The Why and How of Product Naming

Feb 15, 2018 · Calgary, Canada

The Why and How of Product Naming with Roger Grant

A Vital Factor for Product Success

Product Managers sweat every detail – and agonize over functionality, feature set and user experience. But for many products there is one aspect that is not given nearly enough attention. It influences how customers think and feel about the product. It plays a pivotal role in the product’s success, or the lack of it from the moment it hits the market. And it’s part of every customer-product interaction for years and sometimes decades. What is this important, but often overlooked element? The product name.

In this entertaining and thought-provoking presentation a professional naming consultant will explore why names are so important and map out how to develop brand-calibre titles for products. Filled with examples of global and niche brand names, this presentation will explain the essential qualities that make a name effective. You’ll learn how to develop design criteria for a product name and a proven name development process.

You’ll gain valuable insights on how to create a brand-calibre name for your next product.

About the Presenter

Roger Grant

Roger Grant is a corporate branding strategist and one of Canada’s very few professional naming consultants. Roger is the Founder and Chief Brand Strategist of Identicor Marketing Inc., the only firm in western Canada that specializes in naming companies, products, services and technologies.

Roger has been crafting names for business-to-business and consumer enterprises since the late 1990s. He specializes in creating names that grab attention, instantly tell a story and tap into the core essence of the brand.

Roger has worked with clients across North America on naming assignments in dozens of industry sectors. He has been commissioned to name global corporations, high-tech products, real estate developments, elite technology research centres, and even a dumpster used on offshore drilling platforms. Products that Roger has named can be found on every continent, with the bone-chilling exception of Antarctica.

A respected authority on naming, branding and marketing issues, Roger shares his insights as a keynote speaker, columnist and media commentator. Roger is the publisher of Brandscapes, a blog on naming and branding issues.

Roger is an engaging and thought-provoking presenter and holds national accreditation with CAPS, the Canadian Association of Professional Speakers.

Continue the conversation! Everyone is invited to join us at the Pig & Duke pub after the meetup, two blocks away at 503 4th Ave SW.

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