Post by account_disabled on Mar 5, 2024 23:16:18 GMT -5
Cinco Días publishes an interesting article on naming trends on the occasion of SUMMA's work for Caixaholding, La Caixa's portfolio of industrial holdings that is now known as Criteria Caixa Corp. The article by Carlos Gómez Abajo is a shame that be part of those topics that are 'reserved' for August, because I think it offers some interesting keys. I remember that some time ago I referred to why certain names are chosen to designate brands, a process frequently plagued by controversy. letters Regarding the Criteria case, Conrad Llorens – CEO of Summa – points out that "Criteria represents the intangible part, and Caixa Corp, the solidity and power of a consolidated company known in the world." In this way, he states that "the name Criteria aims to provide more of a market vision and emphasize that it is no longer a department of La Caixa", and anticipates that "depending on the evolution of the brand, in a couple of years there could be some change". «Criteria comes from the Greek kriterion and aims to suggest 'sustainable value management that ensures meaningful growth,' explains Llorens. It is a feminine and evocative name, the dominant trend in the market. Descriptive names, adds the expert, have gone down in history, because in saturated markets 'what is done' is not as important as 'how it is done.
Llorens likes to say that brands are 'territories of meaning', and he compares them to geographical territories like France and Germany, also with a feminine ending. In addition, the journalist reviews some of Summa's works based on the emotional connections that brands create with their audiences. In this sense, the work for the BBVA real estate group for the BBVA venture capital manager (now Valanza, a neologism that refers to Industry Email List value and trust) and for ABN Amro (for which he devised the naming of a consumer credit line for all of Europe: Imagine). Informe naming According to Carlos Gómez Abajo, the development of a naming involves five steps: 1. Strategy. The first step to creating a corporate name is to be clear about the strategic reasons. 'You have to work a lot with the client to define the objectives that justify a logo,' says Fernando Beltrán, from The Name of Things . 2. Form. The next thing is to decide the tone of the name, whether it should be 'aggressive, rigorous, professional or fun', in the words of Conrad Llorens, from Summa. The language in which it is expressed and the countries in which it must operate are other aspects that must be taken into account.
Attributes. From the analysis of the company or product, the values and connotations that you want to promote must be extracted. From there, a first list is prepared, ranging from roposals in the case of Nomen, for example; Then about 120 are chosen. Summa keeps 5Registration. A check in the registry of the Spanish Patent and Trademark Organization and that of its European counterpart is the next filter. 5. Decision. 'The brand is the first silent advertisement' of a company, describes Fontvila, 'it is not just a company name.' Hence the importance of looking for an appropriate name when starting a corporate refoundation process, they add from Summa. Once chosen, a new control is carried out on the registry to avoid similarities with the logos of other companies, or other conflicts that ruin the project. More information about naming in the interesting blog published by the American branding company Name Development and to which I have already made reference on several occasions. About the Criteria case, more information on RedBlog, Summa's blog. Some of the many media repercussions of the project: Expansion: “CaixaHolding, the industrial group that La Caixa will take public before the end of the year, will be called Criteria Caixa Corp, as confirmed by sources close to the entity.
Llorens likes to say that brands are 'territories of meaning', and he compares them to geographical territories like France and Germany, also with a feminine ending. In addition, the journalist reviews some of Summa's works based on the emotional connections that brands create with their audiences. In this sense, the work for the BBVA real estate group for the BBVA venture capital manager (now Valanza, a neologism that refers to Industry Email List value and trust) and for ABN Amro (for which he devised the naming of a consumer credit line for all of Europe: Imagine). Informe naming According to Carlos Gómez Abajo, the development of a naming involves five steps: 1. Strategy. The first step to creating a corporate name is to be clear about the strategic reasons. 'You have to work a lot with the client to define the objectives that justify a logo,' says Fernando Beltrán, from The Name of Things . 2. Form. The next thing is to decide the tone of the name, whether it should be 'aggressive, rigorous, professional or fun', in the words of Conrad Llorens, from Summa. The language in which it is expressed and the countries in which it must operate are other aspects that must be taken into account.
Attributes. From the analysis of the company or product, the values and connotations that you want to promote must be extracted. From there, a first list is prepared, ranging from roposals in the case of Nomen, for example; Then about 120 are chosen. Summa keeps 5Registration. A check in the registry of the Spanish Patent and Trademark Organization and that of its European counterpart is the next filter. 5. Decision. 'The brand is the first silent advertisement' of a company, describes Fontvila, 'it is not just a company name.' Hence the importance of looking for an appropriate name when starting a corporate refoundation process, they add from Summa. Once chosen, a new control is carried out on the registry to avoid similarities with the logos of other companies, or other conflicts that ruin the project. More information about naming in the interesting blog published by the American branding company Name Development and to which I have already made reference on several occasions. About the Criteria case, more information on RedBlog, Summa's blog. Some of the many media repercussions of the project: Expansion: “CaixaHolding, the industrial group that La Caixa will take public before the end of the year, will be called Criteria Caixa Corp, as confirmed by sources close to the entity.