Brand naming is a messy subject. And an even messier process. Perhaps because it’s so deeply influenced by both the rational and emotional aspects of how we make decisions. It requires an appreciation for abstract reasoning and a tolerance for altered realities. Especially when it comes to coined names – the strongest trademarks of all. Here are just two we’ve named and launched recently with a glimpse of their stories:

  • SEEYOND™ Architectural Solutions / A startup offering a complete system that integrates the design, manufacturing, and installation of self-structuring specialty features – walls, facings, clouds, enclosures and columns – for commercial interiors. These features draw the future closer through the use of parametric design, allowing complex form to be created easily and without risk. A way to “see beyond” the current view.
  • VERSIQUE™ Search & Consulting / A single-source talent-acquisition firm specializing in recruitment throughout Minnesota — both permanent placement and contract consulting. Formerly known as McKinley Group, Inc., the Versique brand represents a powerful combination of "versatile" and "unique" as it hints at the concept of "search" in its pronunciation: ver-seek.

The strongest brand names compress an array of resonant associations into a single coined word. But this requires courage from the client – courage to trust in an unfamiliar word and its power to convey a lifetime of relevant meaning. For those who can see the intrinsic value in coined words, the future pays off where it truly matters – in real brand equity that counts on the balance sheet.