This document discusses naming architecture and how it leads to portfolio simplicity. It provides examples of how naming architecture involves modeling a company's portfolio, establishing name selection criteria, developing naming frameworks, and creating internal guidance. The examples demonstrate how naming architecture was implemented at Aetna, Motorola, and Memorial Sloan Kettering Cancer Center to simplify their portfolios and reinforce their brands through more consistent naming.

1. Naming architecture
A blueprint for
portfolio simplicity
June 23, 2015

2. The Simplicity Company
Siegel+Gale is a global strategic branding firm committed
to building world-class brands through elegantly simple,
unexpectedly fresh brand strategies, stories and experiences.
+ Research
+ Strategy
+ Naming
+ Brand Architecture
+ Brand Communication
+ Design
+ Simplification*
+ Digital
+ Employee Engagement
+ Brand Activation
New York • London • Shanghai • Los Angeles • Riyadh • San Francisco
*Simplification is the strategic process of transforming communications and
interactions into clear, useful, customer-focused experiences.

3. + improves margin
+ increases loyalty
+ drives stock performance
Simplicity pays
simplicityindex.com
The GBSI is our yearly ranking of the
world’s most simple brands as delivered
through customer experiences.

4. Simple can be harder than
complex. You have to work
hard to get your thinking
clean to make it simple.
But once you get there,
you can move mountains.
Steve Jobs

5. What is naming
architecture, and
how does it lead to
portfolio simplicity?

6. It’s how an entity
organizes and guides
the naming of its
capabilities and offerings,
so that customers and
others can readily
understand and navigate
what’s being offered.

7. It may involve
creating some new
names
But in fact, it generally involves
reducing the number of
proprietary names in a portfolio.
It’s about creating consistent
naming hierarchies and
constructs rather than creating
specific new names.
< = >

8. It’s often referred to, but isn’t exactly the same as,
brand architecture—which primarily deals with the
role of a parent brand or masterbrand and secondary
brands in a portfolio.

9. The new CVS Health brand architecture is
establishing the relationship of its four key
businesses and their products to the parent

10. Business Units
Corporate brand
Pharmacy Advisor®
Acquired sub-brands
Specialty Connect™
Philanthropy
Partnerships &
joint ventures
Sponsorships
Internal
FastStart®
CustomCare® Programs
UR/URPlus Pharmacy Mgmt.
Health Savings Pass®
Please note: the above is a representative sample of portfolio offerings, not a comprehensive current state map.
Services,
products,
programs
Business unit
campaigns
Cross-business unit
offerings
Personalized Weight Loss Program
Stop smoking with Start to Stop™
CareTeam
CarePlus™
myWeeklyAd
myCVS On the Go
Pharmacy Home™
myCVSPharmacy®
CVS/pharmacy Health
Savings Pass
Extracare beautyclub
ReadyFill®
“Win with Health plans”
But the naming architecture focuses on which
types of names work best in the portfolio

11. This distinction is particularly important in
defining and scoping a branding assignment

12. Also, naming architecture may be related to, but
isn’t primarily about, corporate or visual identity

13. And lastly, it’s not about business organization…
but it could impact how a business is structured
going forward

14. Naming architecture typically is needed when:
A new or combined entity—
needs to communicate its capabilities and offerings.
An existing entity—
lacks naming conventions and procedures, or they
have become inconsistent over time.
A product/service portfolio—
has become burdened with proprietary brand names,
making it difficult to understand, complex to navigate
and expensive to maintain.

15. The four elements of
naming architecture
1. Portfolio modeling
2. Name selection criteria
3. Naming frameworks
4. Internal guidance

16. 1. Portfolio
modeling
Map and analyze the
current portfolio names
as a starting point.
Develop alternative models
for structuring the portfolio
and decide where different
types of product names fit.

17. 2. Name selection
criteria
Determine the criteria
for selecting the right
types of names for the
range of offerings
within the portfolio.
™
®
SM

18. There basically are 4 types of names
Product names fall somewhere on a spectrum between
generic and arbitrary.
Generic Descriptive Suggestive Arbitrary
Industry-standard
terminology, usually the
common or class name for
the goods or services
Real, recognizable words that
describe a product’s function
or form; explains what a
product is or does
Recognizable words
that suggest a product’s
attributes or benefits;
evokes an attitude
Something new;
unusual or invented words
that acquire meaning over
time
Mobile Phone
Digital Video Recorder
AT&T Wireless
IBM Cloud Marketplace
D&B Data Exchange
Loan & Deposit
Confirmations
Sprint
IBM Spectrum Storage
SmartBook
Intuit
Navigator
Verizon
Segway
Kodak
Bluetooth

