A professional services firm developed a financial services platform and was looking to determine a name and narrative for the platform as part of their GTM strategy.
The objective was to develop a platform naming & narrative strategy by identifying specific naming options and gaining a VoC perspective by conducting double-blind interviews.
10EQS assessed the platform naming success criteria and key branding themes desired to be associated with the name. 5 industry experts were initially interviewed to understand the wealth management & tax services market. In addition, 10EQS conducted extensive secondary research on competitive naming & branding concepts.
10EQS considered over 70 potential names and engaged in deep Client team discussions regarding 15 of these. 5 were selected to be pressure tested by experts; these 5 also passed a linguistic and cultural screen. Ultimately, 3 names resonated most with potential customers, cleared cursory competitive usage, and are recommended for brand development.
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