Zinzin

BACKGROUND

Introduce your business and what you do there.

At the time I employed Zinzin, I worked for Monte Carlo Resort and Casino, which eventually became part of MGM. I was the CFO of that property.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We were opening up new lounges as part of our rebranding when the company became part of MGM. We engaged Zinzin to help us come up with potential names for both venues. 

SOLUTION

What was the scope of their involvement?

Zinzin initially did some high-level market research. They didn’t meet with our colleagues, but they did look at some of the existing names in the market for similar venues. They conducted an introductory interview with me to get more information about the venue and the concept behind it.

Based on that feedback, Zinzin came back with an initial list of names. We would give feedback as well as some other ideas, and we repeated that process until we had our final names.

What is the team composition?

I believe we worked with two people, but it might have been three.

How did you come to work with Zinzin?

I believe they were recommended to us by a colleague. We did our research, and they came across as very reputable, so we did an introductory call with them. 

Zinzin seemed very collaborative and like they had a lot of experience in the space. 

How much have you invested with them?

I believe it was between $10,000–$15,000.

What is the status of this engagement?

We worked together from May–December 2017.

RESULTS & FEEDBACK

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

We don’t have anything quantitative, because the nature of the work was so subjective. However, for the first venue, we liked what they proposed and ended up selecting the name Zinzin came up with, which remains the name of the venue today. 

We didn’t end up finding a name for the second venue, but we didn’t end up opening it either, which wasn’t on them. 

Generally, the metric was whether we moved forward and selected the name they came up with, which we did. I would consider that a success.

How did Zinzin perform from a project management standpoint?

Zinzin was very good, they were very efficient. They were very structured in both their follow up and in their rationale behind each name. The team would solicit our feedback throughout the meetings and always took it into consideration. 

Overall, I’d say the project was well-managed, and they were careful to be an efficient use of our time at all times, which we appreciated.

What did you find most impressive about them?

This project was the first time I’d used an agency that provided a specific service, so I liked the fact that they were so specialized in naming venues. Their capabilities fit very well into what we were looking for. 

Beyond that, Zinzin was very professional and very intent on delivering what we were looking for. The team asked a lot of questions to try and understand what we had in mind and to ensure they were providing options that accommodated our needs. Not every provider does that. 

They were also efficient in all of our communications and in conference calls. They had a good, organized structure which allowed things to move along pretty quickly. 

Are there any areas they could improve?

There’s nothing that comes to mind. Zinzin was fantastic.

Do you have any advice for potential customers?

What worked well for us was giving as much information as possible about what we were looking for, what the venue was about, and how we wanted to position it in the market. I think that helped lay the framework to make sure what they came up with fit along the lines of that. We also made sure we provided a lot of feedback along the way.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Criterion, a software company. We develop software for human capital management.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We needed help with a new naming process.

SOLUTION

What was the scope of their involvement?

They helped us review our naming to see if it would align better with where we’re going as a company. They did a thorough analysis and had discussions with our team about what the messaging was. They came back with an initial round of names that could potentially be used and we had 2-3 revisions. Then we locked in Criterion.

What is the team composition?

There were two people, including a lead who was communicating with us.

How did you come to work with Zinzin?

We did an online search for companies that specialize in naming. Zinzin had a solid portfolio of names that they built, so we had a brief conversation with them and we went with them.

How much have you invested with them?

We spent between $5,000–$10,000.

What is the status of this engagement?

We worked together from April until May 2014. It took two months.

RESULTS & FEEDBACK

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

The fact that we still have the same name after six years says something. We’ve been growing as a company, and people like the name. We’re happy.

How did Zinzin perform from a project management standpoint?

They did a great job. We communicated via email and telephone.

What did you find most impressive about them?

They had a good portfolio with well-respected names. They were easy to work with, and took direction well, aligning with what our business wanted.

Are there any areas they could improve?

There’s nothing I’d have them improve. We were very happy with their service.

Do you have any advice for potential customers?

I highly recommend them to any company that has doubts about their current brand name. Zinzin is great at evaluating a name and seeing if it aligns with someone’s brand positioning. It’s a good investment because you’re going to be investing thousands of dollars in marketing afterward. Get the name wrong, and you’re devaluing your investment. The right name can do a lot.

BACKGROUND

Introduce your business and what you do there.

I’m the founder of a startup called Kilter. We’re a car-shopping marketplace, making every new car in the country searchable by its window sticker or build sheet. Right now, we have a proof of concept with BMW.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

I knew we needed a great brand for our startup with a really, really good name but couldn’t think of one that quite fit. I had a list of 100 names and hated all of them. Naming was completely outside of my scope. That’s when I turned to Zinzin for support.

SOLUTION

What was the scope of their involvement? 

