An often daunting mix of creative, phonetic, cultural and legal challenges, effective naming requires more than just copywriting. It requires analysis of names already owned, competitive names, and brand nomenclature systems. It requires creating with words, word parts, and languages other than English. It requires verification and tests for market presence of the recommended names. Source/Inc. offers the detailed processes needed to evoke brand meaning through language.
GARDENEER
ARCHETYPES
ARTISAN
MEMBER'S MARK
Newell RubbermaidARTISAN®
A NEW NAME. A NEW VALUE PROPOSITION.
Despite its success under the Mirro®, WearEver® and Regal® brands, Newell Rubbermaid recognized their limitations to extend up-market into the heavily niched fine-cookware space. The portfolio needed a new brand to meet the opportunity.
Source/Inc.'s research and immersion analyses quickly uncovered more than just drivers of purchase in the category; they indicated the beginnings of the radical market shift toward artisanal cooking and baking that prevails today.
In response, we created the new Artisan brand name and identity, suggesting deeply seated heritage, hand crafting, and an air of category prominence that quickly propelled this newly minted brand into the realm of premium value and well out in front of an ascending value in the culture.
(ARTISAN IS A REGISTERED TRADEMARK OF NEWELL RUBBERMAID)