Consumers and customers aren’t the people to decide what your corporate name should be. They can react, add insight, indicate the communication angles that might need to be the focus – but the brand door-opener is a decision for management.
Only research positive options. In other words, corporate names that have cleared trade mark searches and language checks, any one of which management can live with (if there remains more than one on the table).
Give context. A collection of letters on its own is unfamiliar and empty. Visual identity, the brand narrative, personality traits and some statements inviting spontaneous response and probing credibility add depth and tease out engagement. Never test corporate names in isolation.
Opinion: if your business has been through a proper naming process and there’s a positive outcome from the searches and a name the CEO believes in, then….focus your time and investment. Make a plan for audience engagement before and after the (re)launch, leave the ‘consumer’ out of the decision and focus instead on how to build the corporate name story for them.
