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The art and science of naming. We named Clutch!

4.9
22 reviews

Zinzin is a naming and branding agency that creates powerful product and company names to propel and differentiate brands beyond their competition. We are committed to helping companies rise above the generic branding chatter that clogs cultural discourse. Among many company and product brand names we've developed (see our extensive Portfolio on our website) we created the name Clutch for the site you are visiting right now! (See the Clutch CEO's review of Zinzin below.)

 

So, why exactly is a name so important? The answer is simple: first impressions matter, and a company or product name is the first point of audience contact with your brand. In many respects, the name is the brand, setting the tone and telling the story of your brand to the world. Your name represents your business in the most fundamental way, and everything you do or ever will do begins with your name. That’s why it’s vital to get the name right.

At Zinzin, we believe in the power of real, human language, in names that have rich meaning and depth. Names that are born from a rigorous, logical and battle-tested naming process, yet aspire to poetry and art. We help you to dream big, with names that will create lasting impressions and inspire an emotionally engaged and loyal audience. In short, we want to set your brand free — free from the commonplace, free from the forgettable, free from your competition.

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Undisclosed
 
Undisclosed
 
2 - 9
 Founded
2011
Show all +
Berkeley, CA
headquarters
  • 1025 Carleton Street, Suite 9
    Berkeley, CA 94710
    United States
    415.857.5775

Portfolio

Key clients: 

Clutch, 3M, ABC, Alcatel, Alloy, AMC, Cisco, CMT (TV), Commune Hotels, Constellation Brands, Daybreak Games, DirecTV, DST, DuPont, E.&J. Gallo, EA SPORTS, Éclair, eCornell, Ember, F5 Networks, FUJIFILM SonoSite, GE, General Dynamics, Google, Gogo, Georgia-Pacific, Hasbro, Honeywell, Intel, Jabra, MGM Resorts, Move Inc, MTV, Nielsen, Nokia, Parkwood Entertainment, Participant Media, PepsiCo, Raytheon, Seagate, Target, TCF Bank, Turner Entertainment, Viacom, ZS Associates.

Reviews

4.9
22 reviews
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Names & Cultural Research for New Product Varieties

“They went the extra mile to make sure we were happy with the final product.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Aug. 2018 - Mar. 2019
Project summary: 

Zinzin named about a dozen new grape varieties for a global fruit breeding company, ensuring that each name was memorable and would appeal to consumers from various cultures.  

The Reviewer
 
11 - 50 Employees
 
Bakersfield, California
Andy Higgins
CEO, IFG
 
Verified
The Review
Feedback summary: 

Although there are no metrics, initial feedback has been positive. Zinzin surpassed expectations and demonstrated their dedication by taking on additional work. Throughout the project, they exhibited effective communication skills, ensuring a productive collaboration.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I am the CEO of IFG, an international fruit breeding company. We create new varieties of fruit for consumers and specialize in table grapes and sweet cherries.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We turned to Zinzin to name about a dozen new grape varieties that we were about to launch. Before working with Zinzin, retailers had a difficult time understanding our product offering. So, we wanted to change our marketing strategy to create more distinctions between our products and appeal to more customers.

SOLUTION

What was the scope of their involvement?

They were very engaged throughout the project. First, they came to our research and test centers to receive product samples. From there, they went through a mind-mapping exercise to create ideas for new names that were emotional, distinctive, and memorable.

They then presented their ideas in a series of meetings to narrow down our choices. Using our feedback, they would expand on names that we liked while eliminating ones we didn’t. Progressively, we were able to refine the list of names down to 10. As we moved forward, they even created backup names for each grape variety in case there was a trademark registration issue.

Since we are a global company, Zinzin then collaborated with a third party to define the cultural relevance and appropriateness for each name. This was really important because we could potentially select a name in English and not know that it would be offensive in another part of the world. While we strived to select universally appealing names, the minimum was that they were neutral names and could be understood.

What is the team composition?

Jay (Founder & Creative Director, Zinzin) was our project lead, and we worked with one other person.

How did you come to work with Zinzin?

