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Amsterdam UMC

How do you choose a brand name that connects a great modern compensation and benefits platform with an audience that is international, diverse in age, interests and profession?

Despite the original name, YourCampus was not about education. It has alwas been an employment and compensation platform. And not just any one, but the most complete, modern and accessible – and that for employees of different ages, with different expectations, in different industries.The idea behind the name YourCampus was: let the company you work for be a place that’s yours. Your home. Your campus.The problem was that a campus doesn’t mean the same thing to everyone. Many people thought it was only for students. Meanwhile, the brand was spreading its wings and needed to broaden its audience.It needed a simple name that felt right for everyone and did not create misconceptions.

Design agency Verve developed the core promise: helping clients be the most attractive employer in today’s market. This means letting employees choose their own terms of employment, so they experience the highest satisfaction and feel the most engagement at the lowest cost. This is a win-win situation to increase well-being, boost morale and add to a positive workspace culture.

Increase well-being and boost morale

How do you translate that to naming? Globrands took the organisation through a naming journey in two phases. First, we looked at name ideas in three areas: what you get, how you feel, and what is shared.An employee compensation platform has a very diverse audience, ranging from executive to entry-level workers. Each has different interests, so the name could not convey too specific a promise. A name was chosen that stood for a mood that everyone could relate to.So we looked for an abstract name where the emphasis would be on happiness, togetherness, and a personal approach. The preferred tone was simple, friendly, and open.

An open and abstract name for a diverse audience

Alleo is a name that conveys inclusivity, progress and positivity. It has an open and friendly tone. The explanation line is simple: “All earnings optimised”.This is a good example of changing a company’s name when it is growing and ready for the next stage. As a reader, what do you think about your brand’s naming? Is it moving your brand forward, or holding you back?

Bringing the company to their next growth stage

Floriant Gendrault, CEO of Alleo

Project

Asset

Assets

All audiences benefit from the new employee compensation platform name

How do you get to a name for a government service that meets countless requirements – while still being straightforward?

The need was growing for secure and clear communication of citizens and businesses with government bodies and governments among themselves. Besides electronic signatures, all kinds of applications became available. The Dutch government realised that they needed to take control, before citizens would be confronted with a plethora of different secure and less secure ways to identify yourself to online services.The naming would be essential, because in addition to legal ownability all kinds of technical and communicative requirements, the name had to meet the criterion of being &#039;simple to understand and easy to use for every Dutch person&#039;.Globrands guided the working group involved in determining the core values and specific objectives.

Thom de Graaf - Minister for Governmental Reform and Kingdom Relations

An equally easy and unique name for a service by the government

Danone, known for its commitment to health and nutrition, was ready to shake up the market with a new probiotic drink to meet the rising demand for foods that are not just good for you but actually work to improve your health. Danone needed a name that could carry this promise in a unique and ownable way.

Danone&#039;s ambition was clear. Strategically, they needed to own this new category. In terms of communications, that meant that everyone needed to understand how this product is new and different, and that Danone is the brand that cares to provide this kind of products. Legally, this meant that Danone needed a wordmark that spreads this message and works as a carrier of future brand value. How do you decide on a name that does exactly this?

More than just a drink

Globrands got to work, and Actimel was born. It&#039;s a name that strikes you with energy—the &quot;Acti&quot; part gets you thinking of action, of moving, of doing. And the &quot;mel&quot; rounds things off with a smooth, sweet tone. Just what you need to start the day right.

Actimel, a name that moves you

But it wasn&#039;t just the drink that got a name. The special probiotic cultures inside needed to stand out, too. Enter Lactobacillus Casei Defensis and Immunitas —names that sound as strong as they work. More than ingredients, they&#039;re the heroes in every bottle.

What's inside counts: meet your gut's new best friends

Actimel did not only hit the shelves; it took over breakfast tables in over 20 countries, earning over €1500 million a year. From Europe to South America, it is now much more than just a drink; it&#039;s a global health habit.

The impact: sip by sip, a global sensation

Actimel&#039;s story shows how much a name can do. Because it&#039;s not just what&#039;s in the bottle that matters; it&#039;s about defining your space in the hearts and minds of your audience. At Globrands, we&#039;re all about finding those perfect words that make a brand not just something you buy but something you believe in. A strong verbal identity lays down the groundwork for a special, one-of-a-kind bond with your audience through the power of language.

The might of naming right

Ready to start building your distinctive verbal identity? Let's chat.

A wordmark that stands for a global health habit

Coffee company Douwe Egberts and Philips developed a coffee brewing system that delivers fresh, individual doses of coffee quickly and tastes delicious at the same time. The coffee that comes out has a creamy top layer. Their working name was Caffè Crema.

