Beyond the Name Game (Half Day) | School of Marketing | ANA

Beyond the Name Game (Half Day)

Using Brand/Product/Service Naming to Drive Competitive Advantage 
(Half Day Workshop)

Your brand, product or service name is typically a target’s first introduction to your brand, yet for many marketers, it’s often the last strategic consideration in the brand-building equation. This lack of foresight helps explain why some brand names simply go unnoticed or become irrelevant while others cut through the clutter and viscerally connect with a target market. To create break-out names that create consumer interest and drive consideration, an organization needs to elevate the role of naming and develop a holistic naming strategy.

The goal of this workshop is to show you how to use naming to establish differentiation and relevance – creating truly memorable and sticky brands that will drive competitive advantage. This workshop will help you understand:

  • The critical role the positioning statement plays in naming
  • The role of naming within the overall offering portfolio
  • The complete naming process
  • The nuts and bolts of naming
  • Creative (how to develop a naming creative brief)
  • Trademarking and global linguistic evaluations
  • How to avoid the pitfalls that waste both time and money

Whether you are a B2C or B2B marketer, this workshop will arm you with valuable, real-world knowledge to ensure you get your next brand name right and to elevate the overall naming strategy within your organization and go-to-market processes.

This engaging, interactive workshop is packed with individual and team exercises, creative examples, useful toolkits, and case studies. You will have many opportunities to evaluate industry names and hone-in-on the types of names that cut through your category’s clutter. Throughout the session, you’ll discover what inspires and drives brand naming success. Quite simply, this course will help you to be a better professional marketer with the ability to launch more successful brand names.

*This workshop is excerpted from the Full Day workshop “Beyond the Name Game”, where participants take a deeper dive into crafting best-in-class positioning statements and develop a complete strategy to determine when you should rename an existing brand offering.

*This workshop is applicable for both B2B and B2C and can be tailored to either audience.

Who Is This Workshop For?

This workshop is ideal for those involved in any aspect of bringing new offerings to market or needing to reposition a current brand/offering. This includes:

  • Corporate marketing professionals
  • Product marketing professionals
  • Product development professionals
  • Product management professionals
  • Trademark professionals

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to create memorable and sticky brand names that your customers will identify with and want to buy from
  • How to create names that communicate the brand’s unique value proposition and tell its story, in order to build a stronger connection with your customer
  • How to develop a naming creative brief that guides the entire naming process
  • How to know when and how to engage a naming resource, and when it is worth cutting the budget and doing it in-house

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to implement a naming process throughout the organization that drives marketing strategy, improves resource management, and reduced internal redundancies
  • What works and doesn’t work for brand names, with relevant case studies
  • The pitfalls to avoid when creating brand names

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to use naming to create competitive advantage in your field and drive better business results
  • When you should invest in launching a new brand name and when you should leverage an existing one
  • How to build the corporate brand through offering naming

Download the full agenda here


  • Natalie Ross

    Natalie is a seasoned branding professional, having worked at the world’s leading branding firms, Interbrand and Landor, as a marketing professional within Fortune 500 companies including MasterCard and JP Morgan Chase, and as a Principal and Managing Partner at FullSurge, her strategic brand and marketing consultancy created to help build brands the world can’t live without.