We surveyed a few marketing companies that specialized in product names and interviewed three. We ended up selecting Zinzin because of their reviews on Clutch, their work in the past, and because they took the time to understand our company and our products. Unlike a larger company that treated us like we were just a number, Zinzin came in to try samples and engage with us, which was more practical and realistic.

How much have you invested with them?

Approximately $70,000, maybe a little more if you include projects that we added on.

What is the status of this engagement?

We worked on this project from August 2018 – March 2019

RESULTS & FEEDBACK

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

Initial feedback has been positive and it seems like we are gaining consumer interest. Although we don’t have any metrics from retailers, they like that we are headed in a new direction. Based on their responses, we are excited to develop marketing campaigns for our new products.

How did Zinzin perform from a project management standpoint?

They were organized and kept us on task by outlining what to expect throughout the project. We held regular meetings and used Microsoft Teams to screen-share. In addition to providing agendas before these meetings, they produced notes to ensure that we were on the same page. They were very transparent, promoting communication to help maintain the project’s momentum and success.

What did you find most impressive about them?

They really cared about our success, so they were very hands-on. Their enthusiasm showed when they would send us pictures of our products on store shelves. They even took on several unexpected tasks at no additional cost to us because they wanted to make sure we were satisfied with the project’s result. They went the extra mile to make sure we were happy with the final product.

Are there any areas they could improve?

I don’t think they need to change anything major, but when we first started working with them, they pitched a few unusual names. However, I think it was a part of their process and we should have expected that they would propose a wide variety of names to see what we would like and how creative they could be.

5.0
Overall Score Naming a product is a difficult process, and they made it effective, interesting, and productive.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were prompt and proactive.
  • 5.0 Cost
    Value / within estimates
    It was a fixed-price project, and they worked within our budget to make sure we were satisfied with our results.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Naming for New Financial Product Line

“It really felt like they set us up for success from the beginning, and we’ve landed in a good spot.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Feb. - Mar. 2019
Project summary: 

Zinzin named a new product line for an online bank. They followed a structured process that involved a competitive landscape study, discovery phase, and three rounds of naming suggestions.  

The Reviewer
 
1,001 - 5,000 Employees
 
San Francisco, California
Director of Product Management, Financial Services Company
 
Verified
The Review
Feedback summary: 

Internal feedback has been positive, and the product line is performing well in the market. The team was creative and strategic, delivering several viable names that aided the client in avoiding trademark issues. Their clear timeline and willingness to reorient themselves around feedback stood out.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m a director of product management at an online bank.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We were launching a new product line and we needed to name it.

SOLUTION

What was the scope of their involvement?

They use a pretty standard process. First, they met with us to discuss and understand the product we’re building. Then, Zinzin did a competitive analysis, auditing our competitors in the space. They ranked and graded the names of their products, and then talked to us about where we wanted to fit within that map. At that point, we had a conversation about our objectives and success criteria before launching into the bulk of the project.

After that, Zinzin ran us through a three-round process for narrowing down names. The first round contained names that have not been prescreened, which is designed to push the limits of the name’s potential. In the following two rounds, the team would typically present lists of names that would actually be viable for the product. However, for this project, they nailed it in the first round. That allowed us to take some big swings in the subsequent rounds.

What is the team composition?

It’s a small shop with two primary points of contact, Jay (CEO, Zinzin) and Martin (Creative Director, Zinzin). Jay maintains the business end of things, like contract negotiation and billing. But, they’re equal partners on the creative end. Both of them were on every call, took notes, and asked probing questions.

How did you come to work with Zinzin?

I’ve actually worked with Zinzin prior to this project in a former role. We liked their structured approach and how they dig deep into understanding the problem we’re trying to solve. It was also important that they took feedback well.  In a process involving so much opinion, it was really valuable to see a partner take feedback into account when moving forward. They’re a collaborative team, which also led us to work with them.

How much have you invested with them?

We’ve spent between $30,000–$40,000.

What is the status of this engagement?

The project lasted from February–March 2019. We were on an accelerated timeline.

