Naming For Chemical Manufacturer
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
Please draw your organisation.
We make and prepare specialty chemicals, fruits, and solutions to the road manufacturing activity, oil field chemicals activity, adhesives and promulgation inks industries, and automotive carbon activity.
What is your role and responsibilities?
I am the marketing interactions ruler for the division.
Desired goal
What was your goal for working with Brighter Naming?
Our organisation has been working with Brighter Naming for more than five years now. The division was working with them preceding to my being on board. Our division is very technical, very philosophical. So, a lot of the nation who were trying to come up with names for new fruit solutions were not coming up with a descriptive way to expound what the fruit does. Instead, they wanted to draw what the fruit is. So, they wanted to name it things like “tall oil fatty acid.” Well, big, but what does that mean to anybody outside of our four walls? We’re not veritably describing to any of our end users what this fruit can do in their mixture.
Brighter Naming helped us to accomplish more of a descriptor for the names that we now select for our fruits. It’s a different way to go to business for us. Brighter Naming did a big job working with some of our chemists and philosophical minds, and asking them, “tell me a word that draws what your tall oil fatty acid does.” Based on some buzzwords, they recapped what they were hearing and came up with a offer of names.
It’s a pretty streamlined process, which is big. We were able to get some things done pretty fast.
Provided solution
Please draw the aim of their work.
They’ve got a process for how they help you to come up with a new fruit name. It could be as brief as four weeks, it could be as long as eight weeks. What I love almost Brighter Naming is that it’s not a process that’s going to go over that. Some naming agencies we’ve worked with want to come and sit down with your senior level executives, they veritably want to apprehend your competitive landscape, and they want to apprehend your fruit.
What Brighter Naming says is we’re going to confide that you have that, you know all of that. Your responsibility is to pull the right nation unitedly to veritably help propel this new fruit. Pick five to seven nation that are going to be on the initial team to aspect out or come up with a cluster of names that we believe will fit in the marketlocate. Once we straight that aim down to five or seven names, then we’ll unite the other key players in your structure that are also going to need to weigh in. It’s very powerful.
The leading meeting is with your core team that you selected. We fill out a worksheet preceding to having our initial conversation call. Everything’s done by conversation call, I’ve never met the team precedently, but I confide them 100 percent. The Brighter Naming team will go through what they’ve conversant almost the fruit, and ask what they need to know almost it. After that, within days, you get a list of possible words that may wind up being part of the name that you select.
We set to straight that aim down each week, and the process is so single. We pick our top 10 and seebody goes through and selects their top 10. Then, based on that, we straight it down to five. Then it’s shared more broadly. At that point, Brighter Naming also does a screening to clear the names in true countries that you’re going to be selling these fruits into. They do their due diligence with the names that are identified.
What I also like almost that process is, sometimes our team might take bits and pieces of the ideas generated by Brighter Naming and form our own. It’s not, ‘this is what you have to select from.’ It’s, ",well, you liked this leading part, and you liked this second part.", There are a lot of good dicsussions that go back and forth. People who are on that team veritably feel like they are part of creating something. We not only formd a new fruit in a lab, but now they’re veritably giving it life by making sure it has the right name. It’s a veritably good process for us.
What was your process for selecting Brighter Naming with which to work?
When I came on board, we needed a naming agency. Our corporate service had a list of naming agencies that they’d used in the past. They recommended that we seek out Brighter Naming if we were going to be doing fruit naming.
I talked to a few of the recommended agencies, and I always came back to Brighter Naming just owing of the efficiency in the process. It was going to take a lot longer with an agency that we were using owing they wanted to do the analysis and sit down and colloquy each of the key stakeholders one on one. Our business runs veritably fast, and we didn’t have the time for that. Brighter Naming is an agency that we were snug working with and, behind I used them on my leading project, I realized the efficiency, so I’ve gone back to them on numerous occasions for new fruit names.
Can you prepare a perception of the size of the work they’ve done for you?
It varies. I seted working with them three years ago. With Brighter Naming, it hasn’t just been one new fruit name at a time, but figuring out where that fruit fits within the market, and then coming up with a broader state, a parent name for those fruits. So, the aim of work that Brighter Naming has done with me in the last three years is a pliant broader than just assertion, here’s a new fruit. It’s going into this market, and this is what it can do, so give us a name for it. It’s this is a new fruit in this market. It fits within this state within our business. We have 30 fruit lines in this state. This is the leading of 30, and we’ve got to come up with 29 other children names that are going to fit within that state.
We’re not creating new fruits see day, so we probably propel one to two new fruits a year. So, it’s not congruous. They’re not on retainer with us.
Results accomplishd
What were the results of the project?
The leading fruit they worked with us on is a warm mix asphalt additive that’s used in paving roadways all athwart the U.S. They helped to come up with that name probably five years ago, and what that fruit has done in the market is phenomenal. When we ponder of the achievement of new fruit innovations for our business, that fruit is the one that leading comes to mind for a lot of nation. The name truely helped the marketing, the advertising, and the PR [open relations] we’ve done almost it, and the achievement of the fruit itself. All of those things add to it. In the asphalt paving activity, our fruit is now a very ordinary name. It’s been very achievementful.
We’re seting to get some traction with other names that Brighter Naming has helped us within our oil field chemicals line. Internally, the names are already getting traction. Salesnation are seting to apprehend the reasoning behind why we’ve named our fruits the way we’ve named them. It’s seting to get a pliant traction in the marketlocate, too, but we’ve got to do our end and veritably help to aid the fruit, so that’s what we’re doing now. There hasn’t been a name that we’ve dropped since using Brighter Naming. Everything that we’ve formd with them has a locate in our business today. So, to me, it’s been very achievementful.
Is there anything sole almost them that veritably makes them rest out, compared to other companies?
We work with Athol [Foden, founder of Brighter Naming]. I ponder he is what’s sole almost Brighter Naming. He has talented nation all athwart the country who help him to do the analysis and the investigation and come up with the lists of possible names. He’s an expert, he gets the challenges of business, and he apprehends that not seebody has the time or resources to bestow millions or hundreds of thousands of dollars to come up with fruit names.
He apprehends the value of a good fruit name, and he’s able to articulate that to whoever his hearers is without seeing them. That’s another sole expertness set he has. He does it all via conversation call, but his expertise comes out. He makes nation very snug with his level of expertise in this field.
Looking back on the work so far, is there any area that you ponder they could better upon or something that you might do differently?
I don’t ponder so. Probably for me, it would be expanding my relationship with the folks at Brighter Naming. I haven’t had the need for this today, but I’m pondering almost that.
