Tyco Electronics Naming Project
Product Naming / Brand positioning / Brand messaging / Interactive presentation / Collateral / Copywriting
RainCastle named and branded a new telecommunications device and software that marries the immediacy of push to talk devices with some of the features inherent in smart phones, in order to provide a versatile new tool for “Team Communications.”
The differentiated brand identity RainCastle provided began with an extensive international product naming process that yielded the name “BeOn.” This name works on two complimentary levels. First, it suggests the inherent quality and reliability of a mobile device that is “always on,” which is not a claim all competitors are prepared to make. BeOn then works on a benefit level as part of a campaign of branded phrases RainCastle created including BeOn Call, BeOn Site, BeOn Time, BeOn Target, etc.
Our subsequent BeOn marketing program utilized the new BeOn vocabulary to represent the power of the brand and all the benefits that accrue to both the telecommunications carrier and the end-user. To see the expanded story, click here.
Novanta Naming Project
Renaming / Rebranding a global house of brands
Working collaboratively with the client, we conducted a naming exercise to develop a new moniker that captured the company’s essence: innovative and intensely focused on customer success. We arrived at “Novanta”—drawing on the root words “Innovation” and “Advantage.”
To bring the rebrand to life, we designed a bold new logo and visual system. We also updated the company’s brand positioning and messaging to better attract investors and create an environment to attract highly skilled employees. This culminated in the tagline, “Innovations that Matter.”
To view extended case study click here.
The Haven Naming Project
Renaming and rebranding a Country Club
The Mt. Pleasant Country Club in central Massachusetts came to RainCastle to rebrand and rename the facility based on the goals of new management. In order to craft the new name, we first engaged in a branding exercise consisting of a positioning statement, elevator statement and assessment of core values.
The following positioning was the conceptual template we created, from which we began the renaming of the club.
“The Haven Country Club is the most family-friendly, private club in central Massachusetts. It is dedicated to providing its members, their families and guests with a universally playable, carefully restored and maintained golf course and superior golf-oriented programs, services and social events. The Haven is privately-owned, and management is always visible and accessible, taking a genuine interest in each and every member’s experience. Through regular communications and club improvements, members feel pride and loyalty.”
What sprung from this statement, and our many interviews with members, was the idea that this club was a home away from home, a refuge from the stresses of everyday life. After presenting a broad variety of options, Mt. Pleasant management settled on “The Haven,” for its new name, as it expressed the essence of the member experience. The logo we created featuring the elegant pine cone graphic, provides a rich sense of the physical landscape.
Center for Health Information & Analysis (CHIA)
Creating a name, brand and website promoting healthcare transparency for the state of Massachusetts
Building the Brand, Creating the Name
Our ultimate assignment was to build a consumer healthcare transparency website for the state of Massachusetts. Because nothing like this existed, we started by developing a comprehensive brand and messaging strategy, beginning with a landscape analysis of the marketplace and culminating with a Strategic Brief outlining the audience-specific imperatives.
Next, we put a face on the brand. This began with creating a name that would be suggestive of the experience and value one would get from the site.
The essence of the website’s content is information regarding the relative costs of medical procedures from different providers across the state, as well as quality measures related to the medical procedures such that consumers have the basis for judgment on the relationship between cost and quality.
In one hybrid name, CompareCare, we were able to convey the essence of the website’s mission. To view the expanded case study, click here.
21st Century Benefit Advisors Naming Project
Renaming a Benefits Advisory Service
21st Century Benefit Advisors came to RainCastle seeking a contemporary name that would appeal to the next generation of employees. Since this goal constituted a rebranding, we began the naming process by developing the following a positioning statement from which we could begin a focused naming process.
21st Century Benefit Advisors provides customized benefits solutions tailored to the specific needs of a young mobile workforce within leading edge technology organizations. Unlike traditional benefits brokers/consultants, our unique creative problem-solving delivers benefit programs that attract and retain top talent and guarantee a positive ROI, thus making our clients more competitive.
Built into the positioning statement were all the attributes we needed to touch upon for the new name. This resulted in Beneverse, a hybrid name consisting of “Benefits” and “Universe.” The feeling this evoked was one of limitless capabilities and possibilities, sentiments very appealing to their target audience.
GI Supply Naming Project
Renaming a medical device
GI Supply manufactures products that are used around the world by gastroenterologists and colorectal surgeons. They came to RainCastle, based on work we’d done for them on their brand and website, with the challenge of naming a new product for Paracentesis, a procedure for removing fluid from the peritoneal cavity in the abdomen, most commonly used for patients suffering from Cirrhosis.
The key audience was Gastroenterologists and by extension, patients. Our approach was to break the naming into categories relevant to the procedure and patient experience and craft a selection of names for each. These categories included:
- Clean names
- Ease-of-Use Names
- Quality Names
- Speed names
- Uplifting Names
The end result was “Renova,” which translates from Latin to “renew,” the essence of what the product does for the patient—an intuitive, positive and benefit-oriented solution. The full name became the “RenovaRP® Paracentesis Management System.”
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