RESULTS & FEEDBACK

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

Internal feedback’s been positive—our teams were thrilled with the names they provided. Things are going well in the market, too. We had trademark issues early on, but Zinzin came up with so many names with various levels of viability that we were able to work around that. It really felt like they set us up for success from the beginning, and we’ve landed in a good spot.

How did Zinzin perform from a project management standpoint?

They’re really clear with setting up timelines and expectations. Zinzin provides all their deliverable dates upfront. We communicated and met using phone and email. They ended up working with a bunch of our internal teams: product, marketing, creative, and executive.

What did you find most impressive about them?

Some creative agencies tend to lack structure and strategy, but that wasn’t the case with Zinzin. They were structured and collaborative throughout. The product is great, and consistently works well. I would go back to them in a heartbeat.

Are there any areas they could improve?

I would’ve paid them more to take more ownership of some of the other parts of the process.

Do you have any advice for potential customers?

Be clear about your process and success criteria. Without a plan or an idea for the desired outcome, you may end up with something you aren’t happy with.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    They were on time, on budget, and added value.
  • 5.0 Quality
    Service & deliverables
    They were great and on time. I would use them again.
  • 5.0 NPS
    Willing to refer
    I’ve recommended them multiple times.

Flagship Product Name for Tech Startup

“It was refreshing to see a team with their level of experience still so excited about their craft.”

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5.0

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
Confidential
 
Apr. - May 2019
Project summary: 

Creative and analytical, Zinzin came up with several unique names for an emerging brand’s flagship product. They closely examined market competitors to ensure the name could differentiate the product.

The Reviewer
 
11 - 50 Employees
 
Mountain View, California
Phil Guindi
Head of Products, Geomagical Labs
 
Verified
The Review
Feedback summary: 

Zinzin’s work impressed the internal team and built confidence for the brand and product. The team’s organization, enthusiasm, and commitment to their craft was refreshing. Their services balance practical strategy with creative expertise, delivering valuable results.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I am head of product for Geomagical Labs, an AI/machine vision startup. We are leveraging recent advances in technology—AI/machine vision and augmented reality—to bring new, highly engaging, consumer experiences to life on both mobile app & web.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We needed to find a name for our flagship product that could hold up as our company evolves over time.

SOLUTION

What was the scope of their involvement?

First, Zinzin did a discovery call to get an understanding of our company and product. Then they did their own competitive study of the space, examining names used by our competitors and other players. They used this broad, market study to make sure they offered names that would differentiate us.

Next, they worked with us to identify about five adjectives and categories that represented our business. Later, they came back with the first round of name suggestions, offering potential taglines and explanations for how each option would fit our product. Based on my team’s feedback, Zinzin produced a second round of names, adding new ideas to the original list. We’re now in the process of considering their final 5–6 suggestions.

What is the team composition?

Jay (Founder & CEO, Zinzin) was our primary point of contact, but we also worked directly with Martin (Creative Director, Zinzin).

How did you come to work with Zinzin?

We really liked Zinzin’s approach to the naming space and thought they had the right mindset to help create a unique and long-lasting name.

What is the status of this engagement?

The project lasted from Apr.–May 2019.

RESULTS & FEEDBACK

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

Our company has high internal standards,  but we were really pleased with the outcome of the project. It’s still too early to measure the impact of Zinzin’s involvement, but we’re confident in our ability to create a brand around the names they delivered, and have started exploring brand visuals. 

How did Zinzin perform from a project management standpoint?

Zinzin was super easy to work with. Their team had our meetings on their calendar right from the start and generally stuck to their timeline. There were a few times we needed to reschedule meetings, but it was never difficult.

We communicated over the phone, email, and web conferences, and all of our interactions were productive. Their team was occasionally willing to hold longer meetings with us because they genuinely cared about delivering quality services. They always respected our time constraints, too.

What did you find most impressive about them?

Their passion for naming is unmatched. Zinzin has been in the business for a long time, but they still get giddy when they discuss new concepts. It was refreshing to see a team with their level of experience still so excited about their craft.

