WANT

BACKGROUND

Introduce your business and what you do there.

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

OPPORTUNITY / CHALLENGE

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.

SOLUTION

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.

RESULTS & FEEDBACK

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. 

BACKGROUND

Please describe your company and your position there.

I was the former SVP of Marketing and Advertising at MGM Resorts.

OPPORTUNITY / CHALLENGE

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

n 2009 we were seeking to rebrand MGM both to external customers and internal employees and stakeholders. MGM had just emerged from the 2008 recession and was seeking to create a brand strategy that could both reposition the business as well determine how top optimize the role of the corporate brand across MGM’s portfolio of properties.

We needed outside partners hat could help us determine how to leverage the corporate brand at the property level. Should we simply endorse each property with ‘An MGM Property’? or create some kind of visual/logo linkage or something else? Various strategies were considered and the recommendation was to allow properties to retain their existing brands and instead leverage a new rewards program that would connect all MGM properties, F&B and entertainment assets.

WANT branding created various ideas over several rounds of development. The final name ‘MLife’ was selected not only for it’s subtle link back to MGM, but also because of the new brand positioning ‘Life’s Moments’. There was a desire to think about a subtle name change from our name at the time – MGM-Mirage – to something broader and less specific.

The problem with MGM-Mirage was that many customers and investors thought the business only had two properties – MGM Grand and The Mirage but these were just two of many properties MGM owned on the strip.

What were your goals for this project?

There was a desire to think about a subtle name change from our name at the time – MGM-Mirage – to something broader and less specific. The problem with MGM-Mirage was that many customers and investors thought the business only had two properties – MGM Grand and The Mirage but these were just two of many properties MGM owned on the strip.

SOLUTION

How did you select this vendor?

They had a strong track record of naming and branding with senior executives at MGM and had named various elements and innovations including Wet Republic and Aria.

Describe the scope of their work in detail.

Jonathan and his team was part of a cross agency rebrand, which included MGM’s ad agency, other consultants and a brand research team as well. Jonathan was an integral part of the team working with marketing leadership and ultimately in final meetings with MGM’s CEO.

What was the team composition?

We worked primarily with Jonathan Bell (CEO) and Bruno Benedini (Senior Director).

RESULTS & FEEDBACK

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

Jonathan did a great job integrating himself into the cross-agency team on the rebranding and was always quick to engage in meetings and share his experience in naming and branding

How effective was the workflow between your team and theirs?

We had a great flow between the teams.

What did you find most impressive about this company?

They quickly immersed themselves in the business and asked great questions to get smart enough so they could deliver the branding and naming solutions we’d tasked them to do. They are super creative and very process-driven.

They have a strong presence in meetings to provide the right amount of guidance but also know when to sit back and listen and respect when we need to discuss and ideate ourselves. We like the work they did that we asked WANT Branding to help us on a a new naming project when I when I joined Two Roads Hospitality after MGM.

Are there any areas for improvement?

I would recommended them – not just creative when it comes to naming but also very thoughtful and strategic.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of marketing at a company that works in the credentialing market and talent management assessment industries. We began a new career services business line with an acquisition last year. We provide online education services.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We hired them to do a naming and branding exercise for our new career services business line.

SOLUTION

What was the scope of their involvement?

WANT Branding did a lot of discovery for everything and worked through a lot of documents that we already had. The team also did executive interviews to understand the vision. Afterward, they strategized and came back with name options. 

We gave them flexibility throughout the process. Once we picked the name, we went into the logo design and URL adventure to figure out what would work. WANT Branding then did the visual identity after the logo was defined and finalized. 

What is the team composition?

I communicate with three teammates specifically. 

What is the status of this engagement?

The project lasted from November 2019–April 2020.

RESULTS & FEEDBACK

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

WANT Branding was very excited about the project and understood what it stood for. We haven’t fully launched the brand, but we have a press release going out soon. 

How did WANT Branding perform from a project management standpoint?

