Siemens

How do you find or invent a name for a new project? Creativity and good technique are both a part of the answer. Product names have to sit well with pre-existing nomenclature, elicit positive associations and help the client get to grips with the item. A large international company like Siemens naturally has a raft of regulations governing the naming of new products, but to transform their compendium of guidelines into a simple, well structured and practical naming system, the company turned to our advisory team. Working closely with Siemens' branding division and various Siemens marketing units, we created a naming model that unified and reduced the number – and, incidentally, cost – of product names considerably. Process also advises Siemens on new naming and positioning briefs for a wide range of product portfolios.