WANT

Introduce your business and what you do there.

I am the Senior Executive that overseas all commercial and technology for a global contract manufacturer of medical devices

our company is US based and we have 300+ employees

What challenge were you trying to address with WANT?

We needed help with branding. We had recently created our new medical device organization as the non-automotive side of another company, and we wanted to shed our old name, brand, and look and feel into this new venture. Still, we wanted this new brand to represent our new organization and allow us to build our platform moving forward.

What was the scope of their involvement?

WANT helped us with everything necessary to create the branding surrounding our organization, including designing our logo and defining a name representing who we were and wanted to be. During this process, they also brought in a legal team that helped us run some trademark checks.

Initially, we provided WANT with what we called a brand heart document that included some concepts we had developed over the years regarding where we wanted to be. Using this document, they understood who we were, what our mission was, and where we wanted to go. Additionally, we provided them with our legacy information so that they could see where we were coming from. Once we finished with the branding process, WANT also put us in touch with website developers that could help us create a website moving forward.

What is the team composition?

We worked with 4–5 people throughout the project, including Jonathan (Founder), John (Director), and Cheina (Analyst).

How did you come to work with WANT?

Someone from our ownership already knew about WANT, and they referred us to Jonathan and his team.

How much have you invested with them?

We spent between $50,000–$100,000.

What is the status of this engagement?

We worked with WANT from July–October 2022. It took us around 60 days to get everything done.

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

WANT delivered a branding that tied our company together by making it representative of us and aspirational to internal and external groups. This branding was well-received by everyone on our staff, and we received great compliments from our customers and suppliers.

We recently launched our new name, and we’re yet to launch a marketing campaign around our new brand, so it is early to see tangible results. Still, everyone was very impressed with the work done by WANT.

How did WANT perform from a project management standpoint?

WANT’s project management was perfect; they were extremely professional and precise. Getting this project done was a team effort. John did a fantastic job leading the project, and Jonathan was also very helpful and involved. We communicated via email, Microsoft Teams, Zoom, and phone.

What did you find most impressive about them?

WANT’s ability to listen and understand the brand we were creating was impressive. We had done a lot of work throughout the years to develop the brand heart document, so we appreciated that they took the time to understand what we wanted and our value proposition. They took our input and helped us bring our vision to life in a professional manner.

Are there any areas they could improve?

It would have been great if WANT had taken more time to research others in our industry to see how they compared to us. Still, we weren’t displeased with anything they did because everything was great; we had no complaints.

Do you have any advice for potential customers?

Come to them with clear ideas because you have to put thought into your project to get the best results. Know who you are and who you want to be before starting a branding process.

Introduce your business and what you do there.

I was the manager of the brand and creative team at Panasonic Avionics Corporation. My main responsibility was to make sure that our brand was properly activated across all our digital and traditional marketing channels.

What challenge were you trying to address with WANT?

We needed a name for a new product and we also needed help in developing a naming workflow process that we could use internally.

What was the scope of their involvement?

To start off, we provided WANT with our brand guidelines and gave them as much information as we could about our product portfolio. After that, they held internal focus group discussions (FGDs) with our executive leadership and product teams, including our CEO, to get a better understanding of our organization’s needs. From there, the team proceeded with the naming process and worked through multiple options with us. We narrowed down the list and came to a final decision on the new product name. 

Additionally, they helped us set up a naming workflow process that we could follow in the future. This will help guide our internal teams in the decision making process when naming a new product.

What is the team composition?

We worked with 4–5 people from their side, including Jonathan (Founder & CEO) and three brand strategists.

How did you come to work with WANT?

We found them through the Clutch website — they had amazing reviews.

How much have you invested with them?

We spent between $50,000–$100,000.

What is the status of this engagement?

We worked with them from April–June 2022.

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

We received positive feedback from external stakeholders when we launched our product at a trade show — in fact, this was the product launch that received the most press coverage. Also, the internal feedback on our new product was overwhelmingly positive. 

How did WANT perform from a project management standpoint?

Overall, they managed the entire project really well. They stayed within our budget, met all deadlines, and always brought in the right people at the right time. For communication, we used Zoom and Microsoft Teams.

What did you find most impressive about them?

Their biggest strength is the team that they have. They are all experts in their field of work – creating names and brand strategies. Everyone on the team was very collaborative and acted as our partner through this project.

