Naming Wizard
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Interbrand BrandWizard Naming Wizard & Archive Streamlining your global naming process across a decentralized organization.
Address 130 Fifth Avenue New York, NY 10011 Telephone 212 798 7600 Fax 212 741 7672 Website www.brandwizard.com Interbrand Offices Amsterdam Bogotá Buenos Aires Chicago Cologne Hamburg Jakarta Johannesburg London Mexico City Milan New York Osaka San Francisco Santiago Seoul Singapore Sydney Tokyo Zurich
Page 2
Table of Contents Executive Summary...................................................................................................................................Page 3 Automate Your Global Naming..........................................................................................................Page 4 Control Your Global Branding ............................................................................................................Page 5 The Naming Wizard .................................................................................................................................Page 6 The Naming Archive.................................................................................................................................Page 7 About BrandWizard Technologies ....................................................................................................Page 8
Page 3
Introduction Executive Summary With the shocking pace of business change over the last ten years, corporations are developing more products and services in a shorter time frame than ever before. Each of these new products and services needs a name that fits in with and compliments your corporate brand strategy. In many cases, these names also need to be trademarked and registered as URL’s. Unfortunately, without an automated online system to manage and streamline the process of your naming, it is simply too difficult for a decentralized corporation to manage its global naming effectively. The process of naming is too expensive and time consuming and the results are usually not consistent with your overall corporate brand architecture. At Interbrand, we see this problem every day because many of our clients are struggling with the same issues that you are facing. Our software development group, BrandWizard Technologies, has worked with many of our multinational clients to solve the problem of managing a centralized naming program within a decentralized corporation. Through the course of their work, they have developed the technology discussed here, the BrandWizard Naming Wizard and Archive.
Page 4
Automate Your Global Naming
The above diagram details how your naming process will work with the BrandWizard system. A Requester (any business person that needs a name) will use the Naming Wizard to send a request for a new name to a Namer. The Namer can then review all of the new requests in the Naming Archive and decide which ones become pre-legally approved. The Reviewer will be alerted to all new brand and sub brand requests. When a Namer approves a name, the status of the name automatically changes to “Pre-legally approved”. This alerts the legal department to do a full search for all of the countries that the Requester requires clearance for. Depending on your corporate policies, the BrandWizard system can be configured to automatically search web-based trademark databases and services and send these reports onto your legal department. Once the Legal department approves of a name, the status switches to “Approved” and the Requester and Namer are automatically notified. The final status is “Announced” and that happens when the Requester is ready to go to market with the new name.
Page 5
Control your Global Branding
The above diagram details the business logic of a sample Naming Wizard. Although your naming architecture is unique, you will most likely find many similarities with the naming architecture illustrated above. The Naming Wizard will walk a Requester through a series of sequential questions until it has enough information to generate a Naming Request. As can be expected, certain questions are branding related and certain questions are business related. Branding related questions are designed to help guide the Requester into positioning their product or service within the corporate naming architecture. Business related questions are designed to remind the Requester that certain pursuits, like developing a new master brand, require a substantial investment of time and money. The purpose of the Naming Wizard is to quickly lead all of your business people (the Requesters) down a track that is consistent with your naming and branding goals.
Page 6
The Naming Wizard The interface for the Naming Wizard is not much different than other Wizards in the BrandWizard family of products or Wizards that you might find in Microsoft products like Office 2000. A Requester will begin with the Background Information page and proceed through a series of screens until their request is complete. The choices that the Requester makes will determine the subsequent screens that the system will serve. Some naming requests will require only three screens, whereas others can require ten or more. The final screen in any naming request will summarize the Requester’s choices and ask her if she would like to submit the request. Once submitted, the request is sent to the Naming Archive and given the status of “Submitted”. At this point the Namer is notified and they can review the request and decide whether or not to send it for legal approval.
Page 7
The Naming Archive
The Naming Archive will be your strategic name bank. It will safeguard all of your valuable trademark and naming assets and provide easy access for designated employees. All naming requests are databased in the Naming Archive. A naming request will change its status within the Naming Archive during the course of the approval process. Many times, your company will already own a name that is appropriate for a new product or service. Before you begin the arduous and sometimes expensive process of developing a new name you should take a quick check of your intranet-based Naming Archive. With the archive’s easy search capabilities, you will turn up valuable and appropriate names at the beginning of a project.
Page 8
About BrandWizard Technologies BrandWizard Technologies is a consulting firm that offers companies a fully integrated global solution for all of their brand management requirements. Our Web-based custom tools work in concert with an organization’s wide array of digital assets, empowering employees and vendors around the world with instant access to corporate identity materials, brand guidelines, packaging artwork and more. Our patented Wizards offer clients unparalleled branding automation. No matter how large the corporation or how complex its product offerings, BrandWizard can harness the reach and speed of the Internet to tailor a complete turn-key brand management solution. BrandWizard Technologies is a subsidiary of Interbrand Corporation. As part of its commitment to being the world’s leading strategic branding consultancy, Interbrand Corporation has set up BrandWizard Technologies to provide Internet-based brand management tools and consulting. Interbrand Corporation is a member of Omnicom Group, a strategic and financial holding company that manages a portfolio of market-leading companies in the disciplines of advertising, marketing services, specialty communications, interactive media, and media buying services. Omnicom is listed on the New York Stock Exchange (OMC).
Dell is a registered trademark of Dell Computer. GM GoodWrench, GM GoodWrench Service Plus and Genuine GM Parts are registered trademarks of General Motors Corporation.
