Wendy Harris, Managing Partner and Project Coordinator, uses her extensive background in market research to help brands through the naming process.

The goal is to enable brand managers and advertising executives to make informed marketing decisions by avoiding negative associations, mispronunciations and identities that simply do not resonate wth the target market.

 

Wendy performed the research with regard to the followng identities:

 

Ansell Healthcare- SKYN. Names were tested for a new non-latex polyisoprene condom. SKYN performed better than the assumed name candidate of choice. Respondents indicated that they would actually be embarrassed to purchase a condom with one of the name candidates tested. SKYN was our top recommendation for this condom.

 

The Empire. Test My Names llc. was commissioned by the popular Florida advertising agency www.theempireus.com to test viable name candidates for four high-end lines of single origin, organic coffee. These products have not yet been launched.

 

Michelin- g-Force: Tires owners of certain sports cars were contacted regarding names for a new ultra-high performance tire.

 

Spalding- Strata Advance: Golf balls Senior level golfers were contacted regarding a new, multi-layer technology for advanced distance and control.

 

 

Borden: Borden considered adding KKR to its name. After market research with senior level executives nationwide, KKR was dropped from the name due to negative associations.

 

 

Exabyte Data Storage: Logos were tested with data storage professionals. The lower case "e" shaped logo was dropped because it was associated with an unwinding data storage tape or lost data.

 

Skanska Construction Co.: Research showed that the traditional colors and logo shape must be maintained due to strong positive associations.

 

Baxter Healthcare - AMICUS: Name testing for a blood plasma separation device.

 

DuPont Merck: Distant farmers were contacted to name a new herbicide.

 

Ameritech: Communications Center- a name was needed for a more family-friendly store for cellular services. This identity resonated with the targeted attributes i.e. family friendly.

 

 

Wendy has experience in marketing, legal research, business coaching and business research. Her work in market research has been from the ground up as a supervisor of data collection, focus group moderator and market research manager with branding firm Addison Whitney.