THE PROCESS
When naming, the quality of the process determines the quality of the outcome. For this reason, careful supervision of the process is an absolute requirement.
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A carefully completed process not only produces a good name, but also a deeper insight into the relationship between the name and (the communication of) all formulated values.
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Step by step and almost playfully, a solid support is created for making broadly supported choices.
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The naming process is inspiring and surprising, it makes you think and last but not least it is just incredibly fun and connecting - naming is the first step towards building a brand.
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“There are harlequins all around you.
Put two things together - words, images - and you have
a triple harlequin. Forward! Play!
Think of the world!
Consider reality!'
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From: Harlekinade, © heirs V. Nabokov
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