Please describe the scope of their involvement in detail.
The three main services provided by Tungsten were naming, tagline creation, and brand strategy.
Please describe Tungsten's naming process briefly.
I thought his process was unique and interesting. When you first approach Phil [Davis, CEO of Tungsten Branding], he interviews you, and he wants to see if you're ready to go through the naming process. From his perspective, in order to be ready to name your company, you need to have a very sharp focus on what your company is and what it does, so that he can create names that are specific to building on that identity.
Actually when I first approached him, he didn't feel that I was ready yet, that a tight focus had not yet been achieved, and he actually encouraged me to go back to work for a little bit to achieve that focus. I'm sure there's a lot of people that would have been just happy to take your money and get right to work, but he showed me a lot of professionalism and integrity when he asked me to go back and do a little bit more work before engaging his services.
We wanted a name that was novel, so we weren't looking for something that you could just pull out of the dictionary. We wanted to create a new name. But, even with that in mind, Phil takes you through a number of steps where he creates these concepts, and they're not necessarily, in the early rounds, intended to be the specific name that you'll use, but giving a concept of what your name could be. Some of them were very aggressive, very avant-garde even, and kind of edgy. Others were much more conservative.
Through the early process, he's trying to offer you that range of concepts, trying to determine if you're more comfortable with an edgy name or something more conservative. In the course of that process, we learned we were looking for something not conservative, but not something too far out there because we were dealing with consumer products. We also learned that we wanted a novel name, something that didn't exist before.
How did you come to work with Tungsten Branding?
We interviewed several firms, and they were all quite well known. Their prices ranged considerably, and their approaches were all very different. Every one of them had their strengths. How I found Phil was more indirect. I was going through the process of trying to name the company myself. Phil has written a number of articles that are available on the Internet about the naming process, and so I had read a few of his articles and even watched a video clip of him making a presentation to a group.
I was very impressed by his approach and his knowledge. He seemed to understand both the art and science of naming because it really is one part science and one part art. When I finally realized I wasn't going to be able to name our company myself, I circled back around to Tungsten because I was familiar with Phil's teachings and tutorials online. When we spoke, we really clicked, and he just seemed to get us and what we were trying to do.
Could you provide a sense of the size of this initiative in financial terms?
In total, it was between $10,000 and $15,000.
What is the status of this engagement?
The project lasted for about five months in 2014.