Case Studies:
Consumer | Technology | Healthcare | B2B | Corporate Identity | Non-Profit
the client: Food Lion
the need: Verbal Brand Development
the solution:
BrandClarity was retained by Food Lion to develop a name for a concept store aimed at providinga simple, uncomplicated and hassle-free shopping experience. Food Lion’s mission was to examine customer and retail trends, identify unique opportunities for growth and capture those through this new offering. The new store offers competitive prices, provides the freshest products and focuses on eliminating many of the hassles of shopping through technology and product placement. Food Lion wanted to create a brand that was upbeat and uncomplicated, yet founded in Food Lion’s tradition of competitive prices. Based on this new and fresh concept, BrandClarity developed the name Bloom for the store.
the client: Clarke American
the need: Verbal Brand Development
the solution:
Utilizing its "In Touch" technology, Clarke American positioned itself as the only provider ofdigital printing in the financial industry. The company retained BrandClarity to create a verbal brand that would encompass its new digital offering, which includes postage-sized pictures available on financial checks. Clarke American desired an identity that would allow them to expand the line into stationery and additional accessories. BrandClarity developed the name MyStyleTM to reflect the personalization and customization of the offering. This new brand succinctly captures the emotional appeal for consumers, while effectively conveying self-expression, freedom, and convenience.
the client: Philips / Procter & Gamble
the need: Verbal Brand Development
the solution:
Philips Sonicare and the Crest® brand team at Procter & Gamble retained BrandClarity to develop a new name for their revolutionary cleaning system. Sonicare and Crest® jointly developed an integrated toothbrush/toothpaste cleaning system that more effectively cleans and whitens teeth. The system provides a deep clean that is one step closer to daily flossing. BrandClarity worked with both teams to develop the name IntelliClean and “The IntelliClean System .” The name IntelliClean speaks to the smart design of the product and the deep cleaning the product provides. More importantly, name testing revealed that the name IntelliClean reinforced the pride users have in a clean and healthy mouth. The marketing team incorporated the term “system” because the way in which the toothbrush and toothpaste work together to clean the user’s teeth.
the client: General Motors/Pontiac
the need: Verbal Brand Development
the solution:
Pontiac retained BrandClarity to create a name for a new, category-defining vehicle. Fusing the advantages of multiple vehicle types into a new and exciting offering, the entry-level car resembles a small sport utility vehicle, yet offers the functionality of a station wagon or minivan. Pontiac desired a name that captured the sporty image of the vehicle, while clearly positioning it as an affordable and functional alternative for younger consumers. After an extensive creative process that included on-site brainstorming sessions with Pontiac executives, BrandClarity developed the name VibeTM. Short and powerful, VibeTM encapsulates the contemporary essence of the car, in addition to effectively portraying it as a fun and versatile vehicle for young, active lifestyles.