Globrands recommended to name it Senseo. Ten years later, Sara Lee bought 50% ownership of the Senseo trademark from Philips for 170 million euros.

At first, DE only assigned Globrands to develop the international name for the coffee bags, which resulted in the very descriptive and easy to understand term ‘coffee pad’.At a later date, Globrands was engaged to develop the name for the whole concept.Ease of use and the creamy taste were seen as essential attributes of the concept, leading to Caffè Crema as the preferred name.Globrands then recommended that these characteristics were too functional to use as a base for a brand name. This new brand should be able to stand alone as a category by itself and possibly contain a multitude of underlying elements. That&#039;s why we recommended to let the name focus on the experience, and less on the product.

The name that eventually met all juridical, linguistic and conceptual criteria, was ‘Senseo’. It sounds Italian, but for everyone in the world it is easy to pronounce and remember. It references to feeling, tasting and smelling. In this context, the simple form and the ‘-eo’ suffix create a feeling of individuality.The word ‘Crema’ was initially added to give an immediate impression of the primary benefits of the new concept. It was then to be excluded as soon as the name Senseo was established enough to speak for itself.Senseo has become an international cultural icon and a huge commercial success.

A simple wordmark standing for a revolutionary story

Naming the experience (and not the product)

They say change is the only constant, and for Sapje, this change isn’t just about a new label on the bottle. It’s about embracing a world where borders don’t define a brand’s reach.

Meaning ‘little juice’ in Dutch, Sapje was the perfect name for a local favorite. But as the world got smaller and Sapje’s ambitions got bigger, it was time for something fresher. Enter Justy: a name that’s all about keeping things pure, friendly, and oh-so-welcoming, no matter where you are.

A fresh start for Sapje

When we thought about finding a global name for Sapje, we started with a simple question: What does Sapje really mean as a brand’s name? Because even though it might sound unassuming, a name can always hold deeper significance.At its core, Sapje is a promise that its products are exactly what it says they are: nothing more, nothing less. No additives, no preservatives – just pure goodness. That’s what defines its brand, creating genuine experiences for its customers.

Unbottling Sapje’s essence

Looking at it this way, Justy is actually a translation of Sapje: a name that carries that same honest simplicity. But here’s the twist: being simple doesn’t mean standing still. With Justy, there’s room to grow. Think smoothies, nutrition bars, and who knows what’s next? Justy opens up new horizons, allowing the company to become a symbol of positive change and to inspire mindful and healthy choices in our daily lives.

Justy: more than just a name

Now, don’t worry; the Netherlands won’t be saying goodbye to Sapje. It’s staying put, continuing to spread joy with every sip. Justy, on the other hand, is ready to make friends and fans in France, Germany, and all of Europe. It’s all about keeping the roots strong while letting the branches spread far and wide. Here’s to Justy, ready to win hearts and taste buds across the globe.

From Dutch roots to global route

A name bringing simple purity to all of Europe

Today, Picnic has become a familiar sight on our streets with its handy electric shopping carts, while other delivery services struggled to catch on. The reason for their success? The founders decided to shake things up by creating a whole new way to shop for groceries. They were only wondering which of their name proposals was the best.

Led by Joris Beckers, Frederick Nieuwenhuys, Michiel Muller, and marketing expert Bas Verheijen, Picnic set out to make life simpler for everyone. They saw that while online shopping was booming in many areas, groceries were still lagging behind. So, they started fresh, focusing on what people really wanted: free delivery without the long wait.Choosing the right name was crucial. From the concept and brand positioning, the name positioning and the communicative criteria for naming were established. From this, values emerged that the name had to convey. In a workshop, all joint ideas were then extensively discussed and a shortlist was determined, which was subsequently tested for practical usability (legal, URL, linguistic, communicative).

Picnic won despite a few client doubts (&#039;it&#039;s not just for picknicking&#039;) in the first place because it breaks the naming code of supermarkets. They tend to are named after their founders (Albert Heijn), or convey a message of &#039;much for little&#039; (Jumbo). Picnic, on the other hand conveys &#039;outside&#039;, &#039;fun&#039;, and &#039;social&#039;: joie de vivre. It is also about food, and has a fresh and melodic sound to it.

Breaking the supermarket naming code

Armed with its new identity, Picnic embarked on a journey of rapid expansion. From its humble beginnings in Amersfoort with just a handful of delivery vans, Picnic quickly gained traction, serving hundreds of thousands of customers across the Netherlands and Germany. Its success was a testament to the power of innovation and strategic branding.Picnic serves as a testament to the importance of name validation in branding. By selecting a name that resonated with consumers and aligned with its strategic objectives, Picnic was able to carve out a niche for itself in the competitive world of grocery shopping. As Picnic continues to grow and evolve, its journey serves as inspiration for brands seeking to make a meaningful impact in the market.

