Naming & Branding Experts

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VERIFIED

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

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 Image

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 Image

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 Image

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 Image

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 it’ll one day be in the dictionary under “to send or receive payments internationally”. Something exciting. Something that signaled change. And voilà… we came up with Veem.
Juke — naming Nissan's sporty new crossover Image

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 Image

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 Image

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 Image

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 action.
Mack Masters — naming an event to build brand loyalty Image

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 Image

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 Image

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 Image

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 Image

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, so Agilent was able to launch their new product with a unified name internationally. So, not only do we now know what a gas chromatography system is—we’ve named one. And you can bet we’ll be working that fact into conversation at cocktail parties as much as possible.
Bellarise — renaming a yeast manufacturer Image

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 Image

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 solution for another. By naming the tiers Foundations, Advanced, and Custom, they were able to call out the benefits of each option without pitting them against one another. And that’s great, because Regence 360Me is all about making life easier for employers and employees alike.
Luminent — naming a risk management platform Image

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 Image

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 Image

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 Image

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 Image

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 TradingTable, where the market is finally open.

Reviews

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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.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

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.

Renaming for Executive Recruiting Agency

"I give them the highest endorsement."

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 a new name for an executive recruiting agency that more accurately described what they did, was short, and was easy to use and understand.

The Reviewer
 
2-10 Employees
 
Indianapolis, Indiana
Owner, MatchBuilt
 
Verified
The Review
Feedback summary: 

The Tanj team is responsive, experienced, great at listening, and adept at guiding newcomers through the process of renaming and rebranding. The new name has led to significant increases in new business and brand awareness.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please describe your organization.

Our company, MatchBuilt, is a recruiting company. We do executive recruiting for the home building industry.

What is your position?

I am the owner of the company.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Tanj?

Our company has been in business for 10 years, and our original name was Big Builder Sourcing. Through the changing industry and changing times, the name of our company did not reflect our clients and our business in the best light anymore. We were looking for something more descriptive to what we do and something that was easy to use. I'm on the phone all day with our recruiters, so the name had to be somewhat short and easy to understand that, but still be unique to us and something we could build a brand on.

SOLUTION

Please describe the scope of their involvement in detail.

There were obviously conversations about our larger brand positioning, but it was primarily naming.

How did you come to work with Tanj?

I found them on the Internet. Scott [Milano, CEO of Tanj] was very responsive in getting back to us. We felt comfortable with his expertise, and we moved forward with them.

What was the timeline for the project?

Less than 90 days.

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

It was in the $10,000 range.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We've seen significant increases in business and significant increases in brand awareness since Tanj helped us rebrand the company. People mention to me all the time how much better the new name is than the old name. My only regret is that we didn't do it sooner.

What distinguishes Tanj from other providers?

They were just great at listening to us, describing the process, and setting our expectations. I give them the highest endorsement.

Is there anything Tanj could have improved or done differently?

No. Not really. 

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
    I already have.

Naming for Trade Association's Learning Platform

"Tanj's performance was exemplary."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. 2011 - Sept. 2011
Project summary: 

Tanj delivered a short list of three name candidates for a highly customizable self-directed learning platform.

The Reviewer
 
501-1000 Employees
 
Washington DC Metro Area
Former Communications Senior Manager, Trade Association
 
Verified
The Review
Feedback summary: 

Tanj’s CEO, Scott Milano, is personable, knowledgeable, flexible, and consultative. He and his team offer specialized knowledge of naming and it’s connection to brand and culture that is leagues beyond their competitors.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please provide a description of your company.

When we hired Tanj, I was in the marketing and communications department for a large trade association with more than 400,000 members. 

What is your role at the company?

I was the senior manager of communications for all our standardized testing and examinations.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached Tanj?

We had conceptualized a self-directed learning platform, highly customizable and loaded with rich content, aimed at all levels of the accounting profession, but primarily at accountants who aren't in public accounting. The platform had to be adaptable so that it could eventually be marketed to other professions. We needed a name for this complex product.

What was the scope of the project, and can you describe the specific services provided by Tanj?