The team was really on top of things. They always followed up. When we were trying to figure out the URL, the team motivated us and offered to help us in any way. I was hoping for a March 2020 finish date, but the URL content took a long time. They were very proactive.

What did you find most impressive about them?

Their willingness to listen and understand was a highlight. There were a lot of things that we were still formulating when we started the project because the line of business was very complex in terms of its industries and audience.

They listened well and came up with something that addressed what we wanted and what we needed. WANT Branding was able to read into it and understand beyond the basic message. 

Are there any areas they could improve?

Nothing comes to mind right away. The team was more proactive towards the end of the project and kind of shy in the beginning when they had to do the executive interviews, which was normal. They just needed time to get into their cadence. Other than that, I was pleased with their work. 

Do you have any advice for potential customers?

Empower and motivate them to do what they do best.

BACKGROUND

Introduce your business and what you do there.

I’m the former CEO of Last Exit.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

Our client needed some rebranding done.

SOLUTION

What was the scope of their involvement?

WANT Branding supported us in the naming aspect of the rebranding process. They helped in naming the company, the device, and the technology that defines the device. They were integrated into our team to work as partners through the process.

What is the team composition?

Jonathan (Founder) was the main point of contact. There were also three teammates actively involved in the project, with more working behind the scenes. 

How did you come to work with WANT Branding?

I worked with Jonathan years ago.

How much have you invested with them?

We spent $35,000–$40,000 for the naming aspect of the project.

What is the status of this engagement?

We worked together from January 2000–April 2010.

RESULTS & FEEDBACK

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

It was very successful. The client was positively overwhelmed by the entire thing. They came back numerous times over the following years to work with us and WANT Branding again. 

The device became a household name and spread like wildfire through word of mouth. The name really stuck. The device was even used by the British Olympic team in the London Olympics. 

How did WANT Branding perform from a project management standpoint?

They did a great job of integrating into our team. They were easy to work with, affable, and very skilled, and there was nobody else I would’ve rather worked with on this type of project. 

What did you find most impressive about them?

WANT Branding worked rigorously, leaving no stone unturned in the process. In turn, they were able to bring a high level of insight, creating countless “aha” moments. The team made it easy to work together, even though they were a remote team.

Are there any areas they could improve?

No, not that I can think of.

Do you have any advice for potential customers?

Trust the process. Don’t argue the price; they’re high value and worth it.

BACKGROUND

Introduce your business and what you do there.

I’m the president and founder of Troika Design Group, a brand consultancy and creative agency. We work with a lot of global and national media brands.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We needed branding support.

SOLUTION

What was the scope of their involvement?

We worked with Jonathan (Founder) and his team a couple of times. Both times, WANT Branding supported us in larger branding exercises. The first time we worked with them was for a full brand positioning exercise for a regional TV network. 

They were involved in workshops with multiple stakeholders, as well as planning and navigating. Jonathan helped facilitate that whole piece of it. Then we did a whole brand creative exercise.

We do a lot of workshops but we needed someone to come in and help us execute on that. He essentially led the brand positioning exercise. The more recent project was a naming assignment for a new brand launch. 

It’s a large entertainment company that is creating a new brand in the TV sports space. We’re helping them eventually launch this new brand. The first step was the naming, and there was also a logo design that we did. 

What is the team composition?

Jonathan is my main point of contact.

How did you come to work with WANT Branding?

A colleague who had worked with Jonathan in the past introduced us, and we hit it off right away. We always look for opportunities to incorporate them when it makes sense.

How much have you invested with them?

We’ve spent $75,000.

What is the status of this engagement?

We started working together in July 2018, and our engagement is ongoing. We completed the TV sports project with them in January 2020.

RESULTS & FEEDBACK

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

WANT Branding has been very helpful to us and the client. I like how seamlessly they’re able to integrate with our team. We’re built to do a lot of these things and everyone has different methodologies and processes. 

We’ve been able to work really collaboratively with them. The team is very nimble and brings a ton of expertise. We like Jonathan to lead where he can, and he’s been really great at working within our system. Additionally, we’ve gotten great feedback from our clients.

