Brand strategy company name – Whisper
When we were asked to name a new brand and business strategy agency, it gave us a chance to relive to some extent the existential horror of when we named ourselves. In addition to the usual struggles with getting the positioning pitch perfect and creating the ideal evocative name, the advertising and marketing industry is so large and so widespread that what we call the "meathook reality" of trademark availability is especially vexing.
Positioning, positioning, positioning
A naming project is really a positioning project – first develop the brand positioning, then name that positioning. In this case, the client zeroed-in on a thought from a recent post on our Snark Hunting blog that read, "The key to any effective naming, marketing or branding effort is to change and take ownership of the conversation." Since branding is about demonstrating ideas and advertising is about explaining them, they wanted a name that demonstrated rather than explained their core concept. And because it had to be about taking ownership of a conversation, we really had no choice but to name the company Whisper.
When you shout, people tune you out. In a culture saturated with messages being screamed at consumers from every direction, employing superlatives like "best", "number one", "superior", "leading", "favorite", "America's favorite", "great", and so on, it's no wonder that people have evolved highly sensitive and effective BS indicators. When you whisper, on the other hand, people are forced to pay attention, to lean forward, to become engaged. To whisper is to exchange valuable, privileged information, to communicate emotionally AND strategically, and to make yourself heard without beating your chest and yelling yourself hoarse.
We don't think there's a better name out there for a branding, marketing or advertising agency. At Igor, we've created a process to ensure that, whatever the industry, we'll know where to look for powerful names like Whisper. And more importantly, we'll know what to look for.
Whisper Brand Strategy Consultants: http://www.whisperbrand.com/