Jay and Martin work together quite well, each bringing unique skills to the table. They were both very creative and great at what they do. Compared to other agencies we’ve worked with, Zinzin’s talent and professionalism really stand out. I’m pleased with all of their work.

Are there any areas they could improve?

We were very satisfied with the work Zinzin did. They really encourage companies to think in new ways and be as bold as is needed to stand out. That might be a  challenge for larger, more conservative, companies who don't approach them with the right mindset or stakeholder support. 

Do you have any advice for potential customers?

Be clear about goals and provide Zinzin with enough background information in the discovery phase to get the most out of the partnership. Keep an open mind to their advice and remember the importance of finding the right name for offerings.

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

Naming for Eco-Friendly Cleaning Product Producer

"While other vendors select options based on their own ideas, Zinzin considered our feedback and input." 

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Jan. - Mar. 2017
Project summary: 

Zinzin managed a naming process, combining insights gained from discovery calls and a brand assessment to deliver numerous options. They also considered characteristics of an existing sister brand.

The Reviewer
 
1-10 Employees
 
San Fransisco, California
Marketing Manager, Yonder
 
Verified
The Review
Feedback summary: 

The chosen name has driven serious interest pre-launch, reflecting well on Zinzin’s ability to combine mass appeal with specific positioning. Through close remote collaboration, they elicited client preferences and furthered them using their own industry experience.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I’m a marketing manager at an eco-friendly cleaning products producer. We specialize in sustainable home cleaning products and maintenance solutions.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Zinzin?

We needed to develop a brand name to launch in the US market. It would be a sister brand to one in the UK.

What were your goals for this project?

Our UK brand is widely known, so we needed a name that suited our existing identity, ethos, and company mission. It needed to have its own message, yet not steer too far away from what we already were.

SOLUTION

How did you select this vendor?

Our UK Director researched established naming/branding agencies and felt Zinzin was the best fit. We felt a connection immediately when we interacted with them.

Describe the scope of their work in detail.

Once we got introductions out of the way, we created a detailed brief and brand assessment. This helped Zinzin focus on keywords that represented both our current brand and where we wanted to go with our US identity. We then held conference calls to develop name-scapes and pinpoint our brand positioning. Finally, they delivered a report of their best options.  

What was the team composition?

We worked closely with Zinzin’s CEO and Creative Director throughout the process.

RESULTS & FEEDBACK

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

We’ve selected a unique and relatable name for our US brand thanks to Zinzin. The name has generated significant interest pending its official launch, so we’re quite pleased.

How effective was the workflow between your team and theirs?

We collaborated on a series of conference calls and report reviews. This system worked well, as our teams were traveling throughout the project.

What did you find most impressive about this company?

Their ability to create abstract yet fitting names was exceptional. This stems from their habit of getting to know their clients and working from their perspective. While other vendors select options based on their own ideas, Zinzin considered our feedback and input.

Are there any areas for improvement?

We didn’t see any need to improve. Their workflow was great, and we had lively discussions on every call.  

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    It was efficient.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    They gave us plenty to work with.
  • 5.0 NPS
    Willing to refer
    Yes, I'd recommend them.

Naming for Online Technical Information Company

“We were on a tight schedule for this project, and they handled that pressure very well.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Jan. - Feb. 2012
Project summary: 

Zinzin worked with a tech startup to come up with a unique name that conveyed both seriousness and fun. They interviewed staff, conducted research, and presented creative, affordable suggestions.

The Reviewer
 
11-50 Employees
 
Detroit, Michigan
Gregg Hammerman
Founder & CEO, Larky
 
Verified
The Review
Feedback summary: 

The Zinzin team was attentive, thorough, and well-organized. They took time to understand the company’s mission before presenting solutions, and were mindful of budget concerns regarding domain name purchases. They also offered sound advice on choosing a name that could withstand the test of time.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of Larky. We work with app developers to improve the functionality of their mobile apps and communicate more effectively with their users based on location.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

Our company didn’t have a name when we got started, so we hired Zinzin to help us choose one.

SOLUTION

What was the scope of their involvement?

