Portfolio Naming
Strategic, consistent portfolio naming accelerates stakeholder understanding, and can make the difference between the success and failure of a product or service.Without intentional naming, portfolios drift into chaos: name proliferation, inconsistent logic or overlaps, and confused customers and sales people Our approach brings order, strategy, and alignment.
Portfolio naming is 90% strategy
Portfolio Names sit within an existing portfolio and are intended, in part or in full, to stretch perceptions, extend credibility, or reinforce equity of an existing brand. In Portfolio Naming, knowing the taxonomy and the brand perceptions your new offering needs to shift or expand is key.
Portfolio naming is as much a positioning exercise as it is a creative one. Knowing what category to signal, and how to frame or reframe your offering against competitors. Creating strategic rigor and identifying the right times to bring in key stakeholders for input and decision making is what drives positive naming outcomes.
What We Do
We bring a strategic approach to portfolio naming, designed for memorability, customer ease, legal viability, and strategic fit.
Namestorm
A Namestorm is a focused naming session designed to help teams quickly generate a list of potential names that align with a company’s strategic objectives. Best for descriptive names, it’s an efficient and cost-effective way to overcome the hurdle of naming when creativity and strategic alignment have hit a wall.
Naming strategy
We create the right strategy for portfolio naming, so you don’t end up with naming proliferation.
Portfolio name generation
Similar to our Creative Naming process, we typically recommend two rounds of name generation, one that goes broad and a second that goes deep in the selected territories. Two rounds helps manage stakeholder input and decision-making while still being able to stick the landing.