The scope was a three-to-six-month engagement to dig into our brand and name the learning platform in such a way that it aligned with the brand, but still had a distinct feel. Tanj was tasked with first delivering concepts, followed by names for each concept, then wheedling down the lists and, through an iterative process, delivering a short list of three final name candidates. 

SOLUTION

What was your process for selecting Tanj with which to work?

I had worked with Scott Milano [CEO of Tanj] in Japan when he was with Interbrand, and then later after he founded Tanj, we kept in touch. I recommended him to the project owners, and they invited him to respond to the RFP [request for proposal]. We decided to work with Tanj because Scott never tried to sell us on the project. He proposed a process that made sense, was honest about the challenges we faced, and his manner won over the key decision makers in the room.

Can you give us a general estimate of the size of the project in dollar terms or personnel work hours?

It was between $10,000 and $20,000.

When did the project begin, and when was it completed?

The project began in March 2011 and was completed by September 2011.

RESULTS & FEEDBACK

How did they perform in terms of the quality of their work? Are there any relevant statistics or metrics you can share?

Tanj's performance was exemplary. Scott and his team stayed true to their process and delivered what they said they would deliver.

When working with them, was there anything unique or special about them compared to other partners with which you may have worked?

Their specialized knowledge of naming and its connection to brand and culture are leagues beyond anyone else I've worked with. Scott just brings a winning presence to the room. He is knowledgeable, flexible, and consultative. 

Looking back on the project, do you have any constructive criticism? Is there any area that they could improve or you would do differently?

None come to mind.

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

Naming for Digital Product Agency

"We immediately saw the value in contracting Tanj."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Aug. - Oct. 2013
Project summary: 

Tanj developed a new name for a digital product agency intended to consistently elicit a strong reaction when it is introduced.

The Reviewer
 
11-50 Employees
 
New York City Metro Area
Jay Melone
CEO, New Haircut
 
Verified
The Review
Feedback summary: 

The Tanj team put a great deal of care and thought into their work, using an extremely polished approach to deliver exactly the sort of name that was asked for. Their professionalism and creative chops separate them from the competition.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please provide a description of your company.

New Haircut is a digital product agency. We build Web and mobile experiences for our clients.

What is your role at the company?

I'm the founder and CEO.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached Tanj? 

At the time, New Haircut was called DigitalXBridge or DXB. It was a name I had come up with one night on the train ride home. I spent all of 10 minutes thinking about it and swore I'd come up with something better a couple weeks later. Three years later, and multiple attempts to spend time thinking about something more aligned with our vision and culture, we were still stuck with DXB.

What was the scope of the project, and can you describe the specific services provided by Tanj?

We saw what Tanj had done in naming brands like the Nintendo Wii and Ally Bank. We engaged Tanj to help apply that same creative thinking to a brand rename for DXB.

SOLUTION

What was your process for selecting Tanj with which to work?

We had the opportunity to see Tanj in action for a mutual client of ours, TradingTable. Scott [Milano, Tanj's managing director and owner] and his team were extremely polished in their approach to helping with TradingTable's name and language direction. We were sold on their professionalism and creative chops.

Can you give us a general estimate of the size of the project in dollar terms or personnel work hours?

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

When did the project begin, and when was it completed?

The project was relatively quick. It began in August 2013 and ended in October 2013. 

RESULTS & FEEDBACK

How did they perform in terms of the quality of their work? Are there any relevant statistics or metrics you can share?

Tanj came back with 28 proposed names in a professionally crafted and presented proposal. We immediately saw the value in contracting Tanj and had trouble narrowing down the names to a final set because we favored several.

The most important requirement we had for Tanj was that nobody should ever have a mild reaction to our name. I'd rather they hate it than have lukewarm feelings toward it. They accomplished just that. In the two-plus years since we've been New Haircut, it's rare that I hand out a business card or introduce myself and our agency that people don't smile and say, "Wow, great name! Why New Haircut?" Mission accomplished.

When working with Tanj, was there anything unique or special about them compared to other partners with which you may have worked?

Again, what shined was how much care and thought they put into their work. I'm sure many people would assume that selecting a company name is like picking names out of a hat but trust me when I tell you we tried for years and failed to come up with a winner.

Looking back on the project, do you have any constructive criticism? Is there any area that they could improve or you would do differently?

