Citronade

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“The beginning of wisdom is to call things by their propper name.“

— CONFUCIUS
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WHY Award-Winning Agencies

20+ years
High-profile advertising, marketing, innovation.
Startup experience.

LISTEN
Ogilvy, Grey, OMD, Mercury 360

Iconic Brands
Dove, Gilette, Pantene, Nivea, Head &
Shoulders, Old Spice, Milka, Heineken,

TO ME? Carlsberg, Tuborg, Philadelphia, Tide, Ariel, etc.

Clients
We have experience working in the strategy of
startups, Fortune 50, Fortune 500, and large
global corporations:

Agora, Google, Microsoft, Philips, Bosch, Startup Experience

Nokia, Telekom, UniCredit Bank, HVB, CFA
Mentoring startups globally with Techstars,
Institute, OMV, Accenture, Unilever, Beiersdorf,
Founder Institute, Faster Capital (the US,
Pfizer, GSK, La Roche Pharma, Kraft, etc.
Canada, Europe, GCC).
BRAND POSITIONING

What it is/does How it's perceived

BRAND ATTRIBUTES, WHAT & WHY PURPOSE, DISTINCTION, PERSONALITY

What the brand/product delivers. How it's perceived.

What are the benefits? How it is distinctive and unique.

How much does it cost? Voice and emotional connection.

WHY BENEFITS OF
CATEGORY-DEFINING NAMING

SHOULD YOU
CARE Inspire customers.

Become category leader.

According to Harvard Business Review,

Become brand of choice.
Lower CAC.
category creators earn 76% of the

Create strong brand equity.

market, leaving the rest of the players
Higher LTV.
to fight for the remaining 24%. Stop competing on price.
Less churn.
Source: The Difference Between a First Mover and a Category Creator (hbr.org)
WHAT'S THE JOB OF A NAME?
Evoke
SUPPORT INSPIRING
POSITIONING ATTRIBUTES
A good name must be able to
evoke and metaphorically
suggest your main positioning
attributes.
Connect
GENERATE EMOTIONS AND
STIMULATE CURIOSITY
Inspiring names create an
emotional connection with the
target audience.
Great names become
conversation subjects.
Stand out
HAVE A STRONG AND UNIQUE
PERSONALITY
A good name creates the
perception of being unique. It
acts as a moat and positions
your brand as a category leader.
Attracts both customers and
investors.
WHICH FEATURE INSPIRES
YOU?
Feature (identical):
The camera follows
users to keep
displaying them in the
centre of the image.

Apple name NVIDIA name

Centerstage Auto-frame
Inspiring Descriptive
Visual Lacks visuals
Portrays user success Product-oriented (self-centred)
 BULK NAMES vs.

CATEGORY-DEFINING
Logo Maker
Logo Maker.
Logo Maker”
Logo Maker!.
Logo Maker & Designer
Logo Maker Shop
Logo Maker | Design Monogram
Logo Maker | Vintage Design
Logo Maker - Logo Design Shop
Logo Maker - Logo Design Maker
Logo Maker - Design Creator
Logo Maker + Logo Creator
Logo Maker - Logo Creator
Logo Maker Shop - Free Logo
Logo Maker Design Editor
Logo Maker: Watermark Designer
Logo Maker Watermark Designer
Logo Maker - logo design creator
Logo Design - Maker & Creator
Easy Logo Maker - Design Logo
Logo Maker - Logo Designer
Logo Maker - Create & Design
Logo Maker, Logo Creator Canva
Logo Maker: Create Designs
Logo Maker | Logoster
Logo Maker - Logo Creator. 51K ratings on the AppStore
Logo Maker - Professional Logo Creator
Logo Creator (most rated and downloaded
Logo Creator : Best Logo Maker in the category)
Minimal Logo Maker
Esport Game Logo Design
Pro Logo Creator 489K ratings on Google Play
Watercolour Logo Maker (most rated and downloaded
Logo Lab
Gaming Logo Maker in the category)
LogoScopic
Legend: Gaming Logo Maker
BENEFITS OF A GOOD NAME
Create desire
ATTRACT CUSTOMERS &
INVESTORS
Memorable names connect
emotionally, create curiosity,
inspire consumers, stimulate
imagination, attract investors,
and create brand desire.
Save money
LOWER CLIENT ACQUISITION
COSTS & REDUCE CHURN
Inspiring names reduce the need
to run multiple ads to get brand
recognition. Running ads is not
only costly but irritates clients
and drives them away.
Become iconic
STAND OUT FROM THE
COMPETITION AND LAST
Get custom-built company or
product names based on your
brand positioning and help your
brand name and domain name
stand out from the competition.
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TYPES Descriptive

Explain what it is and what it does.