Expanding Horizons

Validating name proposals for a disruptor in groceries

The challenge: shift Modularbank from a descriptive category to a distinctive brand, reflecting their heartbeat. Technology at the heart of your business.

A new era had arrived for the Estonian fintech platform that was then called Modularbank. They had been the first to address the need for flexible fintech solutions. But sometimes, when a pioneering market suddenly booms, the leader&#039;s name is no longer seen as a brand name but a commonly used generic term for their new category. Exactly this had happened to Modularbank.

'Modularbank' had inadvertently become the name for the pioneer's category

It was time to create distinction again with a new identity, brand essence, design and brand name.Through several strategic sessions it became clear that Modularbank is operating at the customer&#039;s core. They are the heart of the organizations they work for, in order to make them stronger from the inside out for the outside world. The brand essence became: &#039;Technology at the heart of your business&#039;.What brand name would fit this essence? It had to be suitable for a fintech company, preferably with a link to the organization’s Estonian roots.Tuum is a real Estonian name, meaning ‘core’. Short, powerful and clever.

Re-defining the brand after it had defined the category

Rivo Uibo, Chief Business Officer at Tuum

Letting a cutting edge fintech stand out with a distinctive name

M&amp;A-International is an international network organization consisting of a large group of independent companies specialized in mergers and acquisition founded in 1990.The network includes 47 consultancies having their own names and 64 offices (Europe 35, USA 12, Canada 3, Mexico, South America, 6, Asia 6 and South Africa), employing over 600 specialists who advise public companies, family-owned businesses and private equity firms on acquisitions, divestitures and fundraising on a local and global level.

The client

The network realises that there is room for growth in mid-market, international and cross-border deals. This is thanks to intensive cooperation by the network and a shared focus on specific industry sectors where highly knowledgeable experts enable international execution and cross-border transactions.Nevertheless, it is held back by the perception among (potential) clients that a network organization is not able to provide the required level of service for their projects. They prefer a reputable global mergers and acquisitions organization with ‘real offices around the globe’.Five network members conclude that a brand merger is the only way to increase the network’s playground. Direct competitors in the mid-cap market have already successfully implemented hard franchises, presenting themselves as global companies with local frinchesees.

The strategy behind the name change

This project has two characteristics that make it particularly suitable for Globrands. The first is the procedural challenge: how do you make 64 independent offices around the world agree on a common brand name? The second one is to make them agree on the right name, that is a name that conveys the right message through countless international linguistic and legal restrictions.

Globrands helps out with procedural and linguistic expertise

In order to agree on a common name, an organisation needs a common identity; a common idea of its purpose for its customers and the promise to work according to certain values in a certain way. We call that a brand’s positioning.A series of interviews with stakeholders reveals that commonly shared values are integrity, trustworthiness, and a global perspective. These translate into brand characteristics like ambition, entrepeneurship, result orientedness, personal service and creative thinking.The central promise is trust. Customers can rely on the network members when it comes to dealing on a personal level with projects on a worldwide scale.

How to make 64 independent offices around the world agree on a common name

When a name needs to express trustworthiness, the reflex tends to be to literally put the word ‘trust’ in it, or something with a similar meaning. This is rarely effective though; trustworthy parties are not expected to feel any need to litterally mention that in their names.In fact, the most trustworthy brands are the ones that feel like they have been there forever and do not deviate too much from market expectations. In the financial world, names of reputable financial companies tend to communicate their origin. They carry the founder’s name, which in itself usually evokes geographical associations.That’s why Globrands chooses this route, well aware that practically every family name has been registered as a brand in some country. Moreover, invented names that sound like family names tend to still sound similar enough to existing brand registrations to carry the risk of brand infringement.

How to make the name convey the brand’s positioning internationally, and stay clear of linguistic and legal pitfalls

In order to find new linguistic space for a family name, Globrands starts looking for name characteristics that are not too common, but still indicate a family name.One such indication is that it contains some visual reference point in a village, like ‘bridge’, ‘hill’, ‘way’, etc. Looking for new such points, ’oak’ proved to be a very useful one as it also stands for strength and durability. Next to it, ’lin’ sounds somewhat like ‘lane’, which adds flow and together with ‘oak’ evokes a rather British picture of wealth and peace. The added ’s’ strengthened the feel of ownership and originality.As a whole, the name’s main strength is that it is short and different, while it sounds like it has been there forever.

The name Oaklins sounds like it has been there forever

Uniting 47 consultancies under one banner

How can a consortium of large Dutch banks connect with users of ATMs to build trust and clarity, without suggesting that there is another banking brand?

