There's naming, and then there's corporate naming.

Naming is naming, right? Wrong. There is a critical difference between naming a product and renaming a major public corporation. The problem is that many naming companies simply do not understand the difference.

The RiechesBaird approach to naming combines linguistic creativity with the discipline and knowledge of business strategy and marketing to deliver a strategic solution … a solution that supports both your business and marketing goals.

There is no “black box.” We have unmatched experience in guiding senior executive teams successfully through a measured and managed naming process.

We find names that are legally available, free from inappropriate linguistic associations and appealing to key target audiences; we develop taglines that add dimension and deep connection; we create entire brand narratives that tell your story powerfully and directly.

From start-ups and early stage companies to corporate spin-offs, mergers and strategic corporate rebranding, our naming and verbal strategy track record is extensive and impressive.

Early Stage

For a new category of financial products – we created a name that implies a new way to think about risk.

A play on the word "evoke", this name hints at the promise of realizing new commerce through self-expression.

 

New Entity

Introducing an Italian appliance brand in the US required a new name and story.

Centered around "Inventive Engineering," Brillia became the name associated with LED innovation.

 

A college becomes a university, leveraging the past but with a new name and clear vision.

A new furniture line where designers can apply their ideas and create customized products.

 

Repositioning

We renamed an established health benefits broker – to communicate the "new way" of doing business within a "broken healthcare system."

Learn how a name change can help drive a new business/brand strategy.

 

Parent Brand

See how the renaming of the parent corporation helped reduce confusion between it and its pure-play natural gas producer brand.

A parent brand for a house of brands – each utilizing a unique, exemplary manufacturing model.