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
Wal-MartMEMBER'S MARK®
A NEW NAME FOR CUSTOMER COMMITMENT.
As the club store space heated up, Sam's Club wanted to extend a hand-and its very brand promise-to their loyal customers through a proprietary new 'superbrand'.
Conveying themes of privilege, exclusivity, and an explicit Sam's Club endorsement, the new Member's Mark name and brand helped this leading retailer consolidate some seven disparate product categories under a new seal of excellence.
In addition, the new Source/Inc.-developed name provided the cornerstone for a comprehensive visual identity and package design system encompassing hundreds of SKUs--and still growing.
(MEMBER'S MARK IS A REGISTERED TRADEMARK OF WAL-MART STORES, INC.)