Naming
Naming strategy: Why a name alone isn’t enough.
Using Kermi as an example, this blog post explains why successful product names never develop in isolation. Instead of individual names, a technological idea and clear positioning led to the development of a consistent naming system with a strategic function. The post illustrates how naming architecture provides direction, supports market entry, and enables long-term brand development.
The Darco Naming-Story
This podcast episode featuring Christina Bastl and Matthias Hain demonstrates how a traditional, function-driven briefing can evolve into a strong brand name. The article explains why technical product lists rarely result in strong name and how shifting the focus toward emotion, association, and impact makes all the difference. Using Movilo as an example, it becomes clear how naming processes are structured, validated, and successfully transformed into a standalone product brand.
