The Brand Creation Company™

We create brands that demand attention
and that deliver brand performance.

We are a team of experts from branding, strategy, advertising, design &  digital – even, ex-client side people too.

For 30 years we’ve created brands with distinction helping our clients’ brands get an unfair share of attention, competitive advantage, and to grow.

Brand Strategy services offered:

– Brand Naming & Verbal Branding

– Brand Evaluation & Research

– Brand Architecture

– Brand Identity & Packaging

– Brand Messaging

– Brand Definition/Positioning/Values

– Brand Implementation

 
$25,000+
 
$150 - $199 / hr
 
2 - 9
 Founded
1999
Show all +
New York City, NY
headquarters
  • WANT Branding
    110 East 25th Street, 1st Floor
    New York City, NY 10001
    United States
other locations
  • WANT Branding
    2980 McFarlane Road, 2nd Floor
    Miami, FL 33133
    United States
  • WANT Branding
    2619 Stout Street
    Denver, CO 80205
    United States

Portfolio

Key clients: 

Royal Caribbean, GE, Activision, MetLife, Lumber Liquidators, DuPont, LiveNation, AEG, Anheuser-Busch, American Express, Johnson & Johnson, The Rockefeller Foundation, Intuitive Surgical, Kimberly-Clark, HP, StateStreet, Greg Norman, Quest Diagnostics, LifeStorage, Kohls, LexisNexis, and Jose Cuervo.

Reviews

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Naming & Branding for Time Warner Cable

"We sometimes tested WANT's names against others and theirs were always the top."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2009 - 2011
Project summary: 

WANT Branding provided name generation services, working on retainer for a large media company. They worked on multiple rounds of names and presented names in a thoughtful, cohesive and visual manner.

The Reviewer
 
10,000+ Employees
 
New York, New York
Kate Rozen
Sr. Director of Brand Strategy, Time Warner Cable
 
Verified
The Review
Feedback summary: 

Their deliverables were always excellent and of the highest quality, demonstrating their dedication and creativity. They offered a variety of options at all stages and created additional complimentary documents to facilitate the process.

BACKGROUND

Introduce your business and what you do there.

At the time, I was senior director of brand strategy for Time Warner Cable. The company has since been purchased.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We realized that the naming function and some of the branding elements had been done outside of marketing for too long, so we were looking at how we could handle naming going forward. Previous naming projects had been done by the people who came up with the product, feature, or service that was going to launch, and not through marketing. This is how we became involved with WANT Branding. My role was to create, build, and own the branding functionality for the organization during the project.

SOLUTION

What was the scope of their involvement?

They were initially brought in to help us determine if we wanted to do a relaunch and a rebrand for the organization generally, meaning whether we would change the name of “Time Warner Cable” to something else. For various reasons, that project didn’t proceed. However, we were happy and impressed with their work, so decided to put them on retainer for naming in general.

They offered us multiple rounds of names. I think we went through four to five names per month, but we also worked on what we called “naming maps." They always did different rounds for us, as well as initial trademark searches. Following that, they would partner with our own legal team in order to ensure that the proper trademark classes were checked.

What is the team composition?

We worked with different people, mainly under the leadership of Jonathan (CEO and Founder, WANT Branding). He had a hands-on approach and his expertise was extremely helpful to the process at large.

How did you come to work with WANT Branding?

We found a few providers initially. WANT had the right combination of an effective, inspiring leader, in addition to the right price point for us. Their initial presentation for the potential company rebrand was very good. Even though we didn’t do that project, we were sold on them overall.

How much have you invested with them?

The overall cost of the project was around $500,000. We averaged $30,000–$35,000 per month on the retainer, across a couple of years.

What is the status of this engagement?

We started working with them at the end of 2009 and worked with them for the next 2–3 years.

RESULTS & FEEDBACK

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

When we presented the naming maps to our company, a colleague told me it was one of the most impressive conversations he’d had all year. That was a nice metric for the success of the work we’d done. We received feedback from executives about the positive and successful names we came up with.

We took a couple of names created by WANT and used them for brand-new products for the company. For example, the first time the company went into the security space in a big way, they used the name “Intelligent Home”, which came from WANT.

We sometimes tested WANT's names against others and theirs were always the top. The simple fact of keeping a naming agency on retainer for a few years if pretty rare. I would work with WANT again in a second.

How did WANT Branding perform from a project management standpoint?

One of our leaders was a bit quicker to change things around and wanted changes all the time. They responded quickly to that and adjusted timelines effectively. Within the same day or week, we would make changes, but they would handle it very well. We felt that things were well-organized and that WANT was a true partner.