Are there any areas they could improve on?

I don't think so. The only challenge we had was the difference in time zone, which had nothing to do with their ability to complete the job.

Do you have any advice for potential customers?

Be as open and transparent as possible, provide them with as much information as you can, and let them do their job.

Introduce your business and what you do there.

I’m the head of marketing at a company that provides financial and software services to K-12 schools and districts.

What challenge were you trying to address with WANT?

We were going through a rebrand, and we needed a new brand name as part of that. While we did a lot of internal branding work to discover the best available name, it was a challenge. We needed a partner specialized in naming, so we hired WANT.

What was the scope of their involvement?

Over a few months, WANT did some discovery calls with a number of stakeholders on our end. They asked particular questions to get at the heart of who we are. After that, they did a series of naming exercises, starting with a large pool of possible names. From there, we picked ones that we thought would work well and resonate with our audience. They helped us narrow it down step by step. The project ended with a legal review to make sure there wasn’t too much risk involved and that we could trademark our new name.

Once they finalized the name, they also created some brand guidelines and a creative brief for us. These documents included the color scheme, logo, PowerPoint and Google Slides templates, and iconography, among other materials. 

What is the team composition?

We worked with 5–6 teammates from WANT. Jonathan (Founder) was heavily involved, and we also had an account manager and a few researchers, some of whom had used some of our products.

How did you come to work with WANT?

I found them through a Google search while going through reviews of different branding houses. WANT came up specifically for naming, which was where we had been struggling. Although they also worked on strategy and design, the naming portion was what stood out for us and why we decided to go with them. 

How much have you invested with them?

We spent around $130,000 in total. 

What is the status of this engagement?

We worked together from December 2021–April 2022.

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

We love the new name and branding and are excited to launch it. The name resonates well with a K-12 audience because it evokes emotions of brightness and childlike wonder. At the same time, the name is vague and broad enough that it can lend itself to various products, which was what we were after. We haven’t launched our new brand yet, so we don’t have quantitative metrics. 

During our first conversations, WANT advised us to choose the name with our brains, not our hearts, because once we created the brand, the love would come. That was a big hurdle for me because I wanted to fall in love with a name immediately, and that wasn’t the case. However, their advice made sense because customers don’t fall in love with brands immediately either; it’s the experience with the brand that they love. Additionally, we appreciated having folks on their end who knew what we do and had used our products — that insight was really helpful. 

How did WANT perform from a project management standpoint?

They handled all of the project management on their end. They used checklists with dates assigned to each item to see where we were and wanted to be. We typically communicated via email and Zoom. Our team is very spread out, and with the COVID-19 pandemic, it made sense to have our meetings via Zoom. They presented all of their materials through PowerPoint during those meetings. 

What did you find most impressive about them?

We appreciated that WANT didn’t present a bunch of names they knew wouldn’t pass legal review. These days it isn’t easy to find a name that’s possible to trademark, and before the team ever shared anything with us, they reviewed their proposals.

Are there any areas they could improve?

Although their design quality is good, it’s not fantastic. That’s not their bread and butter because they’re really focused on naming. However, if they wanted to stretch their design muscle a little more, that’s one area they could focus on. For example, they gave us some iconography that felt a little dated. Luckily, we have folks in-house who are really good and design, so that wasn’t a big deal for us. 

Introduce your business and what you do there.

I’m the senior director of global marketing at Panasonic Avionics Corporation, an in-flight entertainment and connectivity company providing in-flight systems and services for aviation.

What challenge were you trying to address with WANT?

We needed to develop a specific branded product name, as well as a naming taxonomy process and procedure for our company.

What was the scope of their involvement?

First, we provided WANT with a brief of what we needed, and they came back to us to revise the project's scope and discuss the process. From there, they gave us options for potential names to select from. We ultimately selected one of those names based on the product’s criteria.

As a subset of that naming project, WANT helped us develop, define, and codify a naming taxonomy for our future products. Basically, this taxonomy was a flow chart that would help us define if a new product needs its own branded name, a descriptive name, or simply needs to be an extension of an existing brand.

What is the team composition?

We worked with 3–4 people from WANT, including the owner, an account lead, and a creative lead. 

How did you come to work with WANT?

We found WANT through research. They’re well-known in the industry, so they were included in our RFP process.

