The Challenge

The company was preparing to launch a new portfolio of medical devices in a competitive market. Existing naming practices were fragmented, often developed without clear business context, and inconsistent across products. This created weak recognition and limited ability to carry value from one generation to the next.

• Names lacked consistency and continuity.

• Product generations and variants were disconnected.

• Naming costs rose due to lack of scalable architecture.

• Competitors demonstrated the long-term value of strong product names.

The Solution

A structured naming framework was developed to align naming with business objectives and brand values. The process introduced hierarchy, filters for different audiences, and creative exploration across emotional and factual territories. Candidate names were tested against cultural and legal constraints to ensure international viability.

• Defined five objectives: recognition, enduring value, budget efficiency, brand/audience resonance, and scalability.

• Created filters for patients (emotional reassurance) and professionals (technical clarity).

• Mapped naming themes on an emotional–factual spectrum to guide balance.

• Developed and tested candidate names across multiple markets.

• Established a scalable naming architecture adaptable to future product generations.

The Outcome

The project delivered a robust framework for naming medical devices, replacing fragmented one-off solutions with a system designed for growth. Instead of isolated names, the company gained a consistent approach that reinforces brand values, supports recognition, and reduces long-term costs.

• Stronger recognition through descriptive, memorable names.

• Enduring value across multiple product generations.

• More efficient trademarking through structured use of suffixes and tiers.

• Portfolio coherence aligned with brand values and strategic positioning.

• A scalable naming system that can extend into future therapeutic areas.