19. The right type of name should balance strategic,
communications and trademark considerations
Can’t trademark
Often longer names
Requires less marketing support
Less distinctive
Strong trademark
Often shorter names
Requires greater marketing support
More distinctive
Generic Descriptive Suggestive Arbitrary
Industry-standard
terminology, usually the
common or class name for
the goods or services
Real, recognizable words that
describe a product’s function
or form; explains what a
product is or does
Recognizable words
that suggest a product’s
attributes or benefits;
evokes an attitude
Something new;
unusual or invented words
that acquire meaning over
time
Mobile Phone
Digital Video Recorder
AT&T Wireless
IBM Cloud Marketplace
D&B Data Exchange
Loan & Deposit
Confirmations
Sprint
IBM Spectrum Storage
SmartBook
Intuit
Navigator
Verizon
Segway
Kodak
Bluetooth

20. It gets harder and harder to find trademarks
that balance clarity and distinctiveness

21. 3. Naming
frameworks
Develop logical and
consistent vertical
hierarchies and horizontal
constructs to put the parts
of a name together for
greater clarity and
consistency.

22. Two parts to frameworks
1. The overall structure
How do you define the different categories and levels?
How are the products positioned in relation to each other?
1: Product suite
Products that work together or are linked
in a significant way
Identifies a shared industry, audience,
technology or platform
2: The product itself
Individual methodologies, technologies,
solutions and services
Describes a function, result or benefit
3: Module to the product
Core or optional component delivered through a
product; it does not stand alone
Describes a feature or functionality

23. Two parts to frameworks
2. Naming constructs
• How do you order each product name based on the architecture?
• What are the fixed and optional elements that work together?
• How do you use the name in communications?
For example:

24. 4. Internal
guidance
Develop internal governance
procedures, decision trees, guidelines
and other tools to aid decision-making
and compliance.
Do you need
a new name?
No you don’t No new name

25. Some case studies
demonstrating
typical situations
and processes

26. 1. Portfolio
modeling

28. The challenge:
It may not be clear
from our current
naming architecture,
but we do a lot more
than sell health
insurance policies.

29. Aetna’s challenges
A changing healthcare environment
(globalization, retailization, digitization
and cost containment) demanded a fresh
look at our business and brand.
Competitors were diversifying their businesses,
expanding into new markets and placing an aggressive
focus on consumers.
Against this backdrop, Aetna’s position
was becoming undifferentiated,
and its brand strength was lagging.

30. Objectives
Expand and clarify Aetna’s traditional insurance
and financial capabilities with:
• A range of offerings that focus on wellness programs
and tools.
• New offerings in the areas of medical intelligence
and care optimization (including expanding
accountable care solution capabilities)

31. The solution:
Create a new naming
architecture model for
organizing and clearly
representing our
expanded capabilities
and offerings.

32. Starting point: name creation without a focus

33. We explored alternative portfolio models
Improve
Health
Protect
Finances
Insure
Health
Optimize
Performance
Health &
Wellness
Technology &
Intelligence
Plans &
Benefits
Consulting &
Administration
Motivation
Inspiration
Protection
Optimization
Healthier
Living
Financial
Well-Being
Accessible
Health Care
Intelligent
Solutions

34. Criteria for selecting an Aetna model
Business objectives
Which best supports the new brand story?
Work sessions and validation research
Which best resonates with internal and
external audiences?
Regulatory restrictions
Can’t overpromise

35. Selected model based on criteria and research
Improve
Health
Protect
Finances
Make
Healthcare
Accessible
Optimize
Performance
Health &
Wellness
Technology &
Intelligence
Plans &
Benefits
Consulting &
Administration
Motivation
Inspiration
Protection
Optimization
Healthier
Living
Financial
Well-Being
Quality
Health Plans
& Benefits
Intelligent
Solutions

36. Organizing principles defined
Healthier
Living
Financial
Well-Being
Quality
Health Plans
& Benefits
Intelligent
Solutions
Masterbrand
Organizing
Principle
The plans and benefits you need to help
safeguard your health
The resources needed for individuals and
communities to thrive
The plans and benefits to ensure your
family’s financial future
The expertise you need to improve
productivity and healthcare’s future

37. Part of a new brand story

38. Bringing the organizing principles to market

39. Benefits of portfolio modeling for Aetna
• Better understanding of Aetna’s broader capabilities
and offerings
• Stronger competitive positioning in a changing
healthcare environment
• Integration of subsidiaries, acquisitions and
partnerships into a cohesive brand story

40. 2. Name selection
criteria
™
®
SM

42. The challenge:
Our key brands are
getting obscured, our
customers are getting
confused and our
resources are getting
stretched.

43. The solution:
Implement a company-wide
product name selection
strategy for connecting the
right type of name to the
right offering.