How much have you invested with them?

We spent between $100,000–$250,000.

What is the status of this engagement?

We started working together in March 2022, and they delivered the statement of work in June 2022.

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

The name that WANT helped us define was related to a product launch, and all the KPI metrics we were tracking around that launch were successful. Their execution of this project was critical for our launch.

How did WANT perform from a project management standpoint?

WANT performed very well. We had a tight timeline, but they still managed the process professionally and quickly, doing a great job. I would definitely work with them again. We communicated through video calls using either Microsoft Teams or Zoom.

What did you find most impressive about them?

WANT’s responsiveness, reputation, and general professionalism and demeanor were their best attributes.

Are there any areas they could improve?

No. I was very happy with them and the results I obtained.

Do you have any advice for potential customers?

Definitely involve them in your RFP process; they’re very creative, and you will at least enjoy the interaction.

Introduce your business and what you do there.

I’m the COO and marketing manager of PDI software, a global provider of a variety of technology solutions for the convenience retail ecosystem.

What challenge were you trying to address with WANT?

We had grown very quickly, both organically and through acquisition, so our corporate brand’s visual identity was outdated. Thus, we wanted to refresh it and update our look and feel to be more representative of our customers and the solutions we offer.

What was the scope of their involvement?

Initially, WANT was tasked with reviewing the name of our company and proposing a new one. Then, they redid our logo and updated our visual identity, including the color palette, font, PowerPoint templates, and data sheet templates. They also provided us with sample visual assets for us to scale that visual identity across the rest of our company.

Throughout this project, WANT did a lot of research and visited one of our industry’s biggest trade shows. They also reviewed a lot of research that other firms had done. Additionally, they held a series of focus groups, small group interviews, and one-on-one interviews with our executives, product stakeholders, engineering stakeholders, and sales team.

What is the team composition?

We worked with Jonathan (Founder & CEO), Bob (Partner), and John (Director), who were our three main contact points. Still, there were a number of other people who joined the project at different parts of the process.

How did you come to work with WANT?

They were referred to me by a former colleague of Jonathan’s. Still, I interviewed around 15 different other agencies and ultimately chose WANT.

How much have you invested with them?

We spent close to $500,000.

What is the status of this engagement?

We worked together from October 2021–April 2022.

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

We don’t have any hard metrics. WANT has already delivered our new identity, but we haven’t launched it yet. Still, our internal teams are very impressed with their work. Our goal was getting the new teams that joined our company after the acquisition on board with our new brand, and thanks to WANT’s work, we achieved that goal.

How did WANT perform from a project management standpoint?

WANT offered excellent project management. We’re a fairly large and sophisticated organization. Still, they did an absolutely superb job of navigating that internally, showing up very professionally and prepared for every meeting, reminding the different people involved what they needed from them, and driving the whole team to the desired results. We communicated via email, Zoom, and Google Meet.

What did you find most impressive about them?

WANT’s executive experience differentiated them from other providers. Since the vetting process, their executives were directly involved in my project, and they continued to work with me in every meeting. Additionally, they seemed to be selective in the number of clients they take on at any given time so that they could provide that experience.

Thanks to their approach, we were able to make good, informed decisions quickly. WANT had the right area of expertise we needed. Whereas a lot of other firms try to cover many areas of expertise, which makes them offer a medium-level service in each area, WANT has a deep level of expertise in branding.

Are there any areas they could improve?

No. They were very collaborative and easy to work with.

Do you have any advice for potential customers?

WANT is very good at leading the project and diving deep into the core of the problem. If you are a type of client who needs multiple options to choose from and multiple iterations, they’re probably not the right fit for you. A strong decision-making sense is better for working with WANT to avoid dragging the project out.

Introduce your business and what you do there.

I previously worked at Tessera Technologies as the head of corporate communications. Our company was a combination of three existing different businesses plus an acquired business, all to be integrated under one new corporate name and brand.

What challenge were you trying to address with WANT Branding?

We recently acquired another company. The goal was to merge and rename our companies as a single entity.

What was the scope of their involvement?

WANT Branding started the process focusing on understanding our companies, the market, and the services and brand position that we wanted to establish. They came up with a list of names that would represent those elements. Their usual process was compressed and accelerated because the acquisition had been completed and wanted to introduce, list and begin using the new corporate name and brand ASAP.