Address 130 Fifth Avenue New York, NY 10011 Telephone 212 798 7600 Fax 212 741 7672 Website www.brandwizard.com Interbrand Offices Amsterdam Bogotá Buenos Aires Chicago Cologne Hamburg Jakarta Johannesburg London Mexico City Milan New York Osaka San Francisco Santiago Seoul Singapore Sydney Tokyo Zurich
Page 2
Table of Contents Executive Summary...................................................................................................................................Page 3 Automate Your Global Naming..........................................................................................................Page 4 Control Your Global Branding ............................................................................................................Page 5 The Naming Wizard .................................................................................................................................Page 6 The Naming Archive.................................................................................................................................Page 7 About BrandWizard Technologies ....................................................................................................Page 8
Page 3
Introduction Executive Summary With the shocking pace of business change over the last ten years, corporations are developing more products and services in a shorter time frame than ever before. Each of these new products and services needs a name that fits in with and compliments your corporate brand strategy. In many cases, these names also need to be trademarked and registered as URL’s. Unfortunately, without an automated online system to manage and streamline the process of your naming, it is simply too difficult for a decentralized corporation to manage its global naming effectively. The process of naming is too expensive and time consuming and the results are usually not consistent with your overall corporate brand architecture. At Interbrand, we see this problem every day because many of our clients are struggling with the same issues that you are facing. Our software development group, BrandWizard Technologies, has worked with many of our multinational clients to solve the problem of managing a centralized naming program within a decentralized corporation. Through the course of their work, they have developed the technology discussed here, the BrandWizard Naming Wizard and Archive.
Page 4
Automate Your Global Naming
The above diagram details how your naming process will work with the BrandWizard system. A Requester (any business person that needs a name) will use the Naming Wizard to send a request for a new name to a Namer. The Namer can then review all of the new requests in the Naming Archive and decide which ones become pre-legally approved. The Reviewer will be alerted to all new brand and sub brand requests. When a Namer approves a name, the status of the name automatically changes to “Pre-legally approved”. This alerts the legal department to do a full search for all of the countries that the Requester requires clearance for. Depending on your corporate policies, the BrandWizard system can be configured to automatically search web-based trademark databases and services and send these reports onto your legal department. Once the Legal department approves of a name, the status switches to “Approved” and the Requester and Namer are automatically notified. The final status is “Announced” and that happens when the Requester is ready to go to market with the new name.
Page 5
Control your Global Branding
The above diagram details the business logic of a sample Naming Wizard. Although your naming architecture is unique, you will most likely find many similarities with the naming architecture illustrated above. The Naming Wizard will walk a Requester through a series of sequential questions until it has enough information to generate a Naming Request. As can be expected, certain questions are branding related and certain questions are business related. Branding related questions are designed to help guide the Requester into positioning their product or service within the corporate naming architecture. Business related questions are designed to remind the Requester that certain pursuits, like developing a new master brand, require a substantial investment of time and money. The purpose of the Naming Wizard is to quickly lead all of your business people (the Requesters) down a track that is consistent with your naming and branding goals.
Page 6
The Naming Wizard The interface for the Naming Wizard is not much different than other Wizards in the BrandWizard family of products or Wizards that you might find in Microsoft products like Office 2000. A Requester will begin with the Background Information page and proceed through a series of screens until their request is complete. The choices that the Requester makes will determine the subsequent screens that the system will serve. Some naming requests will require only three screens, whereas others can require ten or more. The final screen in any naming request will summarize the Requester’s choices and ask her if she would like to submit the request. Once submitted, the request is sent to the Naming Archive and given the status of “Submitted”. At this point the Namer is notified and they can review the request and decide whether or not to send it for legal approval.
Page 7
The Naming Archive
The Naming Archive will be your strategic name bank. It will safeguard all of your valuable trademark and naming assets and provide easy access for designated employees. All naming requests are databased in the Naming Archive. A naming request will change its status within the Naming Archive during the course of the approval process. Many times, your company will already own a name that is appropriate for a new product or service. Before you begin the arduous and sometimes expensive process of developing a new name you should take a quick check of your intranet-based Naming Archive. With the archive’s easy search capabilities, you will turn up valuable and appropriate names at the beginning of a project.
Page 8
About BrandWizard Technologies BrandWizard Technologies is a consulting firm that offers companies a fully integrated global solution for all of their brand management requirements. Our Web-based custom tools work in concert with an organization’s wide array of digital assets, empowering employees and vendors around the world with instant access to corporate identity materials, brand guidelines, packaging artwork and more. Our patented Wizards offer clients unparalleled branding automation. No matter how large the corporation or how complex its product offerings, BrandWizard can harness the reach and speed of the Internet to tailor a complete turn-key brand management solution. BrandWizard Technologies is a subsidiary of Interbrand Corporation. As part of its commitment to being the world’s leading strategic branding consultancy, Interbrand Corporation has set up BrandWizard Technologies to provide Internet-based brand management tools and consulting. Interbrand Corporation is a member of Omnicom Group, a strategic and financial holding company that manages a portfolio of market-leading companies in the disciplines of advertising, marketing services, specialty communications, interactive media, and media buying services. Omnicom is listed on the New York Stock Exchange (OMC).
Dell is a registered trademark of Dell Computer. GM GoodWrench, GM GoodWrench Service Plus and Genuine GM Parts are registered trademarks of General Motors Corporation.