They were very easy to work with and easy to talk to. If someone asked me for a naming agency or a brand identity expert, they would usually be on my shortest list.

What did you find most impressive about them?

The idea of the naming maps for looking at the company at large is what distinguished WANT in my mind. Instead of doing their work in a vacuum, they took the time to set up meetings with the right people, and they encouraged my participation. They were able to do the work in a thorough way, without a lot of back and forth.

Not having a huge staff helped keep the cost down. It allowed us to keep them on for as long as we did. It made us feel like we were getting a lot of value: we received a naming policy manual, naming advisory and development, and other things that added value to the actual name generation. It was unique for me at the time, and since. It helped me create advisory documents when communicating a new name to the company. These are extra, above-and-beyond things that come to my mind, and helped distinguish them from the general services we might have gotten from another provider.

The names themselves also felt as though they hadn’t just been generated by a computer. Many bigger agencies made us feel like the names were computer-generated. I felt that the work with WANT was much more strategic and thorough.

Are there any areas they could improve?

I’m sure that, at the time, I could have mentioned things to work on and improve. In hindsight, it was a great relationship, it was helpful to the organization at large, and we definitely felt that we got our value for money every month. For those reasons, I really can’t think of a negative right now.

5.0
Overall Score Due to their leadership, meticulousness, effectiveness, and the actual names themselves.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    We did some course-correcting and they reacted beautifully each time, though it wasn't easy.
  • 5.0 Cost
    Value / within estimates
    I felt that they were less expensive than other providers, likely because they work more nimbly.
  • 5.0 Quality
    Service & deliverables
    There was a strategic rationale that came with their naming decisions.
  • 5.0 NPS
    Willing to refer
    Years later, and after having worked with other companies, they still rise to the top of my list.

Product Naming for Medical Device Company

“They weren’t afraid to educate us so that we could make better decisions and evaluate their work more effectively.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Nov. 2016 - Dec. 2017
Project summary: 

WANT aided in defining business goals and a brand architecture before building a naming hierarchy strategy. They performed a product inventory to create a historical framework and helped name several products.

The Reviewer
 
1-10 Employees
 
San Francisco, California
Director of Product Branding, Medical Device Company
 
Verified
The Review
Feedback summary: 

Streamlining a once-chaotic process, WANT moved through a tedious inventory process to ensure construction of a successful naming strategy. They worked effectively in a collaborative environment and were open to feedback, all while remaining adaptive to different project management styles.

BACKGROUND

Introduce your business and what you do there.

We are a multi-billion dollars medical device company with products in the minimally invasive surgical space. I’m the director of product branding.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We had a major initiative with a new product that we needed to name.

SOLUTION

What was the scope of their involvement?

We started with defining our business goals and brand architecture before creating a stable framework and strategy to establish the original project scope.

We subsequently engaged with them to help with strategic naming and development of our naming hierarchy for the company. They ended up doing an inventory of all of our product names and creating a framework to understand them. They collaborated with us to develop a new hierarchy and also used the emerging framework to help me name several products simultaneously. We used their international language capabilities to check if our proposed names had issues in different countries.

The first contract was a very specific statement of work around helping us name a product. The second one was a retainer where the scope of work was much more strategic, leading to development of an overall naming hierarchy that informed various individual naming projects. The individual product naming projects were part of the retainer, where the strategic work also included naming a set quota of projects per month.

What is the team composition?

We worked with their founder and CEO as well as a senior director who did a lot of the name and heavy lifting. Celeste (Brand Consultant, WANT Branding) handled the project management.

How did you come to work with WANT Branding?

A consultant we’d been working with on brand strategies recommended them to us.  He said he knew several other naming consultancies, but felt that WANT was more strategic.

How much have you invested with them?

We spent between $180,000–$240,000.

What is the status of this engagement?

We worked together from November 2016 until December 2017.

RESULTS & FEEDBACK

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

They performed an inventory of our existing product names (700-800 names) and organized them into four categories. They were able to make sense of the names we had used the past and propose a naming decision tree to help us make decisions of when and how to create future product names. We ended up using that filter tree to develop a naming hierarchy in conjunction with them that's been pretty successful.

How did WANT Branding perform from a project management standpoint?

Celeste did a good job. I have a pretty strong project management background and found them fairly flexible in adapting their style to ours. It worked well.

What did you find most impressive about them?