How did WANT Branding perform from a project management standpoint?

Their project management is good. It’s a very organic, personalized style. They’re a small organization so they use a lot of verbal methods. WANT Branding is helpful when it comes to setting ideas up, and they’re strategic in thinking about how to navigate through the creative process. 

We communicate via email and phone calls, and we also have in-person meetings. The team plans meetings with us a day in advance to prepare how we can all work together most successfully. Jonathan is very personable and isn’t rigid.

What did you find most impressive about them?

WANT Branding focuses on navigating the naming process. That’s where their expertise lies. Jonathan is a really nice person who wants to be helpful. He’s super accommodating, collaborative, and a pleasure to work with.

Are there any areas they could improve?

No, I have no suggestions. They know what they’re doing.

Do you have any advice for potential customers?

Trust their expertise.

BACKGROUND

Introduce your business and what you do there.

I work for a government contractor systems integrator. I’m the director of our acquisition innovation center.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We brought in WANT Branding to develop the name of a project we were working on.

SOLUTION

What was the scope of their involvement?

We gave them background on what we were looking for in a name. From there, we had a preliminary conversation with us. Then we did two rounds of presentations in which they went through various name options and the reasons behind them. Each round had about 30 different options.

We were looking for something innovative, fresh, and cutting-edge look and feel. We wanted something unrelated to our company, so we needed their fresh perspective.

What is the team composition?

We worked with three people and Jonathan was our main point of contact.

How did you come to work with WANT Branding?

It was a referral from another project. We worked with them through another company. They completed things really quickly, so we contacted them and went through the process quickly.

How much have you invested with them?

We’ve spent $24,000.

What is the status of this engagement?

The project lasted for two weeks in May 2020. We’re looking into an ongoing partnership with them.

RESULTS & FEEDBACK

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

The biggest thing for us was the speed; we really needed a quick turnaround. I was impressed with their ability to get us the first round of naming options. We actually ended up selecting a name from the first round. There were several good naming options, which I was very pleased with.

How did WANT Branding perform from a project management standpoint?

They were very responsive and proactive. Things were turned around very quickly. Jonathan communicated with me behind the scenes, and then they were able to present to my team.  

What did you find most impressive about them?

Their creativity was really great. They figured out exactly what we were looking for. They listened to what I wanted, and that’s what made this partnership so successful. We basically got the results we needed in the first go-around.

Are there any areas they could improve?

I don’t have anything.

Do you have any advice for potential customers?

Be very clear about what you want, and they will deliver.

BACKGROUND

Introduce your business and what you do there.

I’m a partner at a global branding agency with offices in New York City, Toronto, Dubai, and Mexico. We have about 125 people globally.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were looking for a naming partner to collaborate with us on a project. 

SOLUTION

What was the scope of their involvement?

The initial project went well, so we’ve used WANT for their naming expertise on four different projects, including one industrial spinoff, one financial services, and two health tech brands.

WANT Branding led the naming portions of larger branding engagements. Their scope included competitive intelligence on category names, generating names, joining us for in-person and phone meetings, leading the naming sessions, helping the clients feel comfortable with the names, working with legal to ensure the names were available, and helping the client in the end go through the trademark process.

What is the team composition?

We worked with 3–4 people, primarily Jonathan (Founder) but also Bruno (Senior Director) and John (Brand Analyst).

How did you come to work with WANT Branding?

We were introduced to them by a member of my team who had worked with Jonathan in the past. Even though we do some naming at MBLM, we had a client that was really looking for expertise, so we brought WANT on. It worked very seamlessly, so we’ve continued to work with them.

How much have you invested with them?

I’d say about $100,000–$120,000.

What is the status of this engagement?

Our work together began in the spring or summer of 2016, and it’s ongoing. We probably average one project a year. 

RESULTS & FEEDBACK

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

They were successful in aligning complex client organizations on a single name, which is sometimes very challenging. From our end, they were successful in the tasks that we gave them, which weren’t particularly easy. 

