what's in a name?
One former client likes to introduce me as the "Razzles guy". Others know me for carving out a $6 billion market niche for Unisource Worldwide, including their business paper gigabrand, ECONOSOURCE, with one single product SKU surpassing $1 billion annually.
Having named hundreds of products and brands, I can say most of them have done very well. While writing for American Express, Barclays Bank and Chemical Bank, I learned that words often have as much impact on shaping a brand legend as logos and graphics. So brand identity can be just as much what you say as how you say it. The company name for CANDOR Consulting came from the immediate impression one of its founders made in our first meeting.
Re-branding often means you can't change the name. So it's done with a new look and a good line, maybe even owning a color. Software company Vivat went from resembling a relic of soviet industrial chic in gray and metallic blue to Vivat!, a nimble SaaS provider with impatient ideas, in lime green and bright orange. Think xpedx READY TO RUN. vs. Unisource. ONE SOURCE. MANY SOLUTIONS.
It was an RGB butterfly that brought TMM's video technology back to life with Better Pictures. Smaller Files. Sphinx remained unchanged through the millennia until we remodeled the timeless stationery symbol in cobalt blue. Can you picture Godiva in any color other than gold? Or Klondike wrapped in something other than silver?