They were very willing to work in a deeply collaborative way with us. They weren’t afraid to educate us so that we could make better decisions and evaluate their work more effectively. They were very open to feedback around other strategic considerations they needed to think about. It was a very natural and open type of working model, which I really enjoyed. Consultants can sometimes want a much clearer statement of work to control the scope. Because we worked on a retainer basis, it was much easier for us to act strategically and flex the work to what was important and necessary.

Are there any areas they could improve?

While they were very strategic, I think they could have gone even further in that area. Perhaps we were an unusual client in that regard.

4.5
Overall Score We had certain strategic, high-level demands. They had to get used to it, but they’d be able to match that if we worked together again.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    We have no complaints. They were very responsive to our scheduling needs.
  • 4.0 Cost
    Value / within estimates
    They were a little expensive.
  • 5.0 Quality
    Service & deliverables
    They were tremendously collaborative and really took all input into account. They provided us with great options.
  • 5.0 NPS
    Willing to refer
    They’re definitely on the list of people I would recommend.

Naming Strategy for Design & Production Firm

“They have experience in a variety of industries and a level of subtlety that other agencies lack.”

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

WANT Branding named a product for a design firm. They considered international language nuance and presented descriptive options that could be trademarked.

The Reviewer
 
51-200 Employees
 
Hayward, California
Paul Chapuis
Founder & CEO, OnQ
 
Verified
The Review
Feedback summary: 

The name catches industry attention and garners interviews, placements, and mentions in trade articles. WANT Branding was collaborative and responded well to the internal creative team.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of two companies. OnQ is a retail display company for the tech industry. The second company, June 20, is the company that WANT Branding assisted. June 20 brings rich, interactive content into stores and creates a suite of software/hardware hybrid solutions for the shelf level.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We needed a name for our product. We wanted something descriptive and catchy that could be trademarked.

SOLUTION

What was the scope of their involvement?

We’re a creative company, so we asked them to change their strategy to include our people. They came to us and walked us through the process of coming up with great names. They included us much more than other agencies might. It was a fun project. They’re incredibly good at their job and we learned a little about their process.

In the world of naming, there’s a lot of back and forth. They brought us a list of possible names to choose from. Once we had a shortlist, we needed to make sure our options were available to trademark. Even with a great list, there were little details we hadn’t considered. We ultimately reached our final decision with their help.

What is the team composition?

There were a few members of the team who contributed to logos and follow-ups, but we primarily worked with Jonathan [Managing Director, WANT Branding].

How did you come to work with WANT Branding?

I met Jonathan at a TED conference years ago. When we considered who could help us with our naming initiative, I remembered our interaction and called him up. He came to us with a pitch we could agree on and started workshopping.

How much have you invested with them?

Start to finish, we spent around $30,000.

What is the status of this engagement?

We started working on the project in January 2017. Our engagement lasted three or four months.

RESULTS & FEEDBACK

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

The impact has been marvelous. We’re nearing the end of our funding round and have a lot of the devices in the field. We’ve done a number of tradeshows. Since the name is so catchy, we’ve had interviews, placements, and mentions in a lot of trade articles. The name mattered a lot more than we thought it would.

How did WANT Branding perform from a project management standpoint?

They were terrific across the board. I didn’t realize how complicated the process would be going in and was initially bewildered by the price. I had no idea how much went into a really good name, especially considering international and language nuance.

What did you find most impressive about them?

They’re really gifted. They listen to recommendations and can parse out what will work and why. They’re very collaborative and good at working with our creative team. I was pleased by how well they reacted and responded to us.

Are there any areas they could improve?

There isn’t anything they need to improve. They walked us through the process with a great deal of skill and pizzazz and found us a wonderfully descriptive name we could protect. I don’t have any negatives.

Do you have any advice for potential customers?

They have experience in a variety of industries and a level of subtlety that other agencies lack. They pick names that match the class of trade. Any potential customer should take advantage of that ability.

5.0
Overall Score It was a really good experience.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They did well. We’re in a different time zone, but that never got in the way.
  • 5.0 Cost
    Value / within estimates
    The value is based on how well the name and the company do in the market.
  • 5.0 Quality
    Service & deliverables
    They did what we asked them to and executed the project in a remarkable way.
  • 5.0 NPS
    Willing to refer

Naming for New Coffee Brand

"They have the ideal balance of creativity and practical trademark knowledge."

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

WANT Branding led a naming exercise for a new brand. They researched the target audiences, recorded branding objectives, and presented several rounds of names for feedback. 