What is the team composition?

We primarily worked with Jonathan (Founder & CEO, WANT Branding).

How did you come to work with WANT Branding?

I had retained a local agency to help us with rebranding, and they introduced us to WANT Branding as the resource that would handle the naming aspect of the rebranding process.

How much have you invested with them?

The services cost $35,000.

What is the status of this engagement?

We began working with WANT Branding in October 2016. The process took about six weeks.

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

We needed an excellent name that reflected the diverse breadth of solutions that the combined entity would offer, with a focus on delivering leading, technology-driven experiences. WANT Branding accomplished that objective. There was a tight deadline on our side, plus the complexity of responding to the varying perspectives and opinions of two sets of executives, who had only recently come together to think as an integrated leadership team for the combined entity. After several rounds of proposing, reviewing and eliminating numerous names, WANT Branding came up with a name that pleased everyone. Their team was professional and accommodating, but pushed at times when our teams needed to be made aware of delays that would jeopardize the timeline.

How did WANT Branding perform from a project management standpoint?

Their project management style was excellent and juggled the many, sometimes conflicting demands placed on them. There was also a time difference with their team being on the East Coast. Despite these constraints, their team worked to an extremely-well documented process and delivered the desired result. They were able to keep everyone informed and the team provided multiple name options along with important information about availability, possible legal risks, cultural and geographic sensitivities and so on.  WANT Branding worked like a well-oiled machine and their obvious experience in naming was evident from day one. 

What did you find most impressive about them?

I’ve worked with many marketing professional services providers. What makes WANT Branding stand out, is that they’re easy to work and communicate with. They’re quick to assimilate themselves into the style and culture of their clients. They have a talented team who are organized and who operate using an effective and methodical workflow. It usually takes time two teams working together for the first time to warm up to the task and establish a level of trust and respect, under Jonathan’s guidance and leadership WANT Branding gain our trust and respect very quickly.

Are there any areas they could improve?

To be honest, not really. I don’t remember a time where I was wishing that things should be moving faster or in a different direction. WANT Branding was able to navigate any difficulties or challenges very elegantly.

Do you have any advice for potential customers?

The biggest challenge is going to be with your internal team, not with WANT Branding. Make sure you align with all decision-makers ahead of time to ensure they’re carving enough time out of their busy schedule to provide the input that’s required from them.   Be ready to move at the speed of WANT Branding and things will probably turn out fine.

Please describe your company and your position there.

I work for a local 501c(3) nonprofit organization, specializing in providing safe affordable housing and intensive life skills to former foster care and homeless youth. I work as the Grants and Community Partnerships Coordinator to facilitate relationships, provide funding solutions, market and communicate our messaging to stakeholders, and increase capacity-building opportunities.

For what projects/services did your company hire WANT Branding?

Over our organization's 13 year history, we have focused on providing the quality programming that shepherds youth to and through the transition from foster care into thriving independence, but our work has undergone key programmatic changes that often aren't reflected in our messaging and communications. We have tasked WANT Branding with helping us refine our messaging & communications to tell the story of our organization how we want it perceived by those outside of our organization.

What were your goals for this project?

Our goals for this project include refining our brand position, creating a concrete brand manifesto, and updating our collateral and marketing materials to reflect this new paradigm. We anticipate using these new parameters to help us frame an updated narrative of the journeys of our youth. This will help us in our fundraising efforts, and how we "sell" the work we do to volunteers, donors, funders, and even aid us in our recruitment efforts when we reach out to potential youth.

How did you select this vendor?

WANT Branding was recommended to us by a current board member. We have previously explored other companies but settled on WANT Branding for their reputation in the community.

Describe the scope of their work in detail.

To date, we have only completed a portion of our work together - namely the brand positioning, but we will continue working closely to bring our vision of a strong brand identity to fruition. We have set up an internal committee that meets frequently to discuss WANT Branding's recommendations, provides feedback and guidance.

Once those have been finalized, I am tasked with re-designing the material internally. Essentially I design our materials based on what is determined by our committee along with WANT Branding's staff input. The final deliverables are currently still being worked on.

What was the team composition?

Our committee is comprised of our staff, board members, and even some of our clients, working intimately with the Managing Director and a Brand Consultant. Our team has changed over time because we have been including additional voices from our staff and client-side, but the WANT Branding team has remained consistent and incredibly helpful in facilitating the discussion.

