Origin Brand Consultantswww.originbranding.com

Nam

e development

Name development

Origin Brand Consultants has a wealth of experience developing corporate, product and service names from hi-tech to FMCG, from automotive to pharmaceutical. We recognise developing a brand identity that communicates your brand message, ensures differentiation and clears the relevant trademark screening and regulatory checks can be a challenging task. Our proven naming process has been built on creativity, flexibility and a strong understanding of all the issues and challenges surrounding the registration of a new identity, irrespective of geographical or business area. Our brand naming process is comprised of:

• Name generation

• Trademark pre-screen and availability screening

• Linguistic and cultural acceptability screening

• Name validation (name testing with target audience)

• Script and safety testing for pharmaceutical and medical product projects

GreenVistaDuPont asked Origin to develop an umbrella brand name for the market segment that oversees global activities in the garden products arena. DuPont GreenVista was chosen both for its reference to the product arena and the suggestion of a broad range of product offerings and flexible outlook.

PrezistaOrigin created the name PREZISTA for Tibotec, a division

of Johnson & Johnson. Prezista is a new HIV protease inhibitor which received fast-track approval by the FDA.

PlentyFollowing the purchase of Bounty from P&G, SCA required a new name and logo to replace the existing name and design in the UK and areas of Europe. Plenty builds on the Bounty equity whilst communicating versatility and increased performance.

Brand design

Developing and maintaining a strong visual identity is now recognised as a key requirement in creating a distinctive brand. Your visual identity is reinforced in every single piece of communication you produce. Each piece should reflect and enhance your image according to your vision and future objectives.

Origin offers fresh and creative ideas/concepts for new introductions (corporate, product, service) and also offers refinement and modernisation to existing logos and word marks.

Our brand design capabilities include:

• Identity creation and visual development

• Internal and external communications material

• Brand and corporate guidelines

• Packaging design

• Print and web review assessment

• Logo assessment and modernisation

Brand design

PosidormAlliance Pharmaceuticals asked Origin to develop a name and logo for their new brand of melatonin. Melatonin regulates circadian rhythm and promotes better sleep in a wide variety of sleep disorders. Posidorm combines elements of ‘positive’ and French, dormir (= to sleep.)

OnVuCiba Specialty Chemicals asked Origin to develop a brand identity

for a revolutionary Time Temperature Indicator (TTI) packaging technology. Emphasising simplicity and ease of visibility, the

brand OnVu communicates the technology’s immediate benefit to consumers (“true freshness at a glance”).

MoversaOrigin was asked to develop an identity for a new joint venture between Sony and NXP, to create the next generation of ‘contactless’ solutions. The name Moversa is derived from ‘more’, ‘movement’ and ‘versatility’, whilst the new logo is fresh and visually impactful, reinforcing the strengths of the combined enterprise.

Brand strategy and research

RoundupThe challenge facing Monsanto was to create and maintain differentiation in the minds of farmers and distributors between Monsanto’s Roundup brand and ‘me too’ competitive products. Primary research with end-users was conducted to ascertain brand perceptions. Origin developed a brand platform that outlined the brand characteristics and strategy that Monsanto needed to employ in order to create differentiation, minimise product confusion and move to a brand-centric approach in both verbal and visual terms.

Brand strategy and research

In today’s increasingly competitive markets, it is imperative to understand where your brand is positioned in relation to your competitors and the perception of your target audience. This is key to maintaining and leveraging your brand.

Assessing intangible assets is not an easy process. However, at Origin we provide an assessment methodology specifically designed to suit your individual requirements. We offer a simple process that can assess perceptions of the brand attributes, product/service performance and brand image as well as your target audience awareness, usage and expectations of you and your competitors.

Our brand strategy and research capabilities include:

• Brand awareness and perception studies

• Competitor comparisons

• Determining consumer requirements and usage

• Brand tracking studies

• Logo assessment and validation

• Brand architecture

TenaIn order that SCA’s Tena brand could grow, it was imperative to ensure it was still up-to-date with market expectations. SCA asked Origin to help develop guidelines for elements in Tena’s packaging design that would be shared by all packs, as well as determine specifications of possible designs for individual segments. Online interviews in Europe and USA were used to define brand awareness and validate potential new logos and packaging designs.

ArifloGSK had developed potential new logo designs for Ariflo, a treatment for respiratory disorders. Origin was asked to assess the impact of the logos

amongst primary physicians, as well as to determine GPs’ perceptions of the marketplace in order to provide pertinent information on brand positioning

and personality. Additionally, a targeted study amongst GSK employees was conducted to aid the buy-in

process of the new logo.

. . . some further case studies

AvictaBrand name and visual identity for a revolutionary nematicide seed treatment from Syngenta

InfineonCorporate identity forSiemens Semiconductors

Del MarBaldessarini men’s fragrancefrom Procter & Gamble

BluemotionNew range of ecologically friendly vehicles from VW

LatitudeA brand name forMonsanto’s fungicide tocombat wheat disease

Accu-Chek InformPortable blood glucose testing system for Roche Diagnostics

TibotecCorporate identity designfor a Johnson & Johnsoncompany

Magnum IntenseMagnum sub-brandfor Unilever

Shell Drivers ClubLoyalty scheme for

Shell fuel

Predator PulseSub-brand for the

adidas Predator range

PerfectDraftIn-home, draught beer

delivery system forInBev and Philips

targetneutralBP’s carbon

neutralisation schemefor road transport

NexperiaDigital video platform for

Philips Semiconductors

XX XYMen’s and women’s

fragrances from Procter & Gamble

LevitraErectile dysfunction drug

being co-marketed by Bayer and

GlaxoSmithKline

Lafarge Leica Camera

Merck & CoMerck Serono

MonsantoNestlé

NovartisNovo Nordisk

PfizerPhilips

Procter & GambleQuakerRenault

RocheSCA

ShellShire Pharmaceuticals

SiemensSolvay

SonySyngenta

TDKToshibaUnilever

VodafoneVolkswagen

adidasAirbusAlcatelAllerganAstellasAstraZenecaBASFBaxterBayerBayerScheringBDBPBraunBTCibaCoca-ColaDowDuPontEADSFerringGeneral MotorsGlaxoSmithKlineHoffmann-La RocheIntervetJohnson & JohnsonKraft Foods

UK Office: Bridge House, 72 Bridge Road, East Molesey, Surrey KT8 9HF Tel: +44(0)20 8941 5811 Fax: +44 (0)20 8941 0235

US Office: 200 Elm Street, Birmingham, MI 48009 Tel: +1 248 723 7833 Fax: +1 248 723 7836

Origin Brand Consultantswww.originbranding.com

Brand naming

Brand name generation

Tagline/brand statementdevelopment

Brand naming architecture

Brand design

Symbol/logotype development

Packaging design

Corporate communications

Identity guidelines

Brand strategy

Strategic brand analysis

Portfolio analysis

Brand extension/positioning

Visual brand evaluation

Brand market research

Brand equity/awareness studies

Name validation

Linguistic screening

Trademark/legal pre-screening