The Reviewer
 
501-1000 Employees
 
Philadelphia, Pennsylvania
Christopher Brown
Director of Marketing, RTD Beverage Company
 
Verified
The Review
Feedback summary: 

The name crafted by WANT Branding sparked the team's creativity and served as a starting point for multiple advertising campaigns. Throughout the process, the agency demonstrated their collaborative, client-focused methodology, clear communication style, and thoughtful aptitude for branding.

BACKGROUND

Please describe your company and your position there.

I am the director of marketing for a food and beverage company that is entering the cold brew coffee category with a line of shelf-stable, authentic coffee blends.

OPPORTUNITY / CHALLENGE

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

We needed a name for our new cold brew coffee brand, so we hired WANT Branding to guide our internal marketing and design team through a naming exercise.

What were your goals for this project?

We were building a purpose-driven brand towards discerning young consumers, so we needed a catchy, recognizable brand name that would resonate with that audience.

SOLUTION

How did you select this vendor?

I had a great experience working with Jonathan in the past on a similar project at another company. After discussing the challenge and objectives of the project, Jonathan prepared a proposal that he shared with my team and our senior leadership.

The proposal outlined his team's significant experience, a phased collaborative approach to the project, the duration, and the costs.

After reviewing the proposal, it was clear that WANT Branding was the right partner for us. Our decision was based on their experience and their ability to deliver on budget within a short amount of time.

Describe the scope of their work in detail.

To begin, the WANT Branding team consulted with us to understand the consumer we wanted to attract and the category in which we were competing. They aligned with us on our objectives and determined which types of brand names would be the best fit.

There were two or three rounds of names presented for our consideration and feedback. We started with dozens of options in the first round and ended up with just a handful.

What was the team composition?

Three members of the WANT Branding team were involved, led by Jonathan.

RESULTS & FEEDBACK

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

Working with the WANT Branding team to develop a new brand name was an incredibly valuable exercise. All internal team members and senior leaders gave positive feedback on the approach and results. The name inspired several campaign themes and will help the brand come to life when it launches.

How effective was the workflow between your team and theirs?

WANT Branding took a consultative approach and solicited our actionable feedback about the options presented to us during each phase. Because the process was clearly defined in the beginning, the flow was very smooth from beginning to end.

What did you find most impressive about this company?

WANT Branding clearly has expertise in brand naming across many categories. They have the ideal balance of creativity and practical trademark knowledge.

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

Product Naming for CPG International Company

“[He] was able to be the salesperson, the subject matter expert, and the delivery person on the project.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
2014 - 2016
Project summary: 

WANT Branding led a workshop, advised, and facilitated a group discussion to develop a product name. After investigating and presenting their findings, they guided the group to their collaborative selection.

The Reviewer
 
10,000+ Employees
 
Atlanta, Georgia
Barry Markwick
Former Senior Design Manager, Kimberly-Clark
 
Verified
The Review
Feedback summary: 

The product is now on the market and has been well-received, garnering good feedback. WANT Branding worked well with the group to listen and inform, collectively shaping a unanimous decision. Jonathan exceeded expectations with charismatic leadership and deep expertise in his field.

BACKGROUND

Introduce your business and what you do there.

I was formerly the senior design manager for Kimberly-Clark Professional, a CPG international company. I was responsible for a lot of the creative work both internally and with external vendors and agencies to help us on a number of strategic initiatives.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were developing a new suite of product in an area that was new to us. We were looking for someone to help us come up with naming conventions, understanding a good fit with regard to brand positioning.

SOLUTION

What was the scope of their involvement?

It was a very collaborative process. We were working with another agency on a larger piece of the project, and they brought WANT Branding in as their partner. WANT Branding conducted a fact-finding discussion with the other agency, put together a proposal, and then did the work. They held a workshop where we worked through the background of the project. They also brought a point of view to the table around naming and best practices as well as thought leadership on where they believed that we should go and what we should do. Then, they worked on it for a couple of weeks and checked back with us at various gates in the project.

When we had narrowed it down to a couple of directions, they brought in the services of a visual designer who brought these names to life and showed them in various real-life situations, whether it was at a tradeshow booth or literature on a website, to give us a flavor of how that name might live and exist in the real world.

They also advised us about names which may be problematic in different languages in terms of translation and also different cultural meanings globally.

What is the team composition?

We worked with Jonathan (Managing Director, WANT Branding).

How did you come to work with WANT Branding?

We were initially connected by another agency who had brought them in as a partner.

How much have you invested in them?

We spent around $30,000.

What is the status of this engagement?

We worked with them from the spring of 2014 until 2016.

RESULTS & FEEDBACK

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

The product came onto the market last year and has been well-received. Feedback was very positive.