Nowadays, less and less people pay with cash, which is why the use of ATM’s is declining. To keep cash available for everybody, ABN AMRO, ING and Rabobank are working on a more efficient, bank-dependent network of ATM’s. This way, cash will remain available, affordable and safe for everyone. From 2019 onwards, the ATM’s of three Dutch banks will slowly make place for the ATM’s of Geldmaat. These ATM’s will be evenly spread out in The Netherlands so that everyone can stay withdrawing and easily depositing their money.

<h3>Recognizable, familiar and iconic</h3>In Dutch, Geldmaat means ‘money mate’. It also sounds a lot like ‘geldautomaat’, the Dutch word for ATM.Most people withdraw cash because they want to feel physical ownership of their money. Therefore, it is important that these withdrawals can be done in a trusted way at a familiar ATM. The new ATM is supposed to become an icon in the Dutch streetscape, similar to the orange street mailbox of PostNL. However, the ATM’s do not have one specific endorsement brand, such as PostNL. This is why an own brand identity is needed for people to recognize and trust the ATM’s.<h3>It does not sound like a bank</h3>Besides an own brand identity, it has to become clear that Geldmaat is not a new bank. Geldmaat is an ATM where people can withdraw money of their bank account whilst everyone is still a customer at their own bank. That is why we chose for a clear wording: a name which could also become a dictionary term.<h3>Name proposals to explore various brand strategies</h3>During the naming process, a lot of name alternatives were also considered which represented an alternative strategy. For example, we decided not to choose an international name because Geldmaat is targeted solely to Dutch people. Also, a more associative name would not fit with the public task of the money services of The Netherlands, which is providing service for the customers of the major Dutch banks.

Why is ‘Geldmaat’ called ‘Geldmaat’?

Since the search was for a name that makes clear what the product is, the number of options is limited. For instance, few Dutch realize that ‘’pinnen’’ (Dutch for paying by card) is not synonymous with withdrawing money. ‘’Pinnen’’ means paying with your bank card in general, which includes things you buy in the store. This is why the word “pin” immediately was ruled out. Moreover, a descriptive name cannot always be protected.  In order to register a name as trademark, it has to be distinctive from everything else that is already offered. For example, a baker cannot claim the name ‘’Baker’’ for himself only. Besides, for descriptive names, the domains are often not available.Geldmaat makes it clear where you have to be to withdraw money. Supported by the friendly and distinctive visual design by DesignBridge, a new iconic brand is introduced in the Dutch streets. Geldmaat is registered as trademark in the Benelux trademark register and the relevant domain names are registered for the Dutch money service.

Clarity, for everyone in the Netherlands

Ownable word for a new, accessible national ATM

For businesses, fostering strong customer relationships is a must. Meet Critizr, a name synonymous with customer engagement, yet negative. So, we lightened up the mood and rebranded it to Goodays. Not just a change of name, but a transformation that promises to elevate interactions between customers and businesses, making every day a positive experience.

Committed to creating a positive impact, their new identity reflects just that. The name captures the essence of turning ordinary days into exceptional ones. Focused on empowering businesses to thrive through effective customer engagement, this rebrand is their declaration to bring about interactions that matter.Goodays isn’t just an evolution; it’s a revitalization. Armed with innovative tools and insights, they aid businesses in understanding their customers better, fostering growth, and creating strategies that become more than just a thought.

The power of Goodays

The heart of Goodays lies in elevating customer experiences. With an eye on the future, its platform provides seamless avenues for customers to amplify their voice by sharing feedback. Whether it’s AI-driven support or predictive analysis, Goodays ensures that customers feel valued and heard.

Enhancing customer experiences and embracing a bright future

The transition to Goodays signifies more than just a name change—it signifies a unified community. Championing the thought of each interaction, no matter how small, having the potential to make someone’s day: Goodays united business and customers.

A unified approach

The rebranding of Critizr to Goodays amplifies the platform’s dedication to enhancing customer experiences and propelling businesses forward.

Embrace the positive

Goodays - Nicolas Hammer, CEO

A name change that heralds positive customer engagement

How do you choose a name that fits a Dutch supermarket giant’s branding and language and resonates with consumers across the Netherlands?

In the heart of the Netherlands, amidst the vibrant landscape of its fruit-growing regions, a new apple variety emerges, destined to become the the latest addition to the fruit shelves of Albert Heijn, announcing a fresh era of local flavour and innovation.Behind the scenes, a collaborative effort between Albert Heijn, supplier Vogelaar Vredehof, and fifteen dedicated apple growers unfolded. Their mission: to cultivate an apple that embodies the essence of Dutch taste, boasting a tantalising combination of juiciness, sweetness, crispness, and a hint of acidity—a representation of the nation’s apple orchard heritage.Yet, crafting the perfect apple was only part of the challenge. With shelves brimming with choices, the quest for a name that not only distinguished this variety but also resonated with consumers across the Netherlands was paramount.