They initially interviewed us to get a sense of the spirit of our company. We wanted to come across as a bit whimsical, and fun since a large portion of our audience is marketing professionals. During this process, we also discussed our budget concerns, as we wanted to ensure that we could afford a domain name for whatever we chose.

After they took in all of our information, they brought us several rounds of name suggestions. It wasn’t just lists, either—they’d also explain the impressions they associated with those names or note other ways the average person might interpret the words and connect with our company. They remained very conscious of our financial constraints. It turned out that our final name choice, Larky, was owned by someone else, but it was still obtainable on our budget.

What is the team composition?

We primarily worked with their creative director. At one point, there was a second person involved, but I don’t remember their role.

How did you come to work with Zinzin?

My business partner found them. We looked at what they’d done for other companies in different industries that seemed to match the tone of ours in terms of being serious but also a little playful. They had the right kind of experience, and it seemed like a good match.

What is the status of this engagement?

The project lasted from January–February 2012.

RESULTS & FEEDBACK

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

I was reluctant to use a professional naming service at all, but my business partner pushed it on me. It turned out to be money well spent in terms of making our business easily identifiable and memorable, especially when we’re at trade shows. They’d also warned us not to choose a name that was too narrow in scope so that we wouldn’t have to rebrand if the company changed directions. That’s what ended up happening, so it was good that we took their advice.

How did Zinzin perform from a project management standpoint?

We were on a tight schedule for this project because we also had a product in development, so we needed a name straight away, and they handled that pressure very well. Their team was very clear about explaining their procedures to us and mapping out a schedule of how we’d accomplish everything we needed to do.

What did you find most impressive about them?

They really listened to understand what we were trying to create and to figure out how they could help us achieve our goals. This included not only practical concerns like budget constraints but also learned about the spirit of our company and who our target audiences were so they could help us stand out. They were really attuned to everything we said and paid more attention to our needs than other companies we’d talked to.

Are there any areas they could improve?

Since we worked with them to come up with our name, it’d be nice if they had referral organizations for branding projects like logo design. It was a bit challenging to transition to that next step.

Do you have any advice for potential customers?

No, I can’t think of anything else right now.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were always on schedule. Everything was delivered as promised.
  • 5.0 Cost
    Value / within estimates
    If you’d asked me shortly after the project, I would’ve said it was expensive, but it’s proven worthwhile as our company’s grown.
  • 5.0 Quality
    Service & deliverables
    We’re seven years out and working with them has paid off immensely for us.
  • 5.0 NPS
    Willing to refer
    There’s nobody else I’d recommend.

Naming for Computing Company

“Their process was fast and produced a high-quality list of potential company names.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Nov. 2017 - Apr. 2018
Project summary: 

Zinzin collaborated with the internal team to brainstorm a list of potential company names. They conducted brand and market research and performed linguistic verification to determine which names worked best.

The Reviewer
 
50-100 Employees
 
Saratoga, California
Steve Sinclair
SVP of Product & Marketing, Mojo Vision
 
Verified
The Review
Feedback summary: 

The final name Zinzin produced is great, receiving high praise both internally and externally. The team was organized and responsive, adapting to project changes and working hard to understand this particular market category. They listened well and exceeded expectations.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the Senior VP of Products and Marketing at Mojo Vision, a company that’s creating a new category of computing called Invisible Computing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We needed a brand and name that matched our vision and evoked what we are trying to build.

SOLUTION

What was the scope of their involvement?

Zinzin helped us work through our brand identity and define a few names that fit our persona. Initially, they had us fill out a survey with answers to their own branding questions, such as what we wanted to be and who we thought we were competing with. That information acted as a starting point for their brainstorming. We then had a series of in-person meetings and conference calls to go through the various names.

Zinzin even conducted linguistic verification, making sure that whatever name we chose would work in other languages and cultures. They also spent time doing web searches to ensure that we’d be able to obtain the name trademark and not have any other related issues.

What is the team composition?

We worked with their CEO/founder and a creative director.

How did you come to work with Zinzin?

We found them on Clutch and interviewed a few people that had worked with them. They had a strong portfolio, with names that matched the companies in a way I wanted ours to, so I hired them.