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

We have finalized the brand positioning, and have been internally discussing our printed materials, which is further than we have gotten on our own as a team. The strength of WANT's team has been helping us refine our vision for what exactly we want.

How effective was the workflow between your team and theirs?

Communication with the WANT team has been great; they are very responsive and do a phenomenal job of communicating the next steps and managing expectations. They are very receptive to each of the varying voices on our team, and they help create a unified dialogue among us all.

What did you find most impressive about this company?

The strength of their portfolio and their innovative approach to their work with other nonprofits are incredible. They were major factors in why we feel so strongly about working with WANT.

Are there any areas for improvement?

No, they did a great job. 

Introduce your business and what you do there.

I'm a director of marketing at a company that produces innovative sanitizing devices.

What challenge were you trying to address with WANT Branding?

We wanted to strongly define our brand and messaging, so we were looking for a company to help us.

What was the scope of their involvement?

First, they spent a lot of time learning all the details about our product and what we were trying to achieve. Then, they started working on our brand definition and brand manifesto. They've also helped us with brand messaging and naming.

What is the team composition?

We mostly work with Jonathan (Managing Director, WANT Branding) and Bob (Strategic Director, WANT Branding).

How did you come to work with WANT Branding?

We liked their portfolio. Also, they understood how to build a successful brand and had experience in the pharmaceutical and health industry, so we chose them.

How much have you invested with them?

We’ve spent under $100,000.

What is the status of this engagement?

We started working with them this year and the relationship is ongoing.

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

We're very happy with the results. Both Jonathan and Bob are very professional and knowledgeable about branding. They know what they need in order to make the project a success and they're persistent in getting it. Also, they're pleasant to work with.

How did WANT Branding perform from a project management standpoint?

They've met all of our deadlines and made sure we stayed on track with the project.

What did you find most impressive about them?

They went above and beyond to gain an in-depth understanding of who we are as a company. That made a huge difference and set the project up for success.

Are there any areas they could improve?

Overall, we are very happy with WANT Branding and will continue to work with them on future projects.

Introduce your business and what you do there.

I’m the former senior manager of product strategy and concept development at Royal Caribbean International.

What challenge were you trying to address with WANT Branding?

We had worked with WANT Branding in the past on several naming projects for new ships and some areas on the ships. We hired them for a project for a ship that was launching in China. 

It was important that the Chinese guests would understand and be able to pronounce the name, and that the name wasn’t offensive in Asia. We also wanted to make sure that the name was powerful enough and well-received within our organization.

What was the scope of their involvement?

We agreed on the budget, and we asked to collaborate on three rounds of creative input. Within that process, WANT Branding provided presentations that included a lot of information regarding the names that were being proposed.

For example, whether the name had a significant meaning or, if it was a name that was built for us, the reasoning behind that. The presentation was shared with senior leadership, and before we went to share the top-selected names, the team helped us create playing cards that had the name.

This allowed us to use them during a conversation rather than just doing a PowerPoint presentation, especially since senior leadership doesn’t have much time to look at a long presentation.

What is the team composition?

We worked primarily with Jonathan (Founder & CEO) and Bruno (Senior Director).

How did you come to work with WANT Branding?

They had been working with our organization for many years. 

How much have you invested with them?

We spent around $300,000–$500,000 across all of the projects they worked on. 

What is the status of this engagement?

They’d been working with the organization for 10 years. Right now, there’s no ongoing work, but that could change in the future. This particular project was three months long, and the work wrapped up at the end of 2018.

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

We were very happy with WANT Branding’s work and professionalism. They were able to take feedback and not take it personally, knowing that it was our brand, and that’s how we wanted to operate.

The team was objective and good at making sure that the final product was the best that they could provide, which is why it was such a good relationship. They understand the science and art behind naming conventions because they’ve done it for so many years.

The process they had to get us to the final approval point was quite smooth. For this particular project, we had them in our meetings with our senior leadership, which allowed them to be the expert voice in the room to appease the subjectivity that occurs when people hear a certain name. 

How did WANT Branding perform from a project management standpoint?

They were incredibly responsive whether it was a phone call or an email. Whenever we needed something, such as new playing cards with the proposed names, they produced them right away.

What did you find most impressive about them?

