Client: Global consumer brand
Context: New product launch across multiple markets
Challenge: Finding a name that worked everywhere, not just somewhere
What changed: A confident, globally viable product name
For one global brand preparing to launch a new product, naming quickly became more complicated than expected. What sounded distinctive and contemporary in one market risked confusion—or reputational damage—in another.
The team realised early on that choosing a name based on instinct or domestic success alone wasn’t enough. In a global context, a product name has to travel well, carrying meaning, tone, and intent across cultures, languages, and legal frameworks.
Initial testing revealed how differently names behave once they leave their home market. A name seen as modern and edgy in the U.S. carried outdated or even pejorative associations in parts of Eastern Europe. Elsewhere, trademark checks uncovered existing registrations in key markets such as Japan, ruling out otherwise promising options.
More unexpectedly, emotional testing showed sharp contrasts. A name designed to convey energy and excitement in Europe triggered confusion and stress in South America. Another felt playful in one region, yet too informal in Asia—undermining the brand’s intended premium positioning.
In one instance, a name that worked well in English echoed the sound of a word associated with bad luck in the Middle East.
Rather than rushing towards a single “winner”, the process slowed down to reduce risk.
The goal was not just to avoid mistakes, but to make a deliberate, informed choice.
Through rigorous research and testing, the team identified a name that worked consistently across markets. It was distinctive without being divisive, culturally appropriate without being bland, and emotionally aligned with the brand’s global ambition.
What began as a naming exercise became a clearer understanding of how language shapes perception—and how easily assumptions can unravel at scale.
Names don’t live in isolation. They carry history, emotion, and cultural weight long before a product reaches the shelf.
Treating naming as a research-led process, rather than a creative afterthought, protects brands from costly missteps and builds confidence in global launches.