How much have you invested with them?

We spent around $50,000.

What is the status of this engagement?

We worked together from November 2017–April 2018.

RESULTS & FEEDBACK

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

We’ve received lots of positive feedback on our new name, and people both internally and externally really like it.

How did Zinzin perform from a project management standpoint?

They had excellent project management. They were always on time and on budget, delivering whatever they promised. We had a few change requests, and they quickly let us know how long it would take and how much it would cost.

What did you find most impressive about them?

Instead of providing us with hundreds of names to choose from, they kept it focused and thoughtful. The names they suggested fit with the initial survey we filled out and became more refined through each round of the naming process. They worked hard to understand our business and preferences for what we thought was important in a name. Their process was fast and produced a high-quality list of potential names.

Are there any areas they could improve?

No, not that I can think of.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They worked fast and efficiently and always hit their deadlines.
  • 4.5 Cost
    Value / within estimates
    There's always room for improvement, but they’re a good value for what they delivered.
  • 5.0 Quality
    Service & deliverables
    The name that we got was excellent.
  • 5.0 NPS
    Willing to refer
    They were an awesome partner.

Naming Projects for B2B Ratings & Reviews Website

“They quickly develop creative, evocative names.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Oct. - Dec. 2017
Project summary: 

Zinzin provided naming services, working on names for two new websites. They developed a list of options in the first round from which the final choices were made, with no second round required.

The Reviewer
 
51-200 Employees
 
Washington, DC
Mike Beares
Founder, Clutch
 
Verified
The Review
Feedback summary: 

Zinzin’s team produced excellent results: creative, fit-for-purpose, and relevant names that represent the company and provide excellent points around which to build a brand. They performed professionally, executing the work plan smoothly and ahead of schedule.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the founder of Clutch, a rating and reviews website for small and mid-sized professional services companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We needed help naming two new websites which are sister websites to Clutch to help buyers find service providers with different types of content.

SOLUTION

What was the scope of their involvement?

We had a good history with Zinzin as we have worked with them very effectively before—our familiarity with each other meant we went through an expedited, shortened process.

We had the first round for both of the websites. They did so well that we cut the process short; it was a unique situation as we had a couple of leading options immediately. We were able to secure the dot-com URLs and then paused to the project to think about it for a week or so. It was then we decided we were done and happy with the results.

What is the team composition?

We worked with Jay (Founder & Creative Director, Zinzin) and Martin (Creative Director, Zinzin).

How did you come to work with Zinzin?

We found them as we were ramping up Clutch. At that point in time, there was no rating and review website that covered naming firms, so we found them via a Google ad.

Initially, we worked with a less expensive firm, but that firm was so unsuccessful that we moved to Zinzin after they put together a competitive proposal, which allowed us to complete that work successfully. They’re now the go-to naming firm for us.

What is the status of this engagement?

We worked with them from October–December 2017.

RESULTS & FEEDBACK

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

We’re pretty confident that the name Clutch has been helpful in building a brand around our core website, and that The Manifest—our first sister site’s name—is a good fit. Visual Objects, which is the name for a portfolio site that we are launching shortly, is also going to be a great name around which to build a brand.

How did Zinzin perform from a project management standpoint?

They performed remarkably well because we got to the end result without even executing on the full work plan.

What did you find most impressive about them?

They quickly develop creative, evocative names and are fantastic firm to choose for that type of work. They’ve executed on it three times for us now.

Are there any areas they could improve?

No, not that I am aware of.

5.0
Overall Score They’re our go-to naming firm, and we will use them again if needed.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They’ve met every deadline they have set.
  • 5.0 Cost
    Value / within estimates
    They’re cost-effective for high-end evocative names.
  • 5.0 Quality
    Service & deliverables
    Their names are fantastic.
  • 5.0 NPS
    Willing to refer
    I would say a 6 if that score was available.

Naming for TV Network

"The name was very well-received by consumers and the industry, which was the core metric."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Aug. 2012 - Jan. 2013
Project summary: 

Zinzin led a naming process for a new cable television channel. They helped create the brief, and then did multiple rounds of naming and revisions.