It was a very collaborative and iterative process to come up with the final selection. It was a very thoughtful project. It wasn’t a case of them going away and coming back at the end with a name they thought we should move on with. Most, if not everybody, was on board with the name when it came out. There was a lot of agreement and consistency.

How did WANT Branding perform from a project management standpoint?

They did great. They were a great vendor, and Jonathan is a great relationship builder. He is also a great workshop leader, presenter, and facilitator. We were very happy to work with him directly. I’ve looked for other opportunities to collaborate with him because I enjoyed that experience.

What did you find most impressive about them?

The personal touch and the deep knowledge that Jonathan has in this space was impressive. I felt very comfortable working with him and the rest of the team did as well. He brought a lot of great qualities to the table and was able to be the salesperson, the subject matter expert, and the delivery person on the project as well.

Are there any areas they could improve?

I would be interested in knowing if they have more skills to provide. If they were to try and grow their business by having a broader set of skills to offer, it might be advantageous.

5.0
Overall Score I still think fondly of the project even though it was a couple of years ago. I would like to have future opportunities to collaborate with them.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    There were no issues. They accomplished every task we asked of them.
  • 4.5 Cost
    Value / within estimates
    We didn't put it out to competitive bid, so I don't have a lot of comparisons. For the work they put in and what we got out, it was probably fair.
  • 5.0 Quality
    Service & deliverables
    They delivered everything that was expected of them and we even had a couple of extra revisions. I was more than pleased with the end result.
  • 5.0 NPS
    Willing to refer
    I would recommend WANT Branding. I enjoyed working with them.

Naming & Rebranding for Bank Merger

"They are truly customer-focused. They play within the rules that are dictated by the circumstance."

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

During a three-stage development process, WANT Branding ideated and presented multiple names and branding briefs for a merger. 

The Reviewer
 
1-10 Employees
 
Ridgewood, New Jersey
Monique de Maio
Founder & CMO, onDemand CMO Inc.
 
Verified
The Review
Feedback summary: 

Ideation produced 65 possible names, six branding directions, and a wealth of valuable marketing insights. WANT Branding was equally adept at working alongside the agency and giving professional presentations to the client. Their constant availability and adaptive structure were also helpful.  

BACKGROUND

Please describe your company and your position there.

I am Monique de Maio, founder & CEO of onDemandCMO, which is a full-service marketing, communications, and consulting firm.

OPPORTUNITY / CHALLENGE

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

We needed help ideating and presenting new names and brandings for a bank that had just acquired another bank and was renaming itself.

What were your goals for this project?

To ideate and create a new name for the bank.

SOLUTION

How did you select this vendor?

I have worked with Jonathan Bell, the founder of WANT Branding, several times when our clients needed name generation and branding. I have always trusted him and enjoyed working with him.

Describe the scope of their work in detail.

They ideated and presented three rounds of naming possibilities for the bank.

What was the team composition?

My team was my partner and myself. WANT Branding's team was composed of Jonathan and his associate Bruno Benedini, supported by Celeste Guerra.

RESULTS & FEEDBACK

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

Their work produced a total of over 65 naming possibilities, six different naming approaches, and a genuinely unique approach to the banking environment.

How effective was the workflow between your team and theirs?

It was excellent. The WANT team was available through video and audio calls as needed. We managed the bulk of the client meetings, interface, and presentations.

What did you find most impressive about this company?

They are truly customer-focused. They play within the rules that are dictated by the circumstance. They also work well with both their agency partners and their clients, if there is one, which was the case in all my experiences.

Are there any areas for improvement?

There is nothing I can think of. I loved working with them.

5.0
Overall Score A very good choice for anything related to naming or branding.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    No problems whatsoever.
  • 5.0 Cost
    Value / within estimates
    Market priced and value driven, with a great ROI.
  • 5.0 Quality
    Service & deliverables
    They were professional from beginning to end.
  • 5.0 NPS
    Willing to refer
    I would, and have, referred them without hesitation.

Renaming for Email-Based Payment Platform

"They're a five-star company, through and through."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Oct. 2017 - Jan. 2018
Project summary: 

WANT Branding guided the renaming process for a growing business. They conducted extensive research to provide an underlying rationale for any suggestions.

The Reviewer
 
11-50 Employees
 
New York, New York
Patrick Killoran
Creative Director, Snowball
 
Verified
The Review
Feedback summary: 

WANT Branding’s expertise provided a smooth creative process, instilling confidence in the end result. Their proactive team took charge, keeping the project on schedule to accommodate a strict timeline. They maintained a flexible scope at a competitive price.

