Our goal is to help our clients develop the strongest possible names and corporate brand architectures. Although we provide the capabilities of a big firm, we treat each client, big or small, as though it is our most important customer.

Our approach reflects the reality that naming is a challenging blend of art, science, and trademark law.

1. Brand Soul Mapping: Before we begin developing names, we use the Brand Soul Map™ to help define your brand and its promise. Our exploration includes emotional, intellectual, and sensory associations. When we are finished, we have a strong platform on which to base our creative work.
   
   • Client interview
   • Target definition
   • Product or service review
   • Hierarchy of benefits
   • Category and competitive overview
   • Brand Soul Map™ including communication platform
   
   
2. Name Generation: In addition to conveying brand promise and tone, the name must be memorable and compelling; easy to say, write, and remember; and appropriate with all forms of marketing communication. Our naming team uses the Brand Soul Map to generate hundreds of names in categories relevant to your brand. If it's appropriate, we may explore invented words, archaic terms, alternative spellings, and other linguistic constructions.
   
   
3. Final Focus: After Mnemonic develops a broad spectrum of name candidates, we filter for idea strength as well as "preliminary" trademark and domain potential. If desired, Mnemonic provides market research and international linguistic services and support.
   
   • Preliminary domain and trademark evaluation
   • Presentation of top candidates with rationale
   • Market research validation and international input (if requested)
   • Final management report

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