Albert Heijn’s broader ambition with the apple was to strengthen its positioning in the fruit shelves, drive sales, and enhance customer satisfaction by offering a unique, high-quality product that reflects the brand’s values and resonates with Dutch consumers. Doing so, by introducing a differentiated, exclusive yet local product.To Globrands the question: develop a name for this “juicy, full-sweet, crisp apple with an acidity and a bite”, which highlights the local aspect, fits on Albert Heijn’s shelves and is liked by the whole of the Netherlands.How do you translate that to naming? Through blind taste testing, talking about flavour associations and a good strategic sense of positioning the apple for Albert Heijn as a strong, Dutch friend. We decided the name needed to be light, yet modern, solid and have a playful feel at the same time.

Exclusive and local

Wendel van Maldegem, Marketing Manager at Vogelaar Vredehof

And why did we choose it? The name SPRANK has character. Sprank associates with warm (sun) light and a fresh spring breeze. This creates a surprising tingle, an unexpected sparkle and has an inspiring effect.Sprank sounds as fresh and innovative as the apple itself: juicy and crisp, more than just a treat for your taste buds. Sprank provides an infectious cheerfulness. Just that glimmer of hope we sometimes need.

A one syllable find

Want to win with words?

Naming Dutch delight on Albert Heijn's shelves

Imagine that you have good reason to think that certain small plastic discs with cartoon images can become a great hype when they are added as a collectible goodie to chips bags. But their original Hawaiian name is 'G.O.P.' while the branded version in the Americas is being called 'Tazo'. Both names that seem confusing and unattractive in The Netherlands. What do you do?

It all started in 1927 when the Haleakala Dairy in Maui, Hawaii, brought a new type of fruit juice on the market. The cap of every bottle was covered with a round cardboard image. Despite the sunshine, beautiful beaches and as many free coconuts as you wanted, the economy was suffering in Hawaii. The big recession caused thousands of people to get fired. Parents had no money for toys anymore. The kids had to think of something on their own.<h3>The word for the category was: P.O.G.</h3>One day, one of these kids played with a cap of a fruit juice bottle, and another kid joined him. From then on, they started saving these bottle caps. A new game was born, invented by these children. The caps were called POGs, derived from the juice fruits ‘Passion fruit, Orange and Guava’.The children drew dolls and other images on them and made special versions, such as the ‘kinis’ (Hawaiian for king). These had more value. They consisted of 3 POGs stuck together.The caps became a small hype that faded out after a while. But years later, a teacher named Blossom Galbiso remembered the game that she played as a child. She decided to teach it to the children in her class again. They loved the game. It spread among their friends, then to other schools and eventually history repeated itself – with a vengeance. The whole of Hawaii played with POGs now.Tourists took the POGs to Mexico, where they were called &#039;Tazos&#039; ((&#039;tazo&#039; in Spanish means &#039;flat&#039;, or &#039;level&#039;). Then the game became a hype in America in 1993. Consumer brands brought various branded editions to the market. At the beginning of 1995 the POGs came to Europe. They started in England, where the caps got added on Walkers (chips), again under the name of Tazos .

When Walkers&#039; daughter company Smiths launched the concept in The Netherlands, they weren&#039;t sure about the name &#039;tazos&#039;. One issue was that it sounded so much like some Spanish (or Mexican) food that it could cause confusion as they would be added as goodies inside chips bags.The other one was that &#039;tazo&#039; didn&#039;t only sound like a Spanish or Mexican snack, it also lacked a sense of fun.This game of collectibles should feel like something that Dutch children would embrace like the Hawaiian did.Flippo was tested among consumers among other name proposals, including Tazo and became the final name, allowing it to capture the hearts of millions of eager Dutch kids.

Would the name 'tazo' work in the Netherlands?

Wordmark for wildly successful trading cards

Insurance companies are not known for their clear communication. Except Interpolis, whose brand essence is 'crystal clear'. For more than 20 years, this has been the guiding principle in everything they do. So what does that mean for the naming of their offerings?

