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In a marketplace full of big players with rather generic names — like MetLife, United, and EmblemHealth — Oscar took a different approach. By choosing a first name to represent the company, Oscar humanized its business, bringing a friendly, personal presence to an often cold and confusing industry, where customers frequently feel like numbers instead of people.
This move not only helped to differentiate Oscar from its more bureaucratic, opaque, and technical competitors, but also conveyed a sense of familiarity and confidence to its audiences from the get-go.
Before Amazon became a billion-dollar business, it was called Cadabra. A wide range of naming types and steps can help organizations ensure they land on an outcome that resonates with their audiences — both today and tomorrow. Familiarize yourself with the various categories a name can fit into, so you can decide which ones may be best for your organization. Brand names fall into three distinctive categories: 1 descriptive; 2 suggestive sometimes called evocative ; and 3 abstract sometimes called empty vessel.
Across these three categories, names can also feature various constructs. From acronyms that abbreviate long, formal names into pithy shorthand e. The most common types of brand name constructs are real words, composite, and invented.
But with that in mind, there are still a few core steps that can point you in the right direction. Historically a hardware company, VASCO was rebranding to help express its shift towards software and SaaS solutions — and recognized an opportunity to rename at the same time.
Apart from the strong awareness it had cultivated in the hardware space, VASCO was a predominantly neutral moniker. With the business changing its focus, a new name would serve as a strong statement to the marketplace and a clear signal to employees that VASCO was no longer the company it had been 20 years ago. And by focusing on this benefit instead of a specific product or service, the name was also broad enough to allow the company to grow and expand into new offerings.
After multiple rounds of internal voting, client validation testing, and legal trademark review, VASCO had the proof it needed to transform — and OneSpan was born. In brand naming, every project follows its own path. But solid knowledge of categories and constructs, and a greater understanding of the overall process, can lead to a rewarding and successful naming outcome.
To learn more about brand naming, contact us. She uses her love for language to create more compelling, engaging content for B2B businesses, helping them better connect with their audiences. In the past, B2B and B2C marketing existed on opposite ends of a spectrum.
Where B2C communications were casual and colloquial, B2B materials were formal and professional. Where B2C ads built a friendly rapport with their customers, B2B campaigns often adopted a more serious tone. A thoughtfully developed tagline can be a concise expression of a brand, an effective way to quickly communicate its unique value proposition. Too often, though, B2B taglines are formulaic and predictable. Brand Naming: An Art and a Science A stronger understanding of the naming process produces better results April 8, Brand Naming Helps Your Business Be its Best At its best, brand naming can help a company cultivate positive associations with clients and customers, and enable it to stand out from the competition.
Descriptive names are straightforward and functional — they clearly articulate what a product or company does using everyday language. Brands like General Motors and Bank of America are found in this group. Descriptive names allow customers to instantly understand what a business is all about — but this simplicity comes with a few downsides. Not only do these names tend to be lengthy and less than inspiring, they can also be limiting.
A name that describes the products or services you provide right now may not be flexible enough down the line, especially if you decide to expand that offering in the future. Suggestive names imply a benefit or tell a story about a business. Unlike descriptive names, suggestive names lean heavily on metaphors and analogies to help express the main idea behind a brand. Twitter is another classic that falls into this category, evoking the image of a flock of birds tweeting at one another to symbolize a social platform where news and opinions are shared by businesses and individuals alike.
However, their originality is a double-edged sword: Abstract names typically require a significantly higher marketing spend to establish new connotations around them. Whereas descriptive names speak for themselves, abstract names require more work — but their distinctiveness can pay off for the businesses who invest in them correctly. Because member liability is determined after a claim is processed, the EOB will clearly state the member's payment responsibility.
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