Citronade

TM

NAMING AND CATEGORY DESIGN

“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

Does Nike:
Describe shoes?
Explain the umber of sole

layers?
Tell us why their shoes

are better?
or
Does it talk about values

and relates emotionally?

BRAND POSITIONING

Commodity Perception
PURPOSE, DIFFERENTIATION,

BRAND ATTRIBUTES, WHAT &

PERSONALITY
WHY, WHAT IT IS/WHAT IT DOES
What's the consistent personality.
What the brand/product delivers.
What makes it distinctive and unique.
What are the features/benefits?
Voice and emotional connection.
How much does it cost?

Positioning a brand is creating a perceptual and emotional differentiation

between you and your competitors and building or shaping your category to

your brand’s advantage. Great positioning is a moat.

WHY BENEFITS OF
CATEGORY-DEFINING NAMING

SHOULD YOU
CARE

According to Harvard Business Review, category creators earn 76% of the market,

leaving the rest of the players to fight for the remaining 24%.
Source: The Difference Between a First Mover and a Category Creator (hbr.org)
IF APPLE WAS NAMED LIKE

STARTUPS TODAY?

Nextgen
Computer
Solutions
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.
 "WHAT IT IS" &
"WHAT IT DOES"

Twitter Th
readmake
Threadcre r
ator
Thraedify
Threadap
p
Threadsta
rt
 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
Logo Maker: Create Designs
Logo Maker | Logoster
Logo Maker - Logo Creator.
Logo Maker - Professional Logo
Creator
Logo Creator
Logo Creator : Best Logo Maker
Minimal Logo Maker
Esport Game Logo Design Canva
Pro Logo Creator
Watercolour Logo Maker
51K ratings on the AppStore
Logo Lab
(most rated and downloaded
Gaming Logo Maker
in the category)
LogoScopic
Legend: Gaming Logo Maker
489K ratings on Google Play
(most rated and downloaded
in the category)
WHICH FEATURE INSPIRES
YOU?
Feature (identical):
The camera follows
users to keep
displaying them in the
centre of the image.

Apple name NVIDIA name

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)
BENEFITS OF A GOOD NAME

Create desire Save money Become iconic

ATTRACT CUSTOMERS & LOWER CAC & CHURN. STAND OUT FROM THE
INVESTORS HIGHER LTV COMPETITION AND LAST

Memorable names connect Inspiring names reduce the need

Get custom-built company or
emotionally, create curiosity, to run multiple ads to get brand
product names based on your
inspire consumers, stimulate recognition. Running ads is not
brand positioning and help your
imagination, attract investors, only costly but irritates clients
brand name and domain name
and create brand desire. and drives them away. stand out from the competition.

Inspire customers.
Become category leader.
Become brand of choice.
Create strong brand equity.
Stop competing on price.
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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
 NAMING PYLONS
Strategy Creativity Technicalities
1. Is it meaningful? 1. Is it memorable and relatable? 1. 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?

2. Is it adaptable? 2. Does it sound good? 2. 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?

3. Is it distinctive? 3. Does it look good? 3. Is it easy to spell/pronounce?
Will it stand out compared to the
Is it visually pleasing when written
Will it avoid confusion and

competition? down? mispronunciation?

NAMES: BRAND, URL, LEGAL
Brand name Domain name Company name
This is the distinctive term, the
This is your URL. This is the legal name of your

metaphorical essence of your

company.
brand positioning. citronadeagency.com
Citronade Strategies Inc.
descriptive term / domain modifier
Citronade corporate name legal element
citronade.id

different TLD

Facebook started with thefacebook.com

Remember: Clubhouse with joinclubhouse.com

Dropbox with getdropbox.com
Agora still uses agora.io
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VISUAL VS CONCEPTUAL
SENSORIAL 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.
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10 + 1 NAMING CRITERIA
Distinctiveness

Brevity

Memorability
Positioning fit
Visual imagery
Spelling
Looks
Sound and

Pronounciation

Energy

Pivot potential
Trademarkability
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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
 Mara Rada - https://mararada.medium.com/

https://linkedin.com/mararada

https://citronade.id

@mararads

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

— CLAUDE C. HOPKINS

THANK YOU!