Nope.

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

Branding & Naming Services for Web Design Agency

"I've been blown away with the level of service that Tanj offers .... it's clear that they know what they are doing."

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

Tanj provided work for a number of different projects, including branding, naming, and creative copywriting.

The Reviewer
 
2-10 Employees
 
Washington DC Metro Area
Miles Kemp
Founder, Variate Labs
 
Verified
The Review
Feedback summary: 

Tanj has the ability to focus on what matters and then create a concise representation, condensing the ideas of a product into a simple, shareable message. They set clear expectations and overdeliver with polished, effective work.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please provide a description of your company. 

I run a Web design agency located in Washington, D.C.

OPPORTUNITY / CHALLENGE

What was your goal in working with Tanj?

We've worked on a number of different projects with Tanj around branding, naming, and creative copywriting.

SOLUTION

Please describe the scope of their work.

I’ve worked with Tanj on a number of different projects in the past. They don't just do naming, but everything having to do with branding. They’ll come up with a slogan, help frame the message, and build the foundation of how clients would represent themselves online.

One of our projects was a startup where we raised more than a million dollars to build an online game. I worked closely with Tanj, and they came up with a new name for the company and product. They helped us craft our values and helped us build messages around the main idea. Tanj came up with a bunch of different name options and worked with us through several ideation sessions, during a couple months, to hone in on a specific name. When I started another company, Tanj helped me come up with the name for that company and ultimately named our first product.

What was your process in selecting Tanj with which to work?

I looked at a few different companies in New York and Los Angeles. The reason I picked Tanj was simply that they have quite a track record with their names. They’ve come up with some amazing names in the past, so I knew they had the experience to do the job I wanted. What ultimately sold them to me was their owner [Scott Milano]. He’s just a one-of-a-kind, fantastic person to work with. He’s so easy to talk to, really listens, smart, and has a lot of creative ideas. For me, Tanj is the total package.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

The most recent project was about $10,000. The other projects were a little bigger, around $20,000 each.

What was the timeline for their work?

The first project we did lasted about six weeks, and the other two projects took three or four months. That included everything from the initial creative ideas, three rounds of names, a couple rounds of taglines and polishing the brand.

RESULTS & FEEDBACK

Can you speak a little about the results of the project? 

Everything we've done with Tanj has worked out great. We've had a lot of positive feedback on the names, the brands, and how we're representing ourselves. Tanj is just a pleasure to work with, and they have knocked it out of the park on a number of projects. I've been blown away with the level of service that Tanj offers.

In general, the names were very well received, very on point and quite recognizable. I got a lot of great feedback on that. A few other companies working in the space noticed what I was doing, and I got some very unique business opportunities out of that.

Tanj does such a good job of focusing on what matters and then creating a concise representation. Tanj really condensed the ideas of every product that we’ve worked on into a simple, shareable message. They were very effective each time I worked with them.

Is there anything unique about Tanj that really makes them stand out compared to other companies?

They really add a lot of polish to their work. They’re very clear about setting expectations for the project at the beginning. Tanj always overdelivers. One glance at their work, and it’s clear that they know what they are doing.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

My only regret is I can't afford to have Tanj on a retainer because we always have ongoing needs, and they can do a lot more than just naming, including copywriting and the overall brand picture. Tanj is great, and I plan on hiring them for all my future projects.

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

Naming & Branding Work for Global Communications Firm

"They deliver the quality of the large global agencies at the price of a small boutique."

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

Tanj provided full naming services⎼ including research, creative concept development, linguistic verification, and basic trademark and viability evaluations⎼ on a variety of projects.

The Reviewer
 
501-1000 Employees
 
Portland, Oregon
Aimee Corso
US Healthcare Practice Lead, Waggener Edstrom
 
Verified
The Review
Feedback summary: 

Tanj’s team enjoys their work and always brings a positive energy and fresh insight that matters to a project. They are responsive and adept at uniting disparate views, helping create alignment on naming approaches, and keeping clients on task.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please provide a description of your company.

Waggener Edstrom is a large, globally integrated communications firm.

What are your role and responsibilities?

I lead the North American health care practice.

