Name generation could hardly be more important than when it’s going to be for life, as anyone called Richard Head might tell you. Get it right and, well your sorted – get it wrong and you may find the playgound not such a fun environment. And so it was that Air was commissioned to carry out a name generation programme for newborn Baby X.
Born on 10.3.2010, weighing 7.75lbs, Baby X needed a name to carry it through his three score years and ten. As a boy it was clear that a masculine name would be preferable. His USP seemed to be about peer to peer communication with a particularly loud patch experienced typically between 9pm and midnight. So any soft gentle names wouldn’t sit well. Holding company, Tash&Al have committed to invest heavily in food and nappies for Baby X so his future looks secure for the time being. Other Tash&Al sub-brands Tom and Oliver occupy their own clearly defined brand space so distinct positioning would be needed – yet he should still be recognisable as having come from the same family.
Air tested many names alongside the client body. One of the favorites Al Jr III was considered a front runner for some time. However, when tested in a consultation meeting with the major family shareholders was met with the ‘over my dead body’ response. True to form Air set about the task using tried and tested multi-lingual and cultural name generation techniques. Profiling workshops with client group and wider organisation stakeholders were conducted and then a quantitative study was carried out on the shortlist of names with a select sample of client body organisation lynchpins.
The parent organisation were thrilled with the final recommendation of Edward – with the future abbreviation of Eddie considered to be likely. The oportunities for further evolution were clear with Ed, Ned, Ted all seen as potential brand refresh exercises. The name was seen to support Baby X’s values of Hungry, Loud, Intelligent, Creative, Athletic and Charming, (well we can all hope). The name clearly differentiates Baby X from the fraternal sub-brands, yet the retention of the parent organisation’s surname ensures all the brand equity benefits of an endorsed nomenclature system. The end result is that this name helps to capture a distinct market space which will allow Eddie to asset strip the parent organisation slowly over time, in an effective and efficient manner.
It was also the name the mother came up with – so that worked well!