BACKGROUND

Introduce your business and what you do there.

I'm a creative director with Snowball. We’re an email-based payment platform that assists with fundraising efforts.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

Our existing company name, @Pay, was chosen as a broad solution as we determined what direction our company would take. Having solidified our focus on donations and fundraising, we wanted a new name to better reflect our brand. We had a strict deadline, and also needed to consider the possibility that our company could split into separate entities, each requiring a different, unique name.

SOLUTION

What was the scope of their involvement?

They began by conducting in-depth interviews with all of our stakeholders. In this way, they learned our priorities but also used the opportunity to educate our stakeholders on the naming process, as they would be the ones to make the final decision.

They then conducted extensive research on our competitors. Finally, they created a roadmap to walk us through the creative process, ensuring we saw the rationale behind each naming suggestion.

While their primary focus was on renaming, they also worked on logo development.

What is the team composition?

We worked directly with the founder, Jonathan Bell, as well as Bruno Benedini (Senior Director, WANT Branding) and Celeste Guerra (Brand Consultant, WANT Branding). They were all present for every phone call.

How did you come to work with WANT Branding?

Our CEO did research online and contacted Jonathan to have an open conversation about our goals. They seemed willing to adapt to our unique needs. While the naming process can normally take months, we had a relatively short timeline. We also needed an agency willing to provide names for multiple businesses based on a single renaming process. WANT was open to these challenges.

How much have you invested with them?

Around $25,000.

What is the status of this engagement?

We worked together between October 2017–January 2018.

RESULTS & FEEDBACK

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

We conducted our company’s original naming process ourselves and found it to be a daunting, drawn-out experience. While we haven’t yet launched our new brand, WANT Branding provided an effective methodology that gave us clarity in the end result.

How did WANT Branding perform from a project management standpoint?

They did an excellent job of taking the lead and making sure the project stayed on schedule. Because our stakeholders aren’t gathered in a central location, WANT’s team also organized a number of phone calls to coordinate the project.

What did you find most impressive about them?

Creative projects can be challenging, especially when dealing with a topic as important as a company name. An agency has to put in the work, but they also have to manage an organization’s expectations. If you’ve only worked with vendors like WANT Branding, you may not realize how difficult this can be. They get things done in a timely manner while also instilling confidence in the end result.

Are there any areas they could improve?

No, we were very pleased with the process.

5.0
Overall Score They're a five-star company, through and through.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They took lead on the project and kept us organized.
  • 5.0 Cost
    Value / within estimates
    They offered a greater value than their competitors.
  • 5.0 Quality
    Service & deliverables
    They provided creative results under a strict timeline.
  • 5.0 NPS
    Willing to refer
    I would definitely recommend them.

Branding & Naming for Financial Tech Company

"They live and breathe this stuff, and they enjoy it, which makes working with them much more enjoyable."

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
4.5
The Project
 
$50,000 to $199,999
 
July 2016 - Jan. 2017
Project summary: 

Looking to have a more cohesive suite of products, the client partnered with WANT Branding to manage the naming process, beginning with a discovery audit and brand strategy phase.

The Reviewer
 
10,000+ Employees
 
Toronto, Ontario
Marketing Lead, Financial Tech Company
 
Verified
The Review
Feedback summary: 

Passionate about their work, WANT Branding goes the extra mile with their clients, proactively offering ideas and suggestions to ensure they deliver quality results. They are responsive and accommodating to shifting schedules.

BACKGROUND

Introduce your business and what you do there.

We are a leading financial technology company specializing in lending, payments, and financial solutions technologies for banks across North America and in various countries around the world. I am a marketing lead for the new lending products that we develop internally.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We had a product naming challenge that had evolved over roughly a ten-year period. We had acquired a variety of businesses and products during that period of time, and we didn’t have a cohesive product naming convention. We wanted to streamline and consolidate the product naming conventions of all our products. We were looking for a partner who could help us in that effort and also help with the actual naming of the solutions to make them stand out in the market.

SOLUTION

What was the scope of their involvement?

WANT Branding had a very thorough process and a clear methodology for how they approach product naming. They had worked with another division within our company on product naming and they applied the same approach to our project. They took the time to understand our challenges and the context in which they were operating. They interviewed 15–20 of our executives to learn more about the company, the products, and how the products were perceived in the market, to ensure that no brand equity was lost in the renaming.