Zinzin was responsible for naming and branding Kilter. After our initial calls, they showed us 60 proof of concept names to get a feel for what resonated with us and determine a direction to go in. It was almost like fact-finding — they wanted to know how far we were willing to push and get a sense of us as clients. We also filled out a brand positioning template so that they could get a feel for our company’s culture.

From there, they presented two rounds of names to collect feedback. These were separate presentations, so there were no carry-over names between the two. Our choices resulted in a shortlist of the finalists from each round.

I believe the engagement was technically supposed to end there, but they helped narrow down my list to a group of 6. My last email to them was around November 2019, though it wasn’t until December that I landed on “Kilter.”

What is the team composition? 

I worked with Jay (Founder & Creative Director) and Martin (Creative Director). Both were dynamite!

How did you come to work with Zinzin?

Clutch and The Manifest were my primary sources for finding potential partners. I looked at about 30 naming agencies before meeting with eight finalists. With each candidate, we had a kick-off call where they would explain the process, including what we could expect out of the engagement, and I liked Zinzin the most.

How much have you invested with them?

The whole engagement cost $25,000. It was the best money we’d spent in our first year of being a startup.

What is the status of this engagement?

Our kick-off meeting was in September 2019. They worked with us virtually through our first and second round of names all the way until October. Then, we met them in person and worked through our remaining questions until November.

RESULTS & FEEDBACK

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

Ultimately, you evaluate a name by what happens in the marketplace, and I’d say that it’s too early for us to gauge our success. However, I know that people connect with and remember it because there’s something there.

I told Jay in an email that, had I not worked with Zinzin, I probably wouldn’t still be working on this startup. Our first year was way more challenging than I expected it to be, which really surprised me. I was ready to be done. 

But, “Kilter” hooks people. More importantly, it hooked me in a way I never thought I would need. It’s given me the ability to keep going when it seemed totally pointless to do so, and I’m thankful to Zinzin for that. Defining our name when there was literally nothing else became a motivating force for me.

How did Zinzin perform from a project management standpoint?

They were exceptional at everything that they did. The team was responsive, stayed organized, and had everything locked-down. For example, at the end of the project, I asked Jay for a digital copy of the list of names, and he sent them right over.

I also appreciated that they met with us beyond the contract. They guided us through the whole thing as we evaluated the final six names so that we could make a good choice.

What did you find most impressive about them?

Everything that differentiated them as an agency revolved around the thinking behind their manifesto. When I read it, I knew that I had to talk to them, and their first conversation with us convinced me that they would be the best option for the project. They stayed absolutely true to it.

I kept coming back to the manifesto during our engagement, too. They mentioned that it was almost like a client screener. If people read the manifesto and didn’t like it, then they’d be hesitant to contact them. The manifesto really is good for all involved!

Are there any areas they could improve?

No, there’s really not.

Do you have any advice for potential customers?

If you read their naming and branding manifesto and love it, you should highly consider working with them. Their creed is exactly true to who they are as an agency.

Beyond that, the people who get the most out of Zinzin are the ones who are personally invested in the process. You can’t just tell them to come up with a great name and walk away without doing the hard work. You have to ask the questions and be committed to letting them push your boundaries to take you where you need to go. Be willing to figure your name out together, and you’ll get a much better outcome.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing for a small biotech company that makes tools for the life sciences. We’re creating instrumentation and chemistry to help people look at the spatial aspects of biological tissues.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We’re launching our product early next year and we hadn’t put a lot of thought into branding. Our previous name was pretty literal. We wanted to take time during the pre-launch to create a memorable brand. We were looking for a creative name that reflected our personality and technology.

SOLUTION

What was the scope of their involvement?

We wanted to rebrand the company and renamed our primary product. They started out by providing a workbook for the ten people who were going to help decide on the name. The workbook included questions that helped us get a sense of who we are and what we’re doing. Some questions asked us to identify what we brought to the market, while others asked if our company was an animal, what kind of animal it would be.

Right away, they gave us a ton of naming options and we talked through what we liked. Every time we met, we went through the names we liked and they introduced new names. They explained each name, what it meant, and how they came up with it. As we discussed what we liked, they incorporated our feedback.

By the end of the project, we narrowed it down to five names. As a result, we were able to select one for the company name and another for the product that we all loved. Zinzin definitely brought us together around a single idea.

What is the team composition?

Jay (CEO & Creative Director) was my primary point of contact, but Martin (Creative Director) was also on every call.

How did you come to work with Zinzin?

I Googled naming companies for the biotechnology industry and Zinzin came up in a few articles. I also appreciated that they were local to us.

How much have you invested with them?

We spent about $49,000.

What is the status of this engagement?

Our first meeting was in early August 2020 and we wrapped up a few weeks later in September.