Inventive

New.

OF
Very clear and explanatory. Usually have Latin/Greek roots.

Unengaging, dry, dull. Need big corp marketing $$$.

Do not show leadership. Show leadership.
Impossible to trademark. Easy to trademark.

NAMES
Undistinguishable. Unique.
Unable to create moats. May create moats.

Experiential Evocative Provocative

Based on audiences' experience. Metaphorically encapsulate The most overlooked, counterintuitive

positioning. type of naming.
This type of name generally makes

sense to the consumer as applied to a Unlike any other name in the category. Provocation or has a negative
product or company. A powerful differentiator. meaning. But as long as the name

Can work on many different levels and maps to one of the positioning points
Differentiation is a problem. Because engage the audience in many different of the brand, consumers process these
these names can be pretty evident, ways. supposedly negative messages
they can be overused. “Bigger” than the goods and services positively, lightheartedly and with a
for which they are initially coined. sense of humour.
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PROVOCATIVE NAMES

Every viral name is a provocation:

Banana Republic
Slack
Discord
Virgin
Lululemon
Target
Yahoo
Caterpillar
Hotwire
Bluetooth
Gossip
Oracle
 A GOOD NAME'S JOB
Be strategic Be creative Be technical
Is it meaningful? Is it memorable and relatable? Is it legally available?
Does it reflect your brand
Is it catchy, juicy? Will it get
Will it result in legal problems

positioning? people's attention? down the road?

Is it adaptable? Does it sound good? Is it linguistically viable?
Can it adapt to a pivot? Can it
Is it fun to say? Sonically
Does it have inappropriate

accommodate future products? pleasing? meanings in relevant languages?

Is it distinctive? Does it look good? Is it easy to spell/pronounce?
Will it stand out compared to the
Is it visually pleasing when
Will it avoid confusion and

competition? written down? mispronunciation?

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VISUAL VS CONCEPTUAL
VISUAL Easily remembered.

Have colour, dimensions.

Stimulate multiple senses.

Invoke memories.
Dry, dull, boring.
Create multiple emotional CONCEPTUAL
associations Abstract = difficult to
remember.

Don’t stimulate senses.

More challenging to invoke

memories.

Usually cannot create

emotional associations.
 NAME VARIANTS
Brand name Domain name Company name
The essence of your positioning Your domain name Your legal name

Primavera primaveraskin.com Primavera Skin Inc.

domain modifier legal term

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10 + 1 NAMING CRITERIA
Distinctiveness

Brevity

Memorability
Positioning fit
Visual imagery
Spelling
Looks
Pronounciation

Sound

Pivot potential
Trademarkability
OUTBOUND VS INBOUND

Stalker marketing Charmer marketing

STALK AND NAG SEDUCE AND ATTRACT

Attract, charm, inspire.

Tracking
Educate and be a thought leader.
Remarketing
Be catchy, witty, have humour, show

Email sequences
off the brand personality.
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CATEGORY CREATION
 ROZADA

Drink and bloom.

Rose lemonade
Romania, EU
OUR NAMES
 PRIMAVERA

Where you bloom.

Aesthetics clinic
Manchester, UK

*Pre-launch
 NOSY

Building intelligence.
Building sensors
Boston, US

*Pre-launch product
 MOONWALK

Simply light.
Physiotherapy app
San Francisco, US

*Pre-launch
 STOPLESS

Trade like a machine!

Predictive trading platform
Vancouver, BC, Canada
 GOSSIP

Be the talk.
Content promotion platform
Toronto, ON, Canada

*Pre-launch
 FAVENTURA

Create Your Favourite Avdenture.

Social Development charitable organization
Rhode Island, US

*Pre-launch
 THE JACK

Legendary villains.
AR mobile game
London, UK

*Pre-launch
 Mara Rada - https://mararada.medium.com/

https://linkedin.com/mararada

https://citronade.id

@mararadas

CONTACT.
“The right name is an advertisement in itself. “

— CLAUDE C. HOPKINS

THANK YOU!