Portfolio development
& naming
How can product portfolios support storytelling? How to find product names that speak to the audiences and help them navigate the company’s offering?
Let us co-create single names or entire naming systems as signals and experience touch points for your stakeholders.
Together, we map your portfolios along market needs and overarching stories that fit to your company’s purpose and offering and cater to your audience needs and expectations. For naming exercises, we follow a well-established process to understand and factor in the context and market environment, company strategy and target positioning, overarching brand architecture considerations and future developments as well as protected name domains that need to be avoided. We involve your legal department early enough to explore protection potential of preferred name routes and variants, conduct cultural and language checks and also have conversations about the applicability of names across different geographic regions and touch points – from smallest (often Social Media) to biggest
You will confidently decide on portfolio positionings and naming, knowing that the system you use, provides guidance not only today but also is open enough to evolve in the future. Through a co-creation process we develop the names together, bringing the different internal experts on board and facilitating internal alignment.
Development of purpose- and story driven architecture around hero portfolios shaping the go to market
Development of program brand and related naming approach for the new circular products portfolio
Development of the product nomenclature system and portfolio naming approach
Niklas has pioneered in the conversation of purpose development and what this means for companies. Complimenting this work includes a broad portfolio of purpose-driven transformation, international brand and communication strategy mandates. He is an expert on the internationalization of brands and a sparring partner for top-executives across industries in the context of challenging sustainability and ESG requirements.
Back
Carina has more than 15 years of experience working in and for large corporations around the world. Her expertise includes strategy development and purpose-driven brand management. She is particularly passionate about working with B2B brands in expanding business ecosystems on a mission to create true customer value.
Back
With more than 10 years of experience, Simon has led a cross-cutting portfolio of purpose-driven organizational and cultural change as well as corporate communications projects. He guides planning and implementation programs to help our clients on their demanding transformation journeys. Based on his firm belief that complex situations require a clear way forward, he encourages companies and teams to embrace simplification for lasting change.
Back