OPPORTUNITY / CHALLENGE

What was your goal in working with Tanj?

We've worked together on several projects. The most recent project focused on differentiating a company’s brand and products across several different markets.

SOLUTION

Please describe the scope of their work.

We were facing several different challenges. We needed to rebrand a diagnostics lab company that was being dragged down by an old negative reputation. We needed to name a new surgical product for a large medical device company, We needed to develop a naming system for a new family of products. Finally, we needed a name for the launch of a new wellness service offered by a health insurance plan.

Tanj provided full-service naming including research, creative concept development, linguistic verification and some basic trademark and viability evaluation. In addition, their team provided significant expertise in helping clients through the naming process within organizational hierarchies and constraints.

What was your process in selecting Tanj with which to work?

Tanj was initially recommended by a former client and friend. We did our first project, and I was hooked on the service and quality of their work. I couldn’t find that kind of quality at that price anywhere else.

Can you provide a ballpark figure for the size of the work they’ve done for you?

We’ve spent somewhere between $35,000 and $70,000 working with Tanj.

When did the project begin, and when was it completed?

We’ve completed multiple projects with Tanj, usually lasting from three to six months.

RESULTS & FEEDBACK

Do you have any statistics, metrics, or general feedback to show the quality of their work?

Their work is of the highest quality. Deadlines are met on or ahead of schedule. Their work product is concise, sharp, and creative. Tanj consistently exceeds expectations. They deliver the quality of the large global agencies at the price of a small boutique.

Is there anything unique about Tanj that really makes them stand out compared to other companies?

I appreciate Tanj’s client service. Their team is adept at uniting disparate views and helping create alignment on naming approaches. They are able to keep clients on task and are very responsive and collaborative as ideas build during a discussion. They enjoy their work and always bring a positive energy to assignments and fresh insights that matter.

Looking back on their work, is there any area that you think they could improve upon or something that you might do differently?

I rarely find a team who exceeds in all parameters, but Tanj does. They are an excellent and trusted partner for me. So, no, I don’t think there is anything either of us would do differently.

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
    I do it all the time.

Naming for TradingTable

"Anything to do with words, we go to Tanj."

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

Tanj helped the client to name their new online trading platform and later provided taglines and webcopy.

The Reviewer
 
2-10 Employees
 
New York City, New York
Andreas Koutsoudakis
Co-Founder, TradingTable
 
Verified
The Review
Feedback summary: 

Tanj demonstrated a genuine interest in the client and their business, ultimately providing a name that their company could grow and thrive with. The client appreciates the level of attention they received from Tanj and the quality of work that they provided.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please provide a description of your company. 

We are an online ordering platform connecting restaurants with distributors, enabling restaurants to manage all of their supply chain logistics online.

What are your role and responsibilities?

I’m the co-founder and chief executive officer.

OPPORTUNITY / CHALLENGE

What was your goal in working with Tanj?

We knew that we wanted to make sure that everything about us – our business model, our platform, our name – was done right from the beginning. When it came to naming, we knew that was something we absolutely had to get right at the start.

SOLUTION

Please describe the scope of their work.

The first project we worked on was the actual name of the company. We brainstormed on our own, and then had some brainstorming sessions with Tanj. We explained our concept and our mission, and Tanj presented us with a range of options and were great about explaining the various types of names we could have. We ultimately picked TradingTable, a name that we’ve really grown into. 

The naming was the most important project, but we've worked with them in several other areas as well, including taglines and copywriting.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

We spent $10,000 for the naming. The tagline and copywriting were in the $2,000 to $5,000 range.

What was the timeline of the project?

The naming project took about three to four weeks. The time needed for the tagline was a little bit shorter than that. We also worked on brochures and website copy, which did not take much time.

RESULTS & FEEDBACK

Is there anything unique about Tanj that really makes them stand out compared to other companies?

Anything to do with words, we go to Tanj. What's great about Tanj is we can come into a meeting with them and be discombobulated and disjointed, throwing out half-formed thoughts about where our business is and where we want it to be, and they're able to take those thoughts and turn them into beautifully formed words and ideas. 