We hired WANT as an extension of our team. We measured their success by the fact that the client was satisfied with the work, as well as their ability to answer the client’s questions and revise as needed, come up with thoughtful and strategic names, and then deliver one that was available. If none of the names the client liked ended up being available or able to be trademarked, I would’ve considered it less successful, but we’ve always had a positive outcome.

How did WANT Branding perform from a project management standpoint?

They were comfortable using whatever tools we had, whether that was Slack or Teams at the time. They were also very reachable by email or phone, which was probably more standard 4–5 years ago. A lot of our sessions were remote because of client locations, but we’ve also done things in-person. I’ve found the coordination easy; they’re prompt, reliable, and available.

What did you find most impressive about them?

They’re really subject matter experts in the naming field. We’ve used Jonathan in pitches, and he’s very charismatic and provides a lot of confidence. On the naming front, they’re probably one of the best that I’ve worked with.

Are there any areas they could improve?

Not from my end. They always over-delivered, so I wouldn’t say there’s anything they could improve on.

Any advice for potential customers?

Ask all of the questions that you want. They’re very well-versed and willing to immerse themselves in industries they may not know about. They also have a lot of industry expertise across different categories. They’re smart and thoughtful, and I’d definitely use them in terms of presenting; they have a lot of presence and charisma. If you’re looking for a naming consultant to bolster a team or a client engagement, they’re definitely up to the task.

BACKGROUND

Introduce your business and what you do there.

I’m the senior VP for sales and marketing for C.J. Foods, now known as Alphia. My role is to oversee our entire commercial division, from sales to marketing and anything that’s consumer-facing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were trying to bring together three companies under one brand. We needed it to be a quick process, but also one that really tied each company’s heritage and legacy together; the companies had been around for anywhere between 35–50 years. We wanted to ensure that all of those things were incorporated into a modern, consumer-facing brand that reflected our go-to-market approach.

SOLUTION

What was the scope of their involvement?

WANT Branding did full market research in tandem with us. They really listened and heard what our challenges were, and they were down-to-earth in their approach. They did 18–20 internal stakeholder interviews, working from a blank slate to articulate what it is that makes us special. 

Their team worked to identify, in a clear and concise way, that special magic that makes us what is now known as Alphia. They designed the entire brand proposition, from brand building blocks to our tagline and the branding itself. 

What is the team composition?

We worked with three primary people: Jonathan (Founder), Bruno (Senior Director), and John (Brand Analyst). There might have been a couple of other folks working on our project, but those three were our primary points of contact.

How did you come to work with WANT Branding?

I found them online and really liked the way that they represented themselves. We talked to around 6–7 different companies, but it was clear that WANT Branding just got us. They understood what we were looking for from day one. 

How much have you invested with them?

We spent a little less than $200,000.

What is the status of this engagement?

Our work together was from February–May 2020.

RESULTS & FEEDBACK

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

We just launched the Alphia brand about a week-and-a-half ago. A lot of people knew what we were doing in terms of the new name and mission, but based on the unbelievable response we’ve seen from our customers, internal employees and stakeholders, and the investment community, it’s clear that WANT Branding just hit the nail on the head. We felt that they did everything right, and the response has validated that. They’ve really articulated who we are and who we look to be in a way that I don’t think we could’ve done with any other branding company.

How did WANT Branding perform from a project management standpoint?

Unlike other clients who come in with a brief and lots of structure around the project, we didn’t provide many guidelines. They were really adaptable and responsive; they listened to what important to us and then articulated that in a way that brought the brand to life. They understood what the deliverables were. The team was able to run at a pace and keep me accountable to running at that pace.

What did you find most impressive about them?

They not only gave meaning to a logo and name, but also gave meaning that really helps to bring to life the story of this company. 

Are there any areas they could improve?

We had a really great experience, so no; they just got us. I’d recommend them to anyone. 

Any advice for potential customers?

