to the marketplace.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Tanj?

We're a spinoff of the Hewlett Packard company, and our names followed the rather dry convention of a combination of four-digit numbers and letters. Especially to people who had less long-time experience with our instruments, those names didn't express anything about the nature, character, or benefit of the products to them.

We were finding that more and more of our decision makers are millennials, and our names didn't mean anything to them. We wanted to create a name for our product line that differentiated it, and explained what the product was all about and how that would be of interest or benefit to the potential customer.

SOLUTION

Please describe the scope of their involvement in detail.

It was naming one product and its category. We believed that we were carving out a new category in a relatively mature product area, and Tanj helped us communicate that to the customer.

How did you come to work with Tanj?

One of the full-service marketing agencies we work with identified Tanj. We were looking for a company that was able to prove to us that they had fresh, new concepts that related to a younger generation. In the selection process, Tanj's demonstrated ability to relate to younger generations was the single biggest differentiator for us.

Could you provide a sense of the size of this initiative in financial terms?

It was between $50,000 and $100,000.

What was the timeline of this engagement?

It was about three months. Tanj was always on the ball in terms of responsiveness and keeping us on schedule.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We have not introduced the product yet, so I can't tell you any business results. What I can say is that internally, we have tested this with many different levels and functions within the company, and everyone feels that it's been a breath of fresh air. So, subjectively, I would say it's been a resounding success.

What distinguishes Tanj from other providers?

There are two things that resonate with me when working with Tanj. First is the level of creativity – they came to the table with a great selection of names. Naming is a very difficult process and you need to have a lot of room for error. The creativity was excellent.

Also, I think from a business point of view, one of the main things that I was very impressed about Tanj was their thoroughness and professionalism. They knew very well they were dealing with a traditional IT [informational technology] business and, for a young creative agency, they handled themselves with total professionalism. One way this manifested itself was through their process. It was incredibly thorough and, at the end, we had confidence that no stone had been left unturned.

Is there anything Tanj could have improved or done differently?

At this point, honestly nothing comes to mind.

5.0
Overall Score They delivered what I was expecting and then some.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    We gave them a tough schedule, and they had no problem handling that.
  • 4.0 Cost
    Value / within estimates
    I don't think that they were a bargain, but I wasn't looking for a bargain.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I already have.