After the due diligence phase, they came back with a variety of product naming options and presented them in a clear and rational way, providing insight as to the meaning behind the different names. They gave background to help us understand the significance of each of the ideas. They were very helpful and accommodating when we would push back on some of the product names put forward. They would bring us new ideas depending on the direction we gave.

Their original mandate expanded over time. We expanded the scope from just an initial naming audit and strategy recommendation to helping with some of the branding and brand guideline elements related to the new brand.

How did you come to work with WANT Branding?

WANT had been working with another division within our company. There has been a concerted effort to consolidate and streamline our product naming conventions across the company, so it made sense for us to work with the same agency. We interviewed WANT along with a few different agencies. In the end, we went with WANT.

They came to us with a three-phase approach, with timelines for each phase. The first was a discovery audit, analysis, and brand strategy phase, which took about a month. They conducted phone interviews, did research on the industry, and analyzed the ways our competitors were structuring their products and solutions. Then, they came back to us with a comprehensive report that served as the foundation for the subsequent work of naming our new solution.

Another three weeks was spent coming up with various names and naming convention ideas. Then, they also worked on one specific solution that was brand new to our company. They worked on coming up with a name that fit into the overall solution architecture that was simultaneously being developed.

Around the September-October timeframe is when they presented their final recommendation on the product naming strategy for the company. WANT is known for their naming blueprint, which is a proprietary approach for outlining and guiding name development for products or solutions. They presented that early on in our discussions, and it was one thing that differentiated them from other brand agencies.

How much have you invested with WANT Branding?

Our investment was in the high five-figure range, with a few smaller engagements in the months to follow.

What is the status of this engagement?

We started working together in July of 2016, and the project was completed in January of 2017.

RESULTS & FEEDBACK

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

Prior to the brand launch in early 2017, we did quantitative and qualitative research with our existing customers to test if the new brand architecture resonated with them, if it was clear, and if they cared. Overall, the response to the new brand architecture was positive. We found that many of our clients didn’t know the parent company who actually created the product they were using. Now, many are seeing the true breadth and depth of our solutions for the first time across the entire company, not just the one product they use. Feedback has been very positive, and we are very happy with the work that WANT Branding has done.

How did WANT Branding perform from a project management standpoint?

They were very responsive, courteous, and accommodating of our schedules and time. They were enthusiastic, often proactively suggesting new ideas or forwarding articles they had seen on what competitors are doing.

What did you find most impressive about WANT Branding?

WANT is truly passionate about what they do. They live and breathe this stuff, and they enjoy it, which makes working with them much more enjoyable. We’ve grown the relationship to be more than just a traditional supplier relationship. We worked very closely for nine months, and many times I felt that they were part of our team internally. When the project came to an end, it was almost like we were losing a few of our own.

4.5
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 4.5 NPS
    Willing to refer

Branding & Naming for Hospitality and Travel Company

"WANT Branding's team is professional and so easy and lovely to work with."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
2011 - Mar. 2016
Project summary: 

Having had such a good experience working with WANT Branding at a prior company, the client recruited WANT to lead the naming and branding processes for their current company, a luxury travel agency.

The Reviewer
 
5001-10,000 Employees
 
Greenwood Village, Colorado
Betsy O'Rourke
CMO, Xanterra
 
Verified
The Review
Feedback summary: 

WANT Branding has no shortage of good ideas. They consistently deliver excellent work, leading them to be repeatedly hired by this client for multiple projects, past and future.

BACKGROUND

Introduce your business and what you do there.

I'm the CMO of Xanterra Parks & Resorts, a diverse global hospitality and travel company. We own five tour operators, Windstar Cruises, the Grand Canyon Railway, and multiple resorts. We’re also the largest concessionaire of national parks.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We hired WANT Branding to help us come up with a new brand that would represent luxury travel in a customized way. Our idea was to put specialized, one of a kind trips across our portfolio that only we could deliver because of the diversity of our portfolio and holdings. We had designed these special itineraries, and we wanted to come up with a new brand name to capture that collection.

SOLUTION

What was the scope of their involvement?

We started with a project brief, and WANT Branding expanded upon that and did an in-depth interview to make sure they understood what everybody was looking for. In this case, we were looking for them to name a new product, and they wanted to make sure that all of the key constituents who would be in the decision-making process were in agreement on what the name needed to represent.

How did you come to work with WANT Branding?

The person who was in charge of research on my team at Royal Caribbean found WANT Branding when I was working there. They were one of the several folks that we looked at. We enjoyed their approach and their leadership team, so we hired them. They did a tremendous job for us at Royal Caribbean in naming ships, ship classes, and several new and unusual spaces. When I came to Xanterra, and I had this opportunity, WANT Branding were the first people who came to mind

What is the status of this engagement?

