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.