We dedicate great importance to the creation of a name. In most cases, it is the first point of contact with a brand and therefore of central importance. The first impression often determines the emotional relationship to a brand and the product. The task and function of a name is to communicate the brand promise to the most important target groups. While the offer can change in a product life cycle, the name is a decision for a whole product life. It is the foundation of a brand story. It should always be embedded in a marketing concept. In the development of names, we weigh the proposals according to different aspects such as authenticity, originality, simplicity and intelligibility.
With a branding workshop as a start, we helped Axel Springer SE to find the right name for their product. We started with a name mapping, used creative sessions and simulation and association software to create a long-list and a short list of possible names and tested them in focus groups. Although our favorite has not been chosen, the Axel Springer team was happy with our approach, outcome, and process.
Upday is the second-most popular news app across Android and iOS, behind BBC News in the U.K. (which has nearly 10 million unique users to its app). Upday says it has 8.5 million monthly users, 6.5 million of whom are in the app for longer than six seconds. (In the U.K., this is 2.5 million and 1.8 million, respectively.) It pulls in content from 2,000 publishers in Europe, none of which are behind a paywall, but it’s in talks to offer a certain number of free articles.The company plans to be in 16 regions across Europe by the end of June 2017.