Be really open to what they push you to consider as a company. They pushed us in a few really good ways. I’d also recommend listening to the feedback that your employees and internal stakeholders provide; that was really insightful to me and helped form what we thought our employees would want.

BACKGROUND

Please describe your company and your position there.

I am the CEO of Roar Media, an integrated marketing-communications firm.

OPPORTUNITY / CHALLENGE

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

Naming services for the development of a new name for a regional civic planning project sponsored by the Obama administration and a local consortium of companies designed to foster greater regional collaboration and to increase the region's competitiveness.

What were your goals for this project?

To develop a a memorable, relatable and powerful name that was symbolic of the initiative.

SOLUTION

How did you select this vendor?

Want Branding developed a powerful name, "Seven50" which symbolized the seven county region and the 50 year plan. It was extremely well received and applied in a number of creative and innovative ways.

Describe the scope of their work in detail.

Want Braning seamlessly managed the project from A to Z leading the naming committee through a tight and well organized process that led to a successful outcome.

What was the team composition?

Their three person team was effective and efficient. Jonathan Bell was personally active and committed to the success of the project.

RESULTS & FEEDBACK

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

The name was a big hit. We received a tremendous amount of praise and kudos for the name as it creatively captured the essence of the initiative.

How effective was the workflow between your team and theirs?

Excellent. Seamless.

What did you find most impressive about this company?

They combine creativity with common sense.

Are there any areas for improvement?

None to think of.

BACKGROUND

Introduce your business and what you do there.

I’m a senior consultant at an ad agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We’ve actually worked with them quite a lot over the years, but I’ll be talking about the most recent engagement. We had been hired by a client to do their branding and positioning for a new product that they were launching, and with that came naming the product. My company brought on WANT Branding to help support those naming efforts.

SOLUTION

What was the scope of their involvement?

WANT Branding helped us with the naming development process. They researched and developed close to 100 naming options, which were based on the brand position that we’d developed for the client’s new offering. 

What is the team composition?

I believe there were four people on their team, but we worked directly with Jonathan (Founder). We were in regular contact with Bruno (Senior Director). Celeste (Brand Consultant) joined the calls as well. There was always a team on every call.

How did you come to work with WANT Branding?

The relationship between WANT Branding and my company predates my time. It’s been an ongoing relationship. I was introduced to Jonathan and his team through my boss.

How much have you invested with them?

This project’s budget was $25,000.

What is the status of this engagement?

The last project was from June–July 2019.

RESULTS & FEEDBACK

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

Overall, the WANT Branding team was very careful throughout the briefing process. They were super diligent about the questions they asked us because they really wanted to get a good understanding of what the product was and what it represented from a branding perspective. At the end of the day, we helped my client narrow down the naming options to a shortlist of five names, one of which they decided to move forward with and has since been launched to the public. Our time working together was successful.

How did WANT Branding perform from a project management standpoint?

Their ability to meet deadlines and communicate was great. We didn’t use any project management tools specifically; we just developed a timeline, and they followed it. They always got us everything when we asked them to. They did exactly what was expected of them, and then some. Throughout the project, they listened to our team and incorporated not only the feedback we gave them but also the feedback that our client gave them. Our projects often have really tight timelines just because of the nature of the work that we do, so it’s great that they can deliver on those.

What did you find most impressive about them?

They’re just really great at hearing what we want, and they’re very focused on making our client as well as our team happy. We have used them for years and will continue to use them moving forward. Their ability to understand the different products that we bring to them in terms of naming is really great.

Are there any areas they could improve?

Honestly, nothing comes to mind at the moment. Jonathan and his team are great; I really can’t think of an area that they could improve on.

Any advice for potential customers?

From the perspective of a naming development process, be as specific as possible in your naming brief. Be very clear about what you’re looking for and the types of naming avenues that you want the WANT team to explore. The more clear you are in that initial briefing, the less opportunity there is for them to deviate, and the more opportunity there is for you to deliver on what you or your client are looking for.