Previous Projects
Here are just a few of our naming success stories we would like to share:
If you’ve been in Best Buy lately you’ve seen two lines of products we named
for them. Televisions, DVD players and other technology products were
branded as Dynex™ by The Naming Company. The house brand innit™ was also
created by us for the Best Buy line of cases and accessories. The Maine
Credit Union League came to us with a naming problem. Their long name had
become abbreviated as MECUL, which was meaningless and had an unpleasant
sound to it. We changed their name to Synergent™ because of the intelligent
synergies they provided to their members.
Ross Products, makers of Ensure™, Glucerna™, Pedialite™, and other
nutritional and dietary products, developed a protein-rich breakfast bar
that can be warmed in the microwave. But what to call it? The Naming Company
recommended Warm-Ups™ and the product should be in stores soon. Viacom
acquired The Nashville Network and decided to base it in New York, rather
than Nashville. The new TNN would still have a mostly male audience, but it
would focus more on wrestling and less on country music. The Naming Company
suggested Spike TV™ as a name that sounds masculine without limiting the
kind of programming the channel presents. Tiffany Computer Systems was an IT
staffing company with an identity crisis. Their original name sounded dated
and frivolous, and sent the wrong message. We re-christened the company
Versatech because of their versatility in computer technology. Vycom makes a
sturdy, high-quality vinyl trim used as a replacement for wood in
non-stress-bearing applications. It was tentatively called TrimTec but that
name was too similar to competitor’s product. We looked for a name that
would be very distinctive and completely meaningless, such as Trex, Corian
and Tyvek. We called the product AZEK not only for the uniqueness of the
name but because of the apparent stability of the letterforms. MidCon Corp
was well-established as an industrial energy company. But when they started
a retail business unit they needed a new name. We named the company mc2
because it is associated with energy (E=mc2) and because it echoed the
initials of the parent company.
