Let’s start with this random name that came into my mind: Fulton. You have only read the name. Never heard of Fulton. But think about Fulton and let your brain start imagining.
Fulton, Fulton, Fulton…
How do you imagine Fulton as a company? Where does it come from? Did it start in London, Miami, Amsterdam or Barcelona? Is it a heritage brand or a start-up company? Do you see Fulton as a fancy company or a low cost brand? Is their e-commerce powerful? Would you like to be a Fultoner? Do you have the Fulton app? Does your mother wear a Fulton bag? Or do you drive a fast Fulton, sit on a Fulton couch, or eat ramen at the Fulton… Maybe you sleep on a Fulton mattress. Or you just opened a Fulton social media account.
You probably have an answer to some of these questions. You don’t know exactly why, but some answers are clear and about others, you have doubts. The name creates the thing. Evokes. Creates associations. Paints a picture in your brain. Starts a story.
Naming is one of the most complex activities while building a brand, because of its strategic and creative nature
Naming is one of the most complex activities while building a brand, because of its strategic and creative nature. When you create a new name, you have the power of setting a framework in your brain. Just by combining letters you generate a context from which to start a conversation. Combining letters, you place your brand in a certain landscape, in a certain mood. Which framework do you want to build? What story do you want to tell?
By the way, visit www.fulton.com to check out if this is what you imagined.
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We are very proud to have been chosen by the Financial Times as one of the most innovative, fast growing companies in Europe for the 2018 edition of FT1000.
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