Another thing was when we started looking at companies, we came across some that were charging as much as $50,000 for a name. Once those companies start working with major brands, they don’t even want to talk to little guys like us. I definitely did not get that feeling from Tanj. They treated us like we were their number one client, and you don’t find that too often.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

No. Tanj has been awesome.

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
    We’ve already referred them to a number of other companies.

Strategic Consulting for Branding Agency

"The number one thing ... is their deep understanding of branding from a business perspective."

Quality: 
4.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
2014 - Ongoing
Project summary: 

Tanj provides consulting services on variety of naming and branding projects ranging from startups to established corporations launching a new product.

The Reviewer
 
2-10 Employees
 
New York Metro Area
Creative Director/Principal, Branding Agency
 
Verified
The Review
Feedback summary: 

Few people have the unique ability to mix research with the creative aspects of branding as well as Tanj’s CEO, Scott Milano. On one particular collaboration for a luxury home development, the campaign was so successful that 15 out of 26 lots were sold within the first year.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Please provide a description of your company.

Studio Sanderson is a branding agency that works with growing companies, who are looking to tell a more effective story. We begin on a strategic level, and then ensure that the brand identity is consistent across all a company's touch points.

What is your role and responsibilities?

I'm the creative director and principal.

OPPORTUNITY / CHALLENGE

Please describe the scope of their work.

I've brought in Tanj on a consulting basis for a number of my projects. The scope of their work depends on the project. I've often brought them in for their naming services. The clients have varied from startups to established corporations looking to name a new product.

I've also worked with Tanj on writing the articulation of a brand story. In some instances, the scope of their work is very specific, and I just need Scott's [Milano, Managing Director of Tanj] skill as a wordsmith on a few particular items. Other times, we will fully collaborate on the brand story together as a team. 

SOLUTION

What was your process for selecting Tanj with which to work?

I've known Scott personally for a long time now. We both had backgrounds in the brand consultancy world before we created our own companies. 

As far as why we choose to work with them, I would say there are lots of writers around, but it's a unique combination to find a team of writers, who understand brands the way Tanj does. There are plenty of writers in advertising, who can write some great lines of copy but, with branding, you’re coming from the center of the business as opposed to just creating an ad. It requires a deep understanding of a business, and that's why I definitely try and use Scott and his team as much as possible.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

Our yearly spend is probably somewhere between $30,000 and $40,000.

When did the projects with Tanj begin, and are they ongoing?

We’ve been working together for about three years now.

RESULTS & FEEDBACK

Do you have any statistics, metrics, or general feedback to show the success of a project?

Our most effective collaboration has probably been on a luxury home development in upstate New York. While the development was very nice, there was very little to distinguish it from hundreds of other similar sites. We worked together to build a vision and a story about why this development was unique.

The project has been extremely successful. Out of 26 lots, they sold 15 within a year, which is a lot better than many of their competitors. It's been featured in The New York Times, the New York Observer, and the Wall Street Journal. The story we crafted tapped into the zeitgeist of the times where people, especially in New York City the primary market, are very interested in locally sourced products, farm-to-table restaurants, and so on. All these things are very much a part of the culture of upstate New York, and we were very pleased with how the whole story came together. 

Is there anything unique about them that really makes them stand out, compared to other companies?

The number one thing, as I stated earlier, is their deep understanding of branding from a business perspective. In addition, Scott has a great manner for this business. He's very curious and adept at getting to the bottom of things. As you can imagine, in this environment half the challenge is being able to ask the tough questions and get answers out of the clients or stakeholders in order to get to the real essence of the problem. Scott is great at that. There are not many people who have the ability to mix the research and creative aspects of branding, as well as Scott does.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

No. My only regret is that we don't work with them more.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 4.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    Always, unless it means I’m going to lose working with him.
Verification

Clutch verification provides an additional layer of data to help you make the right purchasing decsion of business services. Learn more

Verification Level
Gold
VERIFIED
Business Entity
Status
Active
Jurisdiction of Formation
New York
ID
3855527
Date of Formation
Sep 14, 2009
Source
NYS Department of State
Last Updated
Dec 24, 2018
Client Reviews
VERIFIED CLIENT REVIEWS
38
OVERALL REVIEW RATING
4.9
Source
Clutch
LAST UPDATED
September 25, 2019