Project Details

  • Brand Discovery
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Corporate Logo Design
  • Domain Name Acquisition

The Challenge:
Branding a promotional marketing and ad specialties company

Talk about a challenge! Here was a company that specialized in promoting other companies (embroidered shirts, company coffee mugs -- you name it). So their own name had to demonstrate they knew a thing or two about branding. So we went to work in search of that elusive "perfect name".

In essence, branding comes from leaving a "mark" or something memorable in the customer's mind. (Like branding a cow... ouch!) Combine the word "mark" with the dominating implications of "boss" and you have "BossMark", ruler of all things promotional. The client wanted to keep their existing tag line of "Extending Your Success" which seemed to fit fine with the new name. Now BossMark is making its mark in an industry of followers and wanna-bes.

This is another example of the type of name we call "Positive Connotations". It's a great way to borrow on the equity of two existing words, while combining them in a unique fashion. This often makes it possible to own the exact matching domain name (which in this case was just sitting there unregistered). Even though the words by themselves were common, the combination of them was unique.

This method is one of the smartest plays in naming. It allows you to have a reasonable sounding name (vs. a completely meaningless invented one) and still acquire the domain name at no extra charge. Admittedly, this is getting more and more difficult with time, but it can still be done. Other companies that have used paired words with positive connotations are StarBucks, Pier One, Jet Blue, Team Logic, and Gate Six; as well as product names such as Apple's PowerBook.

Unique combinations of positive words often produce brilliant names. So if you're ready to shine, just click here to turn on the power of Tungsten!