Naming

Naming is the part of branding process that focuses on the careful selection of a linguistic image for your organization or product. The right name conveys a sense of purpose; it is the foundation for establishing a connection with your target market. The right name also is flexible: Although it doesn't change over time, it expands to incorporate new missions or products to meet changing consumer needs. Naming is so important to creating a brand identity and competitive edge that brand names are protected by law from infringement.

ICF Macro has helped many public and private corporations find the right name. Our naming process involves both quantitative and qualitative methodologies, such as the demographic characteristics of your target market, and what factors, such as age or race, influence their decisionmaking. It is based on an in-depth understanding of your organization's mission, strategic plan, competition, and consumer needs. We work with you to find the name that will work for you.

Department of the Navy Childcare Services

The Department of the Navy called on ICF Macro to help it respond to a White House mandate to expand available childcare services to Navy personnel by 50 percent within existing budget restrictions. ICF Macro used a three-phase approach that incorporated assessment, strategy development, and creative execution of a solution. Guided by ICF Macro, the Navy's Family Childcare Center changed its name to Child Development Home (CDH) to emphasize the quality of childcare provided. We then developed a marketing strategy and communications plan to help CDH achieve its business objectives. ICF Macro helped CDH build brand identity by developing a new logo and unique selling proposition that presented a motivating message to the target audiences and reinforced CDH's new identity. The White House has since hailed the childcare provided by the Navy as a "model for the Nation."

Reality Check and ForReal

In contrast to common public perceptions, marijuana is increasing in potency and harm, with the consequence that more people seek treatment for addiction to the drug annually. The Center for Substance Abuse Prevention (CSAP) wanted a name for a public education initiative that would drive home this message of potential health risks to teens and adults who influence teens. ICF Macro conducted research and focus group testing before selecting Reality Check as the name for CSAP's initiative and Web site. ForReal is the name ICF Macro selected for a companion Web site targeted specifically to teens. The names are geared to different age groups, but similarly convey the idea that the information CSAP provides is factual, straight forward, and not to be ignored. ICF Macro has used these names as the thematic guide for developing CSAP marketing strategies and educational materials about the risks associated with drug use. The Reality Check Web site averaged 617,000 hits, and the ForReal Web site averaged 667,000 hits, per month for 2003.

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