Challenge: Name a comic book shop.
Strategy: Relate to those strange people that read comic books- and collect them, in language that they all know.
Why It Worked: If you read Marvel comics at all in the Silver Age, you’d recognize the line, Welcome, fearless reader, as we embark upon… (thanks Stan Lee). Knowing your clients product well is a competitive edge in naming.
Challenge: Selling intangibles, especially training is difficult. Take two corporate trainers who work on changing customer experience and turn them into a brand.
Strategy: If you had perfect employees, who did everything right, with grace and courtesy and smarts- you’d say they had experience. This brand delivers that factor to your entire staff.
Why It Worked: If you choose between candidates, experience comes into play. If you are looking for consultants to build your business- wouldn’t you want “The Experience Factor” on the job?
Challenge: Hockey coaches are a commodity product, we had to differentiate and add value to a Stanley Cup owner’s brand.
Strategy: Not too many former defensemen spend 2 years in Japan coaching hockey. Don MacAdam did. With his mastery of hockey strategy and a bit of oriental history we combined the two.
Why it Worked: Google loves unique names. We love meaning. Put them together and you get a bad ass hockey master. Skate grasshopper, faster…