The Challenge:
American Airlines was the first to conduct any sort of customer loyalty program. Their first idea was to offer a line of luggage and other branded merchandise as rewards to frequent flyers. Needed: a name for this line of luggage that would tie in to American Airlines with a nod to the benefits of flying American.

 

 

Success:
AADVANTAGE® (with the double "A" presentation) was so well received beyond the luggage product that American Airlines soon adopted the name AAdvantage® for its frequent flyer program - now the largest airline incentive program in the world.

 

 

The Challenge:
Bic was introducing a new razor with twin blades, twin strips of moisturizers and a soft-feel handle for better control. The shaver is for both men and women so the name needed to be genderless. Bic called upon namebase® to develop a descriptive yet own-able name.

 

 

Success:
Namebase® came up with SOFTWIN® to directly communicate the benefits of this shaver. It says: "soft" for the handle and "soft" for your face with moisturizer; "twin" for the dual blades and dual strips. Plus it says you'll "win" with SOFTWIN®!

 

 

The Challenge:
Snapple was enjoying great success in the single-serve beverage category.
Coca-Cola, with deeper distribution channels, saw an opportunity to take on Snapple and capture some market share. They had the formulation; all they needed was a name snappier than "Snapple".

 

 

Success:
FRUITOPIA® was born. The coined word was wildly appealing to a young demographic, and Fruitopia® went on to become a great international success for Coke.

 

 

The Challenge:
Columbia Labs makes fertility enhancing products with unique delivery systems. With two new drugs in the pipeline; one for women one for men, they called upon namebase® .The Charge: develop effective and communicative names that have the right tone of efficacy and approachability for both physicians and patients in a Direct-To-Consumer campaign.

 

 

Success:
Being mindful of FDA claim regulations , we created PROCHIEVE® for the feminine fertility product. Combining "Pro" for progesterone and "Chieve" for "Achieve" (pregnancy) the product passed FDA scrutiny with flying colors.
For the men's fertility enhancing product namebase® created the masculine sounding STRIANT®–chosen for its strong , fast, efficacious tone. STRIANT® also received FDA approval and is now prescribed by fertility specialists everywhere.

 

 

The Challenge:
IBM was wrestling with a tough positioning question regarding its new business solutions software: should the focus be placed on the aspect of "security" or on the "universal, open-access" benefits of the product?

 

 

Success:
IBM came to namebase® for names that speak primarily to the dynamic adaptability of the software. We created the name WEBSPHERE®, which now serves as an umbrella for an entire family of integration and application infrastructure products.

 

 

The Challenge:
Specialty Brands (now Windsor Foods) was introducing a line of frozen Mexican entrees and needed a catchy name for a product that appeals to Moms as an alternate choice for meals. They called on namebase® to develop a name that was distinctly Mexican but nothing that was too "foreign" or "exotic" in tone.

 

 

Success:
Friendly, Mexican and Approachable. That's JOSÉ OLÉ® ! We came up with the idea of personifying the brand . Much in the same way that Betty Crocker put a friendly face on baked goods, JOSÉ OLÉ® encourages Moms all over America to try "Great Food With An Accent!"

 

 

The Challenge:
Kia needed a name for its 2003 SUV. The vehicle is rugged yet refined and appeals to a wide but mostly male demographic. And, the name must work for an international audience.

 

 

Success:
Namebase® created SORENTO®. The brand name rolls off the tongue with strong, masculine phonetics and a ring of Italian styling and performance. KMC then decided to drop an "r" (from Sorrento) for thee reasons: 1. to add distance from place, 2. to save badge space 3. to make the name that much more ownable. SORENTO® has become one of KIA's best selling vehicles - doubling sales yearly.

 

 

The Challenge:
Kia was making its 2003 super-mini concept car a production reality. This vehicle is small, smart, and a great performer. Recently, Kia has insisted on names that have a global appeal, rather than having to change model names for various international markets.

 

 

Success:
PICANTO was born– exuding personality. This spicy name created by namebase® is perfect for a car that is so cool, it's hot! In keeping with the namebase® -designed nomenclature system of masculine endings (i.e. Sorento, Rio, Rondo, Picanto), PICANTO brings cohesiveness to the Kia brand family and possesses just the right flavor for the European super-mini market. PICANTO has surpassed Kia's most optimistic sales projections in the last two years.

 

 

The Challenge:
Kia was introducing a new 7 passenger mini-minivan to compete with Mazda 5 et al. Kia came to namebase® in search of an exciting, personable yet up-market name.

 

 

Success:
"I get around in my RONDO!" This evocative name from namebase® phonetically suggests wide-open spaces and performance. The musical term Rondo (from French rondeau) lends an air of sophisticated refinement while maintaining an approachable tone.

 

 

The Challenge:
Kofax OTR scanning software is used by the US Postal Service, FedEx, most major banks and just about everybody else who's moving toward paperless office. They came to namebase® with a new scanning product that needed a sharp, communicative, and accessible name.

 

 

Success:
Namebase® came up with CAPIO®, Latin for capture. The name is phonetically bright; the "i/o" ending has references to "digital in/out"; is diminutive in tone as it evokes a friendly approachable personality.

 

 

The Challenge:
Drinking a beer is a tactile, one-on-one experience. You hold the can or bottle in your hand like a friend. With the package driving the branding, Molson of Canada was introducing a potent new brew in small (250ml) cans. They called on namebase® to come up with a short, punchy name for this short, punchy product.

 

 

Success:
COLD SHOTS® provided all the energy needed to convey the high alcohol content in the small size cans.

