Project Details

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

Creating a name for a complete line of pet products

One of our favorite naming strategies is the “evergreen” or “perennial” approach to branding. Rather than starting with a coined/blank slate name, with no inherent meaning, we choose words that capture the essence of the brand -- words that come pre-imbued with positive meaning. In this case the client wanted a timeless name that could evolve as they grew. They specialized in dog training courses and dog training toys. Their previous name, TripleCrown, conjured up images of horses and horse racing. To avoid this misleading association, we focused on the outcomes they provide, e.g. high quality goods, the gold standard, the mark of excellence, star pupils, shining product reviews, etc. These end benefits never tire, wear out or become obsolete and outdated. The name would also work if they expanded to other pets, or other product lines. This product line now fills entire rows of national pet chains and continues to showcase their brilliance.