Branding, Naming, Language

Three names. Three almost identical products. Three very different modes of action through which the brand wants to reach us.

Sound meets light. Acoustics meets optics. IKEA meets Sonos. The self-confident brand message? “The loudest and smartest table lamp IKEA has ever had in its range.”

One of the most common briefing requirements throughout the last couple of years for the development of new brand names has been – probably not just for us – "sustainability". Well, how would one develop a sustainable brand name?