5 Strategies for Compelling, Clickable Company Names A company’s name is monumentally important. It’s the first introduction customers get to the firm’s offerings, positioning and competitive advantage. But, as you’ll see with these company naming examples, many founders find themselves…
Naming
B2B Company Names Need to Work Hard In B2B, the company’s name is one of the first things a prospective customer sees or hears. In developing B2B names, the company should convey its purpose and distinctiveness to customers without requiring…
Global Naming Practices for Cosmetic Procedures We were recommended by a board member to a business that urgently needed three to five appealing product names that could be used in the US and Canada, and ideally, globally. The product was…
Organizational and product naming, particularly for B2B global entities, presents an interesting challenge. We’ve recently written about Ingredion signaling its strategic commitment with its name change. French food services and facilities management company Sodexo underwent a seemingly minor name change that has…
Ingredion Signals Its Strategic Commitment with Its Name On February 14th, Ingredion Incorporated CEO and Chairman Ilene Gordon addressed the Executive Club of Chicago and shared the story of how she has driven transformational growth for the company. Ingredion is a leading global ingredient…
It’s well known that B2C companies expend considerable effort on branding and naming, both for new products and for the company overall. In my experience, however, B2B companies often consider branding and naming as relatively unimportant and fail to consider…