 

 

The Challenge:
Nature Made came to namebase® to name 5 new vitamin supplements.
Our client said: "Get as creative as you want –as long as the names say what the products are and what they do. Consumers must immediately get it.."

 

 

Success:
Keeping FDA claim regulations in mind, namebase® created DIET WISE® for smart dieting, GARLIFE® with the cardio benefits of garlic, CRANASSURE® for maintaining UT health with cranberries, STRESS-EZE® for relaxing but not sleeping, and TRIMUNE® with three different immune enhancers.

 

 

The Challenge:
Procter and Gamble, Pampers Brand, was offering a new disposable bib product. The name needed to be fun and catchy - to stand out in the already colorful baby product aisle.

 

 

Success:
The name BIBSTERS® is exciting, memorable, and right on target. BIBSTERS® says what it is-in a cute way, which is appealing to busy parents who appreciate a more manageable mealtime with the babester.

 

 

The Challenge:
Procter and Gamble needed a name for a new dishwashing product that eliminates the need for pre-rinsing. (You can literally put a meatloaf in the dishwasher!) The goal: extend the Cascade brand by communicating the total cleansing action of this new product.

 

 

Success:
namebase® created CASCADE COMPLETE. Conveying "total" cleaning action, the name extends the Cascade line with phonetic aplomb. Procter and Gamble has since applied the "Complete" extension sub-brand to its Dawn, Dial and Crest brands as well.

 

 

The Challenge:
Shell planned to spin-off off its multi-billion dollar LPG division in 2007 and needed a name for the new company – one that would resonate with consumers from all over the world. They called upon namebase® to create a global branding strategy and architecture– then test the potential names for the new entity with audiences from around the world.

 

 

Success:
namebase® developed 10 potential name candidates-all available worldwide- for the new company. Each name candidate carries associations of convenience and of the environmental-friendly aspect of LP Gas. We also developed a strategy and architecture for each candidate.
Namebase® used its proprietary Focuscore® online survey system to test the names with Shell employees worldwide.

 

 

The Challenge:
With Spdrs, and iShares dominating the Exchange Traded Funds, State Street Global Advisors saw an opportunity to create their own ETF product. They called on namebase® to develop the perfect name.

 

 

Success:
We wanted to create a name that had a good tie-in with State Street, one that communicates "tracking" a particular index. Our solution was StreetTRACKS® and StreetTRACKS Goldshares™ which have gone on to become leading investor tools.

 

 

The Challenge:
Suzuki Motors needed a brand name for its 2004 premium compact. The stylish body by Pininfarina gives the vehicle its Italian presence.

 

 

Success:
FORENZA®, coined by namebase®, was chosen to convey the personality of the car and to create symmetry within the Suzuki model line-up which features another Italian designed, namebase® named model: the Verona®. The rhythm of the name [fo-REN-za] is wonderfully onomatopoeic, suggesting the sound of an engine revving.

 

 

The Challenge:
Suzuki needed a brand name for its new 2004 mid-sized sedan. Loaded with style, interior room and amenities, the car called for a name with a premium tone. This model is designed by Italdesign in Turin, Italy and has a distinctive European flair.

 

 

Success:
VERONA® was chosen to convey the upscale personality of the car and to create symmetry within the model line-up which features another new Italian designed model, the Forenza, also named by namebase®. Verona, a city known for its illustrious history - the setting of Romeo and Juliet, the vacation spot of Caesar - was the perfect name for a car with a focus on sophistication and luxury.

 

 

The Challenge:
When Cross, a fledgling ATM manufacturer received a trademark challenge from Cross Pens, they came to namebase® for a complete re-branding. The Charge: Coin a completely new name for the company that communicates, in broad strokes, what the company is all about.

 

 

Success:
Namebase® created TRANAX®. It says "transactions" and does it with sharp, precise phonetics that impart speed and reliability to the name. TRANAX® has gone on to become a worldwide leader in free-standing ATM kiosks.

 

 

The Challenge:
Tropicana Smoothie sales were sagging under the weight of an apparent disconnect between the Tropicana brand and dairy products. They needed a new name that would communicate the new non-dairy recipe.

 

 

Success:
In many cases, consumer packaged goods get only one chance to speak to the customer: from the shelf. Consumers must know immediately what the product is and why they should pick it up.
Namebase® took the 'moo' out of smoothie! We helped Tropicana explore evocative and fanciful names. We thought the best solution was to just say what it is: Tropicana FRUIT SMOOTHIES. Through the use of namebase®-inspired package design and a descriptive name, Tropicana is back in the smoothie business, stronger than ever.

 

 

The Challenge:
iSky was launching (literally!) a new satellite broadband ISP service. Capable of bringing internet service to just about anyone anywhere. They asked namebase to develop an exciting new name for the service and dish.

 

 

Success:
Namebase®, inspired by the Air Force song "Off we go into the Wild Blue Yonder..." came up with WILDBLUE® and its far-reaching and expansive connotations. You can spot WILDBLUE® dishes at work as business enterprise ISP solutions and on many homes especially in rural, areas of the country who, until WILDBLUE® came along had no broadband access to the internet.

 

 

The Challenge:
College students, as current and future consumers, are a force to be reckoned with. What better place to advertise to them than an exciting portal – built on the College Club model – with an emphasis on extreme sports.
Needed: A great name capable of becoming a compelling college brand.

 

 

Success:
namebase® created ZILO® for its slight irreverence, its sharp phonetics and its youthful appeal. ZILO.com, conceived in booming 1999/2000 goes on to survive as the most successful Online College Network.