Their expertise in naming and client roster set them apart. They bring a lot of experience to the table; it’s not just a gut feeling.

Are there any areas they could improve?

No, not that I can think of. They were great to work with. 

Do you have any advice for potential customers?

Be very transparent, even if it seems awkward. Make sure you bring to the table what you want to stay away from based on the industry and the location of the company. This way, when they provide the first round of recommendations, you don’t have to start over.

You have to have good collaboration from the beginning. We provided them with a good brief about why the ship was going to be important for our company. Because of this, we didn't waste time going down a road we didn’t want to go down. 

Introduce your business and what you do there.

When I was working with WANT Branding, I was the VP of Corporate Marketing at Quest Diagnostics. We were a publicly-held healthcare company with about $45 million in revenue.

What challenge were you trying to address with WANT Branding?

We worked with WANT Branding for several projects, starting initially with a new product launch. Their role then evolved over time to include managing the whole brand architecture as we grew our product portfolio.

What was the scope of their involvement? 

WANT Branding helped us maintain our overarching brand architecture as we acquired various brands. Throughout our engagement, we’d acquired about 8–10 brands, which meant that our product portfolio grew into quite a hodgepodge. Their team was responsible for working on those product launches, leading naming projects, and growing our brand architecture.

It was great to work with Jonathan (Founder) and his team because we could give them a one-page brief, and they’d just run with it. They really guided us through the process.

WANT Branding was good at taking in the important parameters of our project, understanding the naming constructs used by our company and competitors, and then screening potential names from a trademark perspective. That way, we never got emotionally attached to a name that wouldn’t be a viable option.

From an organizational point of view, we had to work across over seven business lines, which meant there were lots of internal opinions. Coming up with a name wasn’t the hard part — the hard part was the organizational buy-in around a name or a strategy. Jonathan was a pro in making that process easy.

What is the team composition? 

Most of my contact was with Jonathan and Bruno (Director), but I’d also worked with others on their team.

How did you come to work with WANT Branding?

I found them through my professional network, but I don’t recall the specifics.

How much have you invested with them?

For our portfolio of work, it was around $200,000–$250,000, which I consider very affordable. A single product was close to about $25,000–$30,000.

What is the status of this engagement?

We worked together between 2008–2011, spanning multiple projects. It started out with naming a testing product and grew to the full naming architecture. After I left Quest Diagnostics, WANT Branding continued to work with my former marketing team because they’d impressed them, too.

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

I’ve worked with many partners, agencies, and consulting firms throughout my career, and WANT Branding is the best I’ve ever worked with. One of the hallmarks of a successful naming project is that you’re able to go from start to finish with a trademarkable name in a short period of time, without a lot of rework.

Jonathan and his team were pros at this — it was all super-fast. We could get naming projects done in about three rounds, even within our complex organizational matrix. They’d start with the high-level requirements to align on the strategic emphasis points before getting us to identify what we wanted the name to represent. From there, it was all about getting a broader direction and narrowing down until we reached the voting process and trademark application.

How did WANT Branding perform from a project management standpoint?

They worked really well. I liked that I didn’t have to superficially manage them. If I gave them a one-page brief along with a timeline, they would execute the project while managing themselves and our team. That took a load off of our shoulders because there were a lot of other things that needed to be done.

It was really their ability to manage upward. They would communicate challenges, align on game plans, and let us know if they were having a tough time with the organizational buy-in. 

What did you find most impressive about them?

The thing to highlight is a job well-done that was efficient, effective, and easy. It was just straightforward, and we got quality results. We never got cockamamy suggestions that were off the mark from the brief. Instead, they gave us a good game plan that was within our strike zone without a lot of struggle or effort.

Again, that organizational adoption piece was key. Naming can become emotional very quickly, so they did a great job of bringing us back to the principles so that we could get aligned on the decision-making process.

Are there any areas they could improve?

No, I don’t have any constructive criticism for them. I wouldn’t have re-employed them so many times if I had issues.

Do you have any advice for potential customers?

People don’t always know what they’re getting into when entering a naming project. If it’s your first time, know that you can lean on WANT Branding to help guide you in developing that initial brief together. Having an open dialog about where your starting point is allows them to be in the best possible position to fill in the gaps. That way, you’ll have an effective idea of what you need to do and why, and there’s a higher probability of success.