Jeffery Reich

Brand Communications

Jeffery Reich

Jeffery Reich

Case Study

Naming Framework: Defining a unified identity for a global technology leader

Naming Framework: Defining a unified identity for a global technology leader

Person wearing a blue puffer jacket and red backpack standing in front of a light blue building on a city street.
Person wearing a blue puffer jacket and red backpack standing in front of a light blue building on a city street.

Jeffery Reich

Brand Communications

Jeffery Reich

Brand Communications

At a Glance

At a Glance

At a Glance

Working alongside internal teams, I helped shape a scalable naming architecture for a global industrial technology leader—bringing structure to complexity and enabling stronger alignment across markets.

Working alongside internal teams, I helped shape a scalable naming architecture for a global industrial technology leader—bringing structure to complexity and enabling stronger alignment across markets.

Working alongside internal teams, I helped shape a scalable naming architecture for a global industrial technology leader—bringing structure to complexity and enabling stronger alignment across markets.

Scope:
Scope:

Consolidate 200+ legacy names in a new structure

Markets:
Markets:

North America, EMEA, APAC

Sector:
Sector:

Brand Naming

Impact:
Impact:

Simplified portfolio, faster launches, stronger brand clarity

Case Study

Case Study

Case Study

The Challenge

A leading global industrial technology group (annual revenue >€10B) faced a fragmented product naming landscape. Over 20 business units had been creating their own names, leading to confusion in the market and inefficiencies internally.

  • Customers were unsure how offerings related.

  • Sales teams struggled with inconsistent terminology.

  • Some product names failed in key markets (translation issues, trademark conflicts).

The company needed a cohesive naming system to support global growth and simplify future launches.

The Solution

We designed a structured naming architecture and creative framework that worked across German and English markets, balancing technical precision with market resonance.

  • Stakeholder workshops across BU leaders and corporate marketing.

  • Creation of naming principles and portfolio logic (umbrella names, product descriptors, system tiers).

  • Creative exploration in multiple naming territories (technical, metaphorical, functional).

  • Linguistic and cultural screening for German, English, and 6 further priority languages.

  • Delivery of a decision framework to evaluate future names consistently.

The Outcome

  • Consolidated 200+ legacy names into a scalable, simple structure.

  • Delivered a clear set of 8 new product names that passed legal and linguistic screening.

  • Increased brand clarity in sales presentations and customer proposals.

  • Gave executives confidence in global launches with a repeatable process.

Today, the company’s product names present a unified identity, supporting both credibility with engineers and recognition with buyers worldwide.

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