RESULTS & FEEDBACK

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

We’ve had a great reaction from the stakeholders we’ve dealt with so far. We’ve received really positive feedback from our CEO and board of directors. Potential new investors thought it was a really cool name too.

The name is evocative enough that people have asked about it. We put out a press release and one of the reporters I spoke with specifically asked what our name meant. I was able to explain how we chose our name because we worked with Zinzin. That question also gave us an opportunity to explain our vision for the company, which was a really great win for us.

How did Zinzin perform from a project management standpoint?

At the beginning of the project, we set a schedule that included when we would meet and when they would deliver new names. They stuck to the schedule perfectly. They always sent us an agenda of what we would talk about the day before a meeting and a list of new names so we would have time to mull them over. Usually, they sent us an email that summarized what we discussed the night after we held our meeting.

If we weren’t working remotely because of COVID-19, we would have met in person but we did it all by Zoom and it worked out pretty well. They definitely  kept us on track

What did you find most impressive about them?

I was impressed because they really got a sense of our company, what we were trying to do, and who our customers are. I sent them articles to give them background information on our company and they clearly studied them. That really shone through in all of our conversations.

They got everybody on my team involved in the process. Even people who thought the name wasn’t a big deal became very invested because Zinzin incorporated their ideas.

Are there any areas they could improve?

There was nothing I thought they needed to improve on.

Do you have any advice for potential customers?

Don’t be shy about giving them information because the more they understand about your company and the more in tune you are, the better the easier it will be for them to find a name that you’re looking for.  

BACKGROUND

Introduce your business and what you do there.

I’m the founder of a brand consultancy. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We were trying to rename an association that was part of the Facebook family but is now independent. 

SOLUTION

What was the scope of their involvement?

They provided a strategy for understanding the naming challenge, undertaking an initial round of developing possible names as well as conducting trademark and intellectual property searches. In the end, they got us to a point where we had a shortlist of names. 

To do this, our teams collaborated on the research. They showed a lot of initiative around understanding the competitive landscape. They had experience working within this space, so that came in handy. 

What is the team composition?

We worked with four people at maximum: Jay (Founder & Creative Director), two strategists, and an analyst.

How did you come to work with Zinzin?

Their team had worked with Facebook in the past and had a strong relationship with them. They had an excellent track record in this space and were one of the fastest, most responsive partner options that we had. It was clear from the start that they were collaborative and good at taking feedback. They were chosen because they had done so well in the past.  

What is the status of this engagement?

We worked together from July–September 2020.

RESULTS & FEEDBACK

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

Throughout the process, we had three distinct changes in direction. Their team was very responsive to all changes, understanding the problem well from start to finish. They’re creative as well, often over-creating to explore many different territories and options. We found them to be very responsive to feedback–they wanted to bring us to a strong conclusion.

How did Zinzin perform from a project management standpoint?

It was great fun working with them. We could always collaborate on goals, giving comments back and forth. There wasn’t a moment that we felt like there wasn’t a seamless collaboration. They used Zoom and shared documents to stay in communication with us. 

What did you find most impressive about them?

They don’t overcomplicate situations and ask great questions to understand the identity of their partner organization. Their team handles a lot of research and discovery upfront, which makes the rest of the project easier. Additionally, they’re fun to work with. Despite tight deadlines and big presentations, they make it very easy for clients to meet their goals. There were no surprises, and they are so reliable that they feel like part of the team. 

Are there any areas they could improve?

They were a breath of fresh air for me. I can’t think of anything for them to improve upon. They approach projects in a very clever, authentic way without compromising on their flexibility. We worked as one great team. 

Do you have any advice for potential customers?

Think about your brief and get ready for some strong questions from their team. You couldn’t have a better partner on deck for a complex, tricky renaming process.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing and brand for an online business school. We’re a highly selective global online business school.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

Our company was originally a learn something new every day type platform, but over time, we added business courses, and recently became an accredited MBA program. As our products evolved, our old name didn’t align with what we were offering and didn’t convey our prestige. We needed a name that was more in line with the product we provide.

SOLUTION

What was the scope of their involvement?

Over the first few weeks, we went through our strategy and what our student body was looking for. We needed a name that sounded legitimate. At the same time, we didn’t want to replicate other programs because we wanted to be authentic and focus on being future-forward.

They did a competitive analysis to understand what we were up against to make sure we stood out. Then they did some research to understand what a potential MBA student is looking for in a program. They did stakeholder interviews as well.

Then they compiled proof of concept names to make sure we were aligned across the team. Then we went through an iterative process to narrow down the name. After defining our strategy, they delivered a variety of names that could work for us.

What is the team composition?

We’re working with three of them and communicate directly with a project manager.

