We Hear You

One of the first concepts Engage! employs early to ensure a project is successful is listening. We interview our clients to gather essential information for the development of the new identity.
Integral aspects of a mission analysis includes:

• The mission statement
• Target markets
• Positioning strategy
• Advertising strategies
• Features and benefits
• Promotional campaigns
• Existing naming conventions
• Pricing and competitive overview

Once this criteria is established Engage! identifies the subjective components that impact brand identities, such as the imagery, connotations and personality a new identity should convey.

We Utilize All Our Resources

Engage! professionals thoroughly analyze the information gathered in the Project Mission Analysis and initiate the creative process. Name Development utilizes our collective expertise and extensive resources on software and in print to invent a new brand. The touchstones of our success are hybrid and newly created words, or neologisms, expressly created for each and every project. The Engage! methodology is an interactive and refining process. Regular contact between Engage! and our client company ensures an array of viable naming solutions in a time effective manner.

We Guarantee Success

The success of every naming project ultimately depends on legal availability. CheckMark™ is Engage!’s exclusive and proprietary pre-screening system that examines the legal availability potential of presented name candidates. Engage! investigates availability utilizing the most recent information on file at the United States Patent and Trademark Office. CheckMark eliminates fruitless pursuits of legally encumbered names and as a result, creates a much higher level of success than our competitors in securing new trademarks. The delivery of a legally viable trademark is the Engage! guarantee.

We Check & Double Check

Innovation is another element of our success. We developed the BrandGauge™ research model to yield a market evaluation of final name candidates. Through many years of implementation and refinement, BrandGauge enables us to reliably convert the inherently subjective nature of name testing into quantitative analysis that is easy to read and interpret.
BrandGauge provides objective insight on the key criteria of readability:

• Appropriateness
• Fit to concept
• Clarity of communication of desired attributes
• Favorite choice

The service we use to evaluate pharmaceutical trademarks, the Errs Model™, is a modification of a technique known as Failure Mode and Effects Analysis. Our goal is to simulate the clinical environment to expose problem areas, so that actions can be taken to minimize or eliminate possible errors. The evaluation process takes into account the environments in which the product will likely by stored, ordered, transcribed, dispersed, and administered. Our evaluation includes consideration of USAN and WHO criteria to identify potential confusion with nonproprietary drug names.

Linguistic evaluations are conducted via e-mail through Engage!’s database of 2,500 translation professionals located all over the world. This high level of redundancy ensures and protects our clients from any cultural or colloquial issues.


return to top