Co-designed by Globrands, Interpolis has incorporated strategy into their naming as soon as they embraced clarity as their main differentiator. Al their naming is descriptive - but distinctive within the insurance world.Interpolis offering names follow a format that lets them clearly describe the product&#039;s function or purpose, but in wording you don&#039;t find in dictionaries like that. For clarity&#039;s sake and Interpolis being a Dutch company, all names are in Dutch.This leads to Globrands-created names like Alles-In-Eén polis (All-In-One policy)for a comprehensive insurance package, or the BuitenDeDeur insurance for property during outdoor activities. ZorgCompact and ZorgActief are slightly different health insurance policies and AutoModus is a care insurance policy.We call this kind of descriptive names in a distinctive language format semi-descriptive names. In this context, it has several advantages.<h3>Clarity for consumers</h3>Semi-descriptive names like these give consumers an immediate idea of what the product is for, making it easier for them to understand relevance and added value.<h3>Product differentiation</h3>Each product name is still unique and differentiates the product from other providers in the market, helping consumers make an informed choice.<h3>Brand extension</h3>This strategy provides flexibility to easily add new products to the range with a new descriptive name without weakening the Interpolis brand.

This form of naming has created its own brand language that is recognisable to Interpolis and contributes to its brand strength and Interpolis&#039; core value of &#039;Crystal Clear.&#039; Clear aligned naming that makes it easy for consumers to choose by quickly understanding the function and added value of each product, while new products can easily be added without weakening the Interpolis brand.The exclusive partnership between Rabobank and Interpolis, both part of the Achmea Group, further strengthens this strategy.

Naming manual

Proving Interpolis’ brand essence with a crystal clear naming system

How can you fundamentally build on employee pride during a spin-off? Here’s how naming served as the key differentiator in a rebranding of AkzoNobel Specialty Chemicals into Nouryon. For this rebranding we teamed up with Design Bridge (then VBAT) and VIM Group.

When it was announced at the end of March this year that the US-based Carlyle Group was going to acquire AkzoNobel’s Specialty Chemicals branch together with Singaporean investment fund GIC, a lot of preparation had of course been going on behind the scenes.AkzoNobel had announced in April 2017 that it wanted to sell its Specialty Chemicals branch, and preparations for this demerger were set in motion shortly afterwards. Because a spin-off of Specialty Chemicals meant a new name and a complete rebranding of the industry.

Rebrandings of this magnitude are often prepared in fairly small circles, sometimes even only at management and Board level. The management of AkzoNobel Specialty Chemicals thought differently and wanted as many employees as possible to be involved in the process. Under the leadership of Vivi Hollertt, Chief Communications Officer and Jasper Jansen, Head of Communications Netherlands &amp; Germany, a careful process for this was worked out. VIM Group was called in to assist with agency selection, impact analysis and implementation of the corporate identity to be developed, Globrands was selected for positioning and naming and VBAT for the design and corporate identity of the new brand.After a thorough external analysis looking at the positioning of competing chemical companies and gathering input from employees, the basic ingredients of the new positioning were identified. Then, some 15 focus groups worldwide, formed from employees from all levels of the company, formulated a common purpose in several sessions. That purpose ‘Your partner in essential chemistry for a sustainable future’ would serve as a guideline for all communication throughout the rebranding process and was an important part of the naming briefing.

Involving employees in rebranding

Vivi Hollertt, Chief Sustainability & Communications Officer at Nouryon

At the first orientation workshop at the head office in Amsterdam, various possibilities for naming were discussed by exploring different directions using so-called Moodwords. On this basis, it became clear that for naming purposes, the company’s history was also one of the important routes to be further elaborated.

This meant the team had to delve well into the past, scrutinising past company names, brand names and key people associated with the companies. Given the global use of the brand name to be developed, native speaking creatives from different countries in the Globrands network were involved in the process.At Globrands, the search resulted in many hundreds of names and name concepts. Of these, after initial trademark screening in the more than 80 countries where the company operates, checks on the availability of ‘web domains in those countries and primary linguistic suitability, enough remained to be submitted to the project group with substantiated advice.From two such creation rounds and presentations, a longlist for further research was determined in consultation with the international project group.That longlist was then subjected to further trademark searches for comparative and potentially conflicting trademarks and trade names and linguistic checks in all relevant languages.In the end, a shortlist of names remained, from which, after careful consideration, the name Nouryon was chosen that met all communicative criteria, was globally available under trademark law and of which all urls were available. More importantly, it was a name that everyone involved was comfortable with.

Setting a direction for the future by referring to the past

Meanwhile, design agency VBAT had already started to investigate the development of the brand properly, including design and the identity the brand should stand for. As the new name had to be kept strictly secret while the trademark registration process was still ongoing, VBAT was initially given only a dummy name and the first letter N.VIM Group prepared the implementation of the Nouryon name and corporate identity across the various brand carriers, both digitally and offline, so that everything was ready to be implemented.On 9 October 2018, the time had come and Nouryon presented itself to the world and its employees for the first time. By the end, more than 200 people were involved behind the scenes preparing the name, brand, and new materials such as the website.Here, CEO Charles Shaver underlined the link of the new name with the old Noury &amp; van der Lande – the two entrepreneurs from Deventer in the 19th century who discovered how chemistry could contribute to better flour and bread and would become part of a multinational company operating in 80 countries in essential chemistry: Nouryon.