The Reviewer
 
51-200 Employees
 
Los Angeles, California
Kent Rees
Former EVP Marketing, Bedrock Media Ventures
 
Verified
The Review
Feedback summary: 

The name received positive feedback from key stakeholders. Zinzin's understanding of the naming landscape helped them meet or beat deadlines. They kept the project moving (and on budget) through constant communication, providing critical status updates throughout the engagement.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the former EVP of marketing at Participant Media for their cable channel.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We were trying to figure out a name for the network. Participant Media has a specific point of view about using media and content to do good in the world. We had to find a name that evoked the mission of the company but also was an inspiring brand to millennial consumers. While it had a somewhat serious background, it couldn't sound serious.

SOLUTION

What was the scope of their involvement?

Zinzin started by interviewing me. We worked together to create a brief that laid out the ground rules and parameters of how to think about the name and what was important. I shared that brief internally to get buy-in from my bosses and the rest of the company.

Then we went through three or four phases of names and revisions. I did that with them one on one, and then with the rest of the company. They would present us some names that might work and ask for our feedback. We told them what we did or didn’t like, and we would have creative conversations around those options. The name we ended up selecting was Pivot. Since the name had to work worldwide is as a global brand, they also gave us advice on how to handle clearing the name from a legal perspective.

What is the team composition?

The main person I worked with was Jay (founder, Zinzin). He brought somebody else in to work with us as well, but I can’t remember their name.

How did you come to work with Zinzin?

I don't really remember. I think I did some research around different naming companies. I chose to work with them after speaking with them over the phone.

How much have you invested with them?

I can't remember exactly but it was between $25,000–$50,000. It was a phased deal where we paid an initial fee and then the rest for multiple rounds of revisions.

What is the status of this engagement?

We worked together from August 2012–January 2013.

RESULTS & FEEDBACK

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

Pivot was only around for five years but people understood the name as it applied to the idea of change and progress. The name was very well-received by consumers and the industry, which was the core metric.

How did Zinzin perform from a project management standpoint?

Their team was excellent. Everything was on time. They also did a good job of explaining upfront how long each phase was going to take. The process went really smoothly. I’d never done a naming exercise before, so they gave me a lot of good advice throughout.

What did you find most impressive about them?

They had a great overall attitude and really listened to us. They presented us with a variety of names. We had options that were made up words and ones that were real words. That two-pronged approach was important because most good names are already taken. The worst thing that could’ve happened was to come up with a name that we liked and then couldn't use because it couldn't clear legal. They did a good job balancing both the business and the creative aspects of coming up with a usable name.

Are there any areas they could improve?

Not that I can think of. It was a good process and I was happy with the result.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Everything was done quicker than we expected.
  • 5.0 Cost
    Value / within estimates
    The process was extremely valuable and fairly priced.
  • 5.0 Quality
    Service & deliverables
    They did a great job of shepherding us through the process.
  • 5.0 NPS
    Willing to refer

Naming for Product Management Software Company

"With Zinzin, we worked with the highest quality people."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
Confidential
 
Feb. - Apr. 2017
Project summary: 

Zinzin led a naming exercise, providing background research and multiple rounds of iteration.

The Reviewer
 
1-10 Employees
 
San Francisco, California
Rich Reimer
Former CEO, Obo
 
Verified
The Review
Feedback summary: 

The new name was well-received by internal stakeholders. The Zinzin team inspired confidence throughout the project by communicating clearly from the start. Expertise and meticulousness were hallmarks of their work.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the former CEO of Obo, which makes product management software.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

As a brand new company, we had a placeholder name that we wanted to change.

SOLUTION

What was the scope of their involvement?

First they met with us to talk about our objectives and what we were trying to achieve. They interviewed several of us in order to understand the characteristics of the brand. We gave them background on our product and the brand image that we wanted to convey. They gave us an overview of how to think about different types of names. For example, descriptive names tell what the product is while evocative names draw on emotion.

