The art and science of naming. We named Clutch!

Gold
VERIFIED

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.

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

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

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Naming for Treatment Center

"What stands out to me is the consistency in their work, their professionalism."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
Project summary: 

Zinzin has collaborated with a behavioral health treatment center to develop names that can be legally protected for both their primary and secondary programs.

The Reviewer
 
1001-5000 employees
 
Long Beach, California
Vera Appleyard
Former Chief Internet and Media Officer, Elements Behavioral Health
 
Verified
The Review
Feedback summary: 

The names that Zinzin developed have been able to capture the spirit of what each program plans to do in a very evocative, interesting, and unique way. As this partnership progresses, Zinzin continues to improve and tailor the names that they provide. Their team is fun, collaborative, and smart.

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

BACKGROUND

Please describe your organization.

It's Elements Behavioral Health. We have treatment centers throughout the country that treat people with substance abuse or mental health issues.

What is your role at the company?

I'm the chief Internet and media officer.

OPPORTUNITY / CHALLENGE

What was your goal for working with Zinzin?

We had people picking names for various divisions and programs that were not very good. They were always descriptive versus evocative. They were clearly not able to be protected. The attorneys were not happy with the names they were coming up with. So, we decided to look at hiring a professional naming company. It went very well. Since then, we've used Zinzin on a number of other projects to name both primary programs and programs within programs. Basically, we wanted to fix the problem of coming up with terrible names on our own.

SOLUTION

Please describe the scope of their work.

They did a full analysis of the competitive landscape and rated the names according to how good they were on a scale of five to one, a five being the best and a very evocative name that can capture the spirit of a brand versus a one being completely descriptive. The crudest example of a descriptive name would be "The Treatment Center." They taught us why these names are bad and why they're difficult to protect and to brand because they're so generic, and then gave us examples of names both in our field and in other fields. What we discovered was that there weren't very many names in the treatment space that were actually good. The vast majority are very descriptive and generic.

Were they helping you with the domain name and managing all of that?

I started looking very early on at name options and how those would work. Because of the nature of our business, you can often add a modifier to "Treatment Center," so you don't have to worry as much about getting a one-word domain name. But, at the beginning, we talked about that and how the more unique it is, the easier to find a domain name and stand apart. I follow that process now.

How long have you been working with them?

About a year and a half.

Why did you hire Zinzin with which to work?

The first thing that drew me to them was the fact that when I went to look at naming companies, I couldn't believe how many were called "The Naming Company" or "We Build Brands" and I thought, if you put your money where your mouth is, why don't you have an interesting name? That was the first thing that attracted me to Zinzin, and it turned out to be an instinctive choice because they've been very good for us.

RESULTS & FEEDBACK

Are you happy with the results of the work?

It has been great in two ways. The first way is that it makes us look at it differently when we're developing a brand new product or a program that hasn't existed before. It really makes us focus our attention on what it is and how we want to convey it to our audience. Second, I think the names have been great. They have really captured the spirit of what each program plans to do in a very evocative and interesting way. It has allowed us to focus our marketing materials better to create stronger branding, both visually and with the language we use. People really like the names because they are unique. It draws positive attention to us.

Can you talk about their performance and the relationship working with them?

It's a great process for not only coming up with a name, but making you focus on your brand and think about what your brand promises because that's so critical in developing the right name. It's a terrific relationship. We're on our eighth project with them. It's a very good process. It's very effective. It's fun and very collaborative. They're super smart. On each round, they get a better understanding of what we do in our business.

Is there anything unique about Zinzin that really makes them stand out, compared to other companies?

What stands out to me is the consistency in their work, their professionalism and how they deliver their work. They're really nice to work with. They're fun. We're always laughing. I think it's a nice collaboration.

Looking back on the work so far, is there any area that you think they could improve upon or that you might do differently?

Honestly, no. I haven't had any problems with working with them.

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
    I have actually recommended them to others.

Naming for Fitness Company

"It's been fantastic."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
Confidential
Project summary: 

Zinzin helped a fitness company choose a name that was trademarkable and would increase their attractiveness in the market.

The Reviewer
 
Atlanta Metro Area
Rick Mayo
President, Alloy Personal Training Solutions
 
Verified
The Review
Feedback summary: 

Zinzin over-delivered on this project, providing a great customer experience and demonstrating their expertise in naming. The name they developed brought a great deal of value to the company and thoroughly expressed who they were.

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

BACKGROUND

Please describe your organization and your role and responsibilities.

We have a couple of companies, but the company that we worked on with Zinzin is called Alloy. We license business systems to fitness clubs worldwide. 

OPPORTUNITY / CHALLENGE

Could you describe the scope of the work they did for you?

Zinzin’s unique function is naming companies, so the scope of the work was to learn about our company and help us choose a name that was trademarkable and would increase our attractiveness to our market.

How long did that process take?

It was two and one-half to three months from start to finish. We did an initial search to make sure that there wasn’t a trademark existing in our space. Then we took those ideas to a marketing company who was able to build a brand around the name. Zinzin helped us to envision what that would look like.

SOLUTION

What was your process for selecting Zinzin with which to work?

We interviewed several companies. Some were marketing companies that offered more services, but Zinzin seemed to be the most complete solution for the one function that we were looking for, which was the naming process.

When was that work completed?

It was probably 14 or 15 months ago [in 2013].

RESULTS & FEEDBACK

Can you share feedback you’ve gotten about the name or anything that would indicate success of the outcome?

It’s been fantastic. The name has been very well received. It’s really brought a lot of value to us as a company, and even more so to our customers who were able to present that brand to their customers.

Can you talk about their performance and the relationship working with them?

They were really good. They are really subject matter experts in naming. I would say they certainly over-delivered based on what I thought we would get. We really enjoyed the process overall. It was a great customer experience. They went above and beyond to make sure they fully vetted who we were and really got us to a position where we were comfortable with the name and understood the reasons why behind it.

Looking back at the work they’ve done, is there any significant area of improvement they could do on their end or anything they could’ve done differently?

I really wouldn’t. I was as satisfied as I could be.

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

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Verification Level
Gold
VERIFIED
Business Entity
Status
Active
Jurisdiction of Formation
California
ID
C3382359
Date of Formation
May 17, 2011
Source
California Secretary of State
Last Updated
Feb 1, 2019
Payment & Legal Filings
Bankruptcy
No
Tax Lien Filings
0
Judgement Filings
0
Collections Count
0
Last Updated
Jul 22, 2019
Client Reviews
VERIFIED CLIENT REVIEWS
22
OVERALL REVIEW RATING
4.9
Source
Clutch
LAST UPDATED
August 5, 2019