A strictly secret operation

Retaining employee pride in the renaming of AkzoNobel Specialty Chemicals

How do you find a name that captures the ambitious vision of merging Fiat Chrysler Automobiles (FCA) with Groupe PSA to form the world’s largest car company? With our Global Naming Network (GNN) we developed Stellantis — a name that symbolizes the company’s stellar ambitions and diverse, innovative spirit.

The merger of Italian-American automaker Fiat Chrysler Automobiles (FCA) with French Groupe PSA created the world’s largest car company. Through its bold strategic plan, Dare Forward 2030, Stellantis aspires to achieve carbon net zero by 2038, doubling its net revenues and sustaining double-digit operating income margins throughout the decade.With a purpose to “lead the way the world moves,” the new group aims to exceed expectations and set the highest standards for the future. The name of the merger should represent the company’s commitment to providing cutting-edge freedom of mobility tailored to every need, powered by the passion and diversity of its people and brands.

As the assignment was to find a worldwide name, several GNN (Global Naming Network) partner agencies formed a team with the French partner Naemes, led by Frédéric Stenz and Patrick Piriou. Globrands contributed to the name creation and conducted linguistic checks.Stellantis, a name born from the stars, was chosen to represent the spirit of a new automotive giant. The Latin root “stello” means “to brighten with stars,” symbolizing the constellation of 14 iconic brands forming this innovative company. The name’s origins pay tribute to the rich history of its founding companies while the evocation of astronomy captures the true spirit of optimism, energy and renewal driving this industry-changing merger.Stellantis symbolizes the spirit of a diverse and innovative company determined to illuminate the way forward in the automotive industry. The name encapsulates a daring vision, guiding the company’s transformation into a sustainable mobility tech leader. It signifies a company determined to lead in the next era of mobility, embracing a new mindset and pushing the limits of what’s possible.

Global naming team

A name uniting stars in the automotive galaxy

Project: Create a distinctive brand identity that communicates the primary (strategic) goal of the merger Name: Spirit youth care X Bascule children and youth psychiatry Positioning, brandstory, naming: Globrands Alignment: Weyond Visual identity: Boo! Brandbuilders

A merger between two healthcare organisations brings many challenges; both on the inside and the outside. Therefore, it is important to find the common denominator that motivates and connects. On that basis, you can start working together.Professionals from Spirit youth care and Bascule child and youth psychiatry come together in the deep-rooted drive to help children and young people when things go wrong. That drive formed the basis for the merged brand.Together with a multidisciplinary project team, we defined a brand positioning. This team included psychologists, social workers, communication professionals and management. In interactive workshops, we determined the important elements of the brand. On this basis, the name and brand story were developed.

Merging two organisations with the same professional drive

Growing up involves trial and error. This is true for everyone. But sometimes making mistakes can be difficult. To help restore a child or young person&#039;s confidence and strength, it is important to be on the same level. Finding common ground can help immensely when trying to help. One project group member described it very aptly: &quot;the child does most of the work! This is why the new name works so well, both as a name and in communication, as can be seen in this video of the launch.

Levvel is on par with the child

Even though the brand positioning forms the basis of your brand, it is not always wise to put it word for word on your website. For that, a brand story is more suitable. The brand story tells in an inspiring way what the brand stands for. It shows the target group why this organisation exists.

From brand positioning to brand story

In order to ensure that Levvel&#039;s brand promise is fulfilled in daily practice, Peter Sieben and Jenna Kleingeld from Weyond guided the merger in terms of alignment. Several workshops were organized to fulfill the brand promise. Practical implementation is essential for brand positioning to be more than fancy words. Boo! Brand builders have developed the new visual identity based on the positioning.

Design and organisational alignment

Ties de Jong – Marketing- en Communication consultant for Levvel

Ties de Jong - marketing and communication consultant for Levvel

A full verbal identity for youth and family specialists

The Thalys needed its own name, because it was not going to be ‘just another’ train. Thalys is a name with a particularly French sound, but internationally easy to pronounce.

It reminds of ‘talisman’, the French lily and the coast adjacent to the trajectory: Thalasse. Besides, a name like Thalys can easily be connected to brand values like dynamic and speed.13 years later, Thalys got a little sister: Fyra. Fyra is a bit less exclusive and rides shorter distances. You can hear that in the name.