Zinzin provided us with 10 names, plus a description of each name and a backstory on how it relates to the company. We told them the ones that we liked in order to help them refine their direction. They repeated the process for two more rounds until we got down to a shortlist of 2–3 names. They did some basic research on trademarks to make sure there weren’t obvious conflicts. Once we decided on the one we liked best, we used our lawyers to do a full search and registration.

What is the team composition?

We worked with Jay (founder, Zinzin) and Martin (creative director, Zinzin).

How did you come to work with Zinzin?

We went through a selection process and talked to 3–4 companies. We selected them because of their track record on naming. I also liked that when I set up a meeting with them, I met with Jay as opposed to an account person. That level of interaction was impressive. They didn’t have the lowest price, but I liked Zinzin better and was confident they would produce better results.

What is the status of this engagement?

The project took place between February–April 2017.

RESULTS & FEEDBACK

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

Obo is a small startup so the key metric was if our team liked the name. It got a positive reaction, so it passed the test. We actually had multiple good options that we could have gone with, which was great.

How did Zinzin perform from a project management standpoint?

They had a proven, tight process. They were able to fairly solicit staff opinions, which is important when you're doing something as opinion-driven as naming. They didn’t let certain people dominate the conversation, and were able to create consensus.

What did you find most impressive about them?

It’s great to have two very seasoned, strong principals working on a project. A more junior staff likely would have been assigned to our account at a bigger firm. With Zinzin, we worked with the highest quality people. What you see is what you get with them, and there are no surprises afterwards.

Are there any areas they could improve?

No. Naming is a very niche area with a well-defined set of things that need to be done. They've been doing this for a long time and they really got it down.

5.0
Overall Score It was a smooth process and a good result.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They had a tight, well-run process.
  • 4.5 Cost
    Value / within estimates
    They weren’t the least expensive, but provided high value.
  • 5.0 Quality
    Service & deliverables
    We were very happy with the final name.
  • 5.0 NPS
    Willing to refer
    I would definitely consider using them again.

Naming for Food Distribution Company

“They’re like the wizards of naming, truly capturing our company’s look and feel within a few words.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Aug. - Sept. 2012
Project summary: 

After developing a thorough understanding of the brand through a conference call, Zinzin provided a list of three names for a food delivery company. Each possibility aligned with the desired look and feel.

The Reviewer
 
1-10 Employees
 
Montreal, Canada
Robin Bournival
President, Nuage Rouge
 
Verified
The Review
Feedback summary: 

The name perfectly reflected the brand, which grew increasingly valuable and was recently sold. Zinzin’s services and deliverables were impressive, using their expertise to meet each objective quickly and effectively.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I was the president and founder of Nuage Rouge, a distribution company that specialized in local food products.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

I wanted expert assistance with naming my company.

SOLUTION

What was the scope of their involvement?

Over a conference call, the Zinzin team asked me a series of comprehensive questions about myself and my company and my likes and dislikes. In the following days, they brainstormed potential names and submitted three possibilities for me to choose from. It was a challenge for them because my business is based in Quebec, so they had to draw inspiration from the French language.

What is the team composition?

I worked with Jay (CEO and Creative Director, Zinzin).

How did you come to work with Zinzin?

While looking for information about naming and branding, I came across Zinzin’s website. They explained their process thoroughly, and I could tell that they clearly specialized in naming. Based on their website’s documentation, I felt comfortable hiring them.

How much have you invested with them?

I spent $10,000 on their services.

What is the status of this engagement?

We worked together for one week around August 2012.

RESULTS & FEEDBACK

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

Because we had a well-developed brand, starting with the name, the company collected a lot of value over the years, and I managed to sell it about two months ago.

How did Zinzin perform from a project management standpoint?

The team was perfect. I am amazed by their expertise and the quality that they delivered. They’re like the wizards of naming, truly capturing our company’s look and feel within a few words.

What did you find most impressive about them?

A suitable name is necessary for any successful company, and they are true experts in this regard.

Are there any areas they could improve?

No, they’re very good at what they do.

5.0
Overall Score It was perfect.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were always available.
  • 4.0 Cost
    Value / within estimates
    It was a bit expensive or me.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I would definitely recommend them.