Project Details

  • Brand Positioning
  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Domain Name Acquisition

Creating a name for a sales training company

Metaphors often make for great brand names, but sometimes they miss the mark. That was the case with Pipeline-Management, a sales training company that attempted to convey their mission in their name. In this case their metaphor was taken literally, and potential customer thought they were in the pipeline or oil business. That’s why company branding is not just a case of follow the leader and imitate what others do. Amazon worked for the big online seller because no one confused the company with the river. To stop the outflow of potential customers and raise awareness of their core attribute (revenue generation) we went with an invented/coined naming strategy, and dubbed them Revecent. The name was a combination of Revenue and the “ent” of intelligent, diligent and magnificent.