In 1995, the French (SNCF), Belgian (NMBS), Dutch (NS) and German (DB) railways joined hands by forming Westrail International, aiming to improve the network and connect Europe. Moreover, they wanted to profoundly change the image of rail travel by offering a concept that would be faster, more pleasant, more comfortable and more accessible for everybody in the four participating countries. After a European CT, Globrands was contracted for naming, and Total Identity for design.Besides the starting values ‘quick’, ‘pleasant’, ‘comfortable’ and ‘accessible’ (‘convivialité’ was the key word), a name positioning was determined around key words such as ‘French’ (SNCF conducted the project), ‘dynamic’, ‘female’, ‘business-like’, ‘accessible luxury’ and ‘innovating’. Of course, all international juridical and linguistic criteria had to be met.

Travel concept

The result, the Thalys brand, is surprising and original in several ways, and shows guts. The introduction in 1996 received considerable attention. International travel by train became fashionable again. In 2001, the share of train travel between Paris and Amsterdam had risen from 24 percent to 48 percent, and become larger than travelling by car (from 63 to 45 percent in the same period).

Guts

Globrands also developed the name Fyra for a high-speed train that travels shorter distances.

Fyra

How a name turned a train into a travel concept

How can we verbally distinguish ourselves clearly and effectively in the world of resource management?

Recycling Netwerk Benelux is a dynamic environmental organization driving systemic change towards reduced and sustainable product consumption, a cleaner environment, and a fairer world. Through effective lobbying for improved legislation and regulations, they advocate for policies that promote resource efficiency and combat environmental degradation. Their efforts extend beyond advocacy to actively fostering a transition towards more sustainable consumption patterns, contributing to a brighter, greener future for the Benelux region and beyond.

As we began to reassess their identity, we introduced our BrandDefiner method and facilitated a BrandDefiner session to help formulate and refine their mission, vision, goals, activities, core values, and tone of voice. With a renewed mission, vision, and goals in place, we guided them through a comprehensive decision-making process for a new name to ensure a successful rebranding. This involved guiding them in conducting stakeholder consultations and facilitating creative brainstorming sessions. We helped them make an informed name choice by considering all aspects, aligning their new name with their core values and strategic objectives.

Redefine for relevance

Fair Resource Foundation’s new verbal identity, harmonizing with their mission epitomizes their dedication to sustainability. The new mission statement:“Fair Resource Foundation aims to end the unsustainable, exploitative and polluting consumption of resources and help realize a society that works within planetary boundaries and supports broader well-being.”The transformation from their previous name, Recycling Netwerk Benelux, underscores their evolution and sharpened focus on resource conservation. This clear and impactful vision is enhanced by their commitment to fostering a sustainable and equitable relationship with resources, respecting planetary boundaries, and ensuring dignity for all.

Harmonizing the brand for a sustainable future

Rob Buurman, Director of Fair Resource Foundation

Verbal clarity to champion fairness

How can a verbal identity immediately show the why, how and what of a brand-new company working at the cutting edge of cancer breakthroughs?

In April 2020 a new globally active pharmaceutical company was launched, focusing on intractable cancers and autoimmune diseases.Based on proprietary technology, it creates new precision drugs with a broad development pipeline, including anti-HER2 ADC [vic-] trastuzumab duocarmazine (SYD985) for breast cancer.It is a spin-off from Synthon Pharmaceuticals, a multinational that focuses mainly on high-quality generic and hybrid medicines.

Together with Designbridge (then VBAT) we developed the verbal and visual identity. We did this by interweaving our processes, with us being responsible for positioning and brand story, brand essence, brand name and tagline, while Designbridge was responsible for the logo and visual identity.

Interwoven process

The founders, especially Jacques Lemmens, turned out to be remarkably good storytellers. We quickly experienced the rich corporate culture of parent company Synthon. Their wealth of inspiring stories always showed their deep commitment to outsmart cancer and autoimmune diseases.As a brand personality a passionate and daring explorer emerged, working in laboratories with extremely stringent quality and safety requirements. Yet he offers patients in a seemingly hopeless situation the prospect of a solution.Globrands formulated the brand essence expressed in the promise &#039;Make hope real&#039;.

Make hope real

The name Byondis was developed by the international Globrands network. It clearly expresses the character of the brand, while meeting all linguistic, trademark and domain name requirements. It was received very positively by both employees and investors.The name exudes the ambition and pioneering spirit so characteristic of this brand, as Byondis emphatically associates with &quot;beyond this&quot;.

The name

For a new brand like Byondis, it is important to make clear what the domain is. It was important to do this in a distinctive and progressive way, while still being serious, reliable and objective.This led to the tagline &#039;creating precision medicines&#039;.

The 'what'

A complete verbal identity for leading-edge cancer medicine

See how we set brands in motion with good verbal identity and brand naming.

Our work says it all