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.