Good names happen with a good approach.
Everyone wants a name that’s effective, differentiating and smart. What’s required is the dexterity to reach into hundreds of ideas and select the one.
To do this, 3.2.1 has developed a proprietary decision-making process called Spark. The database-driven approach helps diverse teams rank and sort ideas by the many ways the name needs to resonate.
The ranking and sorting approach unique to Spark allows the best ideas rise in real time—which means it’s fastidious but also extremely fast. From name generation through viability research to the final decision, the process is measured in weeks not years.
Naming that navigates all the variables.
With the Spark naming process, we:
- Precisely define the target so our name is well aimed. Our Spark naming process is built on our Fuel brand-strengthening framework, which allows the name to be aligned from the start.
- Generate an extensive list of ideas, exploring the audiences, environments and aspirations for the name. Our average initial list starts with over 350 names.
- Facilitate ranking and sorts the finalists in real time. Your team is part of the process, not handed a few names to pick from.
- Create an effective identity that will help you stand out. We work with leading logo designers to turn the right name into the right mark.
The 3.2.1 approach is robust enough to work in a room of diverse stakeholders, even with cross-functional or cross-community participants. It’s specifically designed to give voice to the different experiences around the table.
It also provides the kind of clarity that serves as a launchpad for everything related to the name, defining not only what something is called, but what it stands for, the voice it speaks with and how it acts in the world.