My Xanterra project with WANT Branding ended about a year ago around March 2016. I probably started working with them in 2011 at Royal Caribbean. Everything I've ever done with them is done on a project basis. They’re not on a retainer because we don't necessarily have that need.

RESULTS & FEEDBACK

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

I think WANT Branding does great work. They don't give you just one answer, which is one of the things I love about them. They come in, give you a lot of different ideas — every one of which has legs — and then you narrow them down and ask yourself, “OK, is this what I need? Is this what I want?” Their process is fantastic, in my view, but it’s a hard thing to measure. We ultimately decide which one of their suggestions to use, and there’s no way of knowing whether we would have had a better result if we had chosen something different. But we’ve been incredibly pleased with their work, which is why I keep going back whenever I can and whenever I have a project that’s appropriate.

How did WANT Branding perform from a project management standpoint?

WANT Branding does an excellent job from a project management standpoint. They’re good at keeping to their timelines, delivering when they say they will, and keeping you informed. There are discussion notes after every meeting, and they’re thorough, timely, and totally reliable.

What did you find most impressive about WANT Branding?

WANT Branding's team is professional and so easy and lovely to work with.

Are there any areas WANT Branding could improve?

I don't think there are any areas WANT Branding could improve. I think they’re terrific, and I’m a big fan.

5.0
Overall Score WANT Branding is professional, reliable, and pleasurable to work with. They do excellent work, the process is enjoyable, and you get a great outcome.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    WANT Branding is reliable. They set up a project plan at the beginning, and then there are deliverables at each touch point, and they make those dates work.
  • 5.0 Cost
    Value / within estimates
    I think WANT Branding is worth every penny, so I would give them a perfect score because they deliver what I need, and what they deliver is terrific.
  • 5.0 Quality
    Service & deliverables
    WANT Branding always delivers, and they’ve always exceeded my expectations. Their thinking is really innovative, and they give ideas along threads that we might not have considered.
  • 5.0 NPS
    Willing to refer
    I have already recommended WANT Branding. They’re a go-to firm for me.

Brand Name Development for Brewery

"WANT Branding knows what they are doing and is very responsive."

 

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

WANT Branding reviewed and developed names for a new brand, including research for registration of potential brand names.

The Reviewer
 
11-50 Employees
 
Miami, Florida
Max-Antonio Burger
President & CEO, Veza Sur Brewing Co.
 
Verified
The Review
Feedback summary: 

The final name clearly and compellingly describes the new brand. WANT Branding responded quickly to requests, readily accepted feedback, and offered thoughtful solutions. Their blend of industry expertise and customer-centric approach made the process enjoyable.

BACKGROUND

Please describe your company and your position there.

I’m the president and CEO of Veza Sur Brewing Company.

OPPORTUNITY / CHALLENGE

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

We hired them for brand name development, including preliminary IP review for registration of the final brand name. 

What were your goals for this project?

Our goal was to develop a name for a new brand.

SOLUTION

How did you select this vendor?

They were recommended to us. We reviewed multiple potential vendors, including WANT Branding, against each other based on the same brief. 

Describe the scope of their work in detail.

Over multiple review rounds, they developed brand names based on a specific brief and target audience.

What was the team composition?

We worked with two people from the WANT Branding team on the project.

RESULTS & FEEDBACK

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

At the end of the day, we liked the final name that we settled on. We weren’t sure at first, but the WANT Branding Team told us that names tend to grow on you. Now that we are operating, we see that they were absolutely right.
How effective was the workflow between your team and theirs?

What did you find most impressive about this company?

We had regular name reviews and check-ins to provide feedback and ensure that their direction was following the brief.

What did you find most impressive about this company?

WANT Branding knows what they are doing and is very responsive. They listen carefully and take your feedback into consideration, while also offering their expertise.

Are there any areas for improvement?

I can’t think of anything. I would use them again. It was great working with them.

5.0
Overall Score I would use them again!
  • 5.0 Scheduling
    ON TIME / DEADLINES
    The team was very flexible, worked at our pace, and turned around ideas on a weekly basis.
  • 5.0 Cost
    Value / within estimates
    The cost was fair, given the expectation that we would register the brand, and their IP reviews were well done.
  • 5.0 Quality
    Service & deliverables
    It absolutely met our expectations.
  • 5.0 NPS
    Willing to refer
    I would definitely use them again and would refer them to anyone looking for help with developing a brand name they can own, register, and use.