How did you come to work with Zinzin?

I believe our CEO found them online.

How much have you invested with them?

We spent between $20,000–$40,000.

What is the status of this engagement?

We started working together in July 2018 and we wrapped up the first part of the project in January 2019.

RESULTS & FEEDBACK

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

Their work was pivotal in helping us understand our own strategy and determine what our options were. Shortly after our engagement with them, we decided on a name.

Students in our program are proud to put our name on their LinkedIn profile and resume. We’ve also seen an increase in applications when we changed our name and became accredited.

How did Zinzin perform from a project management standpoint?

They’re very easy to communicate with. They listened to our feedback, but pushed back and asked questions if something didn’t make sense to them. They were very strategic and their input was very valuable.

What did you find most impressive about them?

They have a lot of experience and their approach is very strategic. They’re all very smart and can understand both the tech and education space we’re in.  As a result, they understood our audience and delivered creative ideas.

Are there any areas they could improve?

Not really; we were pleased with how everything went.

Do you have any advice for potential customers?

Even if you feel like you’re not sure you’re ready to work with them, they can still be very helpful. They helped us align on a branding approach and flesh out those ideas. We leaned on their branding expertise to guide our process. Working with them early on in the process really allows you to take advantage of their skillsets.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of product marketing, content marketing, and pricing at Datasite. We are a mergers and acquisitions lifecycle software provider.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Zinzin?

We needed to look at whether our product naming architecture made sense given where we were heading. We had a legal name change, and from there we had a slew of brand element changes that were required.

Our company name was more or less predetermined, but we had huge challenges in how we would structure our naming architecture.

SOLUTION

What was the scope of their involvement?

Zinzin took us through a process to help us determine what our new names would be. Along the way, they offered tons of suggestions, including some that we picked. It was a highly collaborative process.

In addition to helping us think about the names, they thought about whether the names were legally available and if the domain was available as well.

What is the team composition?

We worked with the CEO, who handled the navigation through the project, and the Co-Founder, who did more of the research. They also had teammates other working behind the scenes.

How did you come to work with Zinzin?

After doing extensive online research combined with reference research, I came across Zinzin. I also looked at a couple of other vendors as well. What stood out to me about them was their name and their timely turnaround.

With other vendors, getting a hold of them was quite difficult. It was also hard to figure out who would be a part of the initial team and when we would get going. When I reached out to Zinzin, they immediately asked me to set up a time to meet and they asked me logistical questions.

We had a business-like, pragmatic discussion before they even quoted me the price. This made me feel comfortable about moving forward with them.

How much have you invested with them?

We spent $25,000. We asked them to reduce the price point because we didn’t need them to do the upfront work that they usually do, and they reduced it. However, during the course of the project, we asked them to do more work, so we ended up at the initially-quoted price.

What is the status of this engagement?

I reached out to them in mid-November 2019. We asked them to do a 2-week cycle and we were on track, but then we had to slow some things down on our end. So, we ended up completing it in a 4-week cycle, which meant the project was completed in December 2019.

RESULTS & FEEDBACK

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

We’re happy with the amount that we spent for the results that we got. The biggest measurement of success was that our sellers were able to quickly navigate the various propositions just by knowing the names. The changeover from old naming to new naming was simple. 

I had to do much less work in terms of introducing the new names than I expected, which was nice. They took a methodical approach from understanding the problem to solving our needs. Additionally, they supported us in our lack of technical branding and naming understanding. 

How did Zinzin perform from a project management standpoint?

We needed the project done quicker than their usual 4–6-week timeframe and they were able to accelerate the process to make it work for us. Their project management was good, and they were always available.

If there were any cost implications involved with them doing work that was outside of their scope, they communicated it very clearly. The team met their deadlines, and they were clear about what they would be doing and when they would be doing it.

We communicated virtually via teleconferencing. Zinzin would send out their findings before the call, allowing us to read the recommendations. We would then go through them during the call and provide them with feedback. The meetings weren’t timebound, so if we went over the allotted time, it was never a problem.

What did you find most impressive about them?

What I liked about how Zinzin operated is that they didn’t give us the actual name, they gave us a process to help us figure it out. The ease of starting the project with them, their turnaround speed, and the quality of their advice were impressive. 

Are there any areas they could improve?

There was maybe a little too much reliance on virtual tools. For example, we should’ve done video conferencing, but we only did teleconferencing. 

We also would’ve appreciated physical collaboration tools. However, because we had a compressed timeline, it may have been unnecessary to add that extra administrative step.

Do you have any advice for potential customers?

Be clear about your requirements, and be open to their advice about adjusting those requirements before you sign anything. Additionally, work within Zinzin’s timeframe, and embrace the journey. 

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.

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.

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.