44. Mobile Devices
• C139
• MOTO RAZR U6
• MOTO Q
• Talkabout FV 550A
• Audex Cargo Jacket
• M25 Digital Audio Player
Networks and Enterprise
• MOTOwi4 WiMAX
• Canopy ODFM Point-to-Point
• MOTOBRIDGE G1 WiAP 110
• MEA for Intelligent
Transportation System
Inconsistent naming complicated both consumer
and business portfolios

45. And Moto was going wild!!!

46. We mapped to provide the blueprint for simplicity

47. Game-changing
• Is this a game-changing offer, upon which the
success of Motorola depends?
Powerful marketing support
• Will it receive sustained marketing support over time?
We established strict criteria for creating new
proprietary names
Substantial revenue potential
• Does it represent substantial current or future revenues?
Unique value proposition
• Can any existing strategic sub-brand be
used/extended to successfully position this

48. A decision tree provided the way forward
Generic Descriptive Suggestive Arbitrary
Industry-standard
terminology, usually the
common or class name for
the goods or services
Real, recognizable words that
describe a product’s function
or form; explains what a
product is or does
Recognizable words
that suggest a product’s
attributes or benefits;
evokes an attitude
Something new;
unusual or invented words
that acquire meaning over
time

49. NameQuest, an interactive tool, automated the
decision tree

50. Benefits of name selection criteria for Motorola
• Focused marketing resources behind the company’s
key brands
• Restricted the use of unnecessary new
brand names
• Simplified use to encourage consistent
implementation
• Provided a consistent mind-set across
the enterprise

51. 3. Naming
frameworks

53. The challenge:
We can own the
leadership position in
cancer care, research
and education. But our
naming practices don’t
support “one MSK.”

54. The solution:
Create a structure for
naming our capabilities
and services in a more
consistent way that
reinforces the Memorial
Sloan Kettering brand.

55. Building blocks for consistent naming constructs
Formal Name Memorial Sloan Kettering Cancer Center
Shorthand Memorial Sloan Kettering or MSK
Donor Name Evelyn H. Lauder, Elmer and Mamdouha Bobst, John and Maxine
Bendheim, Sidney Kimmel, Clair Tow, Mortimer B. Zuckerman
Specialty/
Sub-specialty
―or―
Type of Program/
Service
Pediatric Prostate and Urological, Comparative Medicine,
Cell Biology, Comparative Medicine and Pathology
Outpatient, Infusion services, Disease management program,
HOPP
Capability Cancer Care, Research, Education
Type of Facility Laboratory, Building, Pavilion
Location Commack, Basking Ridge, Sleepy Hollow

56. We applied consistent framework definitions
Hospital: Whenever possible, this term should be
reserved for a main inpatient facility
Memorial Hospital
Center: Freestanding facility or facility within a building
for patient care or research
Bendheim Integrative Medicine Center;
Zuckerman Research Center
Pavilions, units: Areas within a building that may
cover a specific disease state or area of excellence
Rockefeller Outpatient Pavilion;
Laura Rosenberg Pediatric Observation Unit

57. Naming frameworks for facilities

58. Naming frameworks applied to regional centers

59. Naming frameworks applied to internal units

60. Benefits of name selection criteria for MSK
• Improved clarity and consistency in applying medical
terminology
• Improved navigation and signage

61. 4. Internal
guidance
Do you need
a new name?
No you don’t No new name

63. The challenge:
We strive to talk
plainly, but our
investment names are
not always intuitive.

65. The solution:
Create guidelines and a
governance process to
support the internal
organization.

72. Naming governance
Submit a
Trademark
Search and
Request Form
• Identify client
need
• Form product
concept
As part of the product development process
• Determine
unique attributes
of this offer
• Determine
positioning
Prepare
positioning
concept brief
Present
positioning
brief to
Advisory
Committee
Approved?
Yes
No
Prepare for
brainstorming
session to
develop name
Note: If positioning research
among clients is planned, it may
be appropriate to include the
name options in the research in
order to ensure that the chosen
name reinforces both the brand
and offering positioning.
Hold
brainstorming
session
Finalize
recommendation
Present
positioning brief
with proposed
name to Advisory
committee
No
Secure
legal rights,
if required
Consult Legal for
trademark process
Proceed
with product
development
Yes
Present 1 to 3
names to
business and
other
stakeholders
Get Legal
sign-off
Approved?

73. Does naming architecture save money?
• This is difficult to quantify, however, simplified
internal processes and a reduction in the number
of unnecessary trademarks should result in
cost-savings over time.

74. Final takeaways
• Intent is easy...follow through is hard
• Senior level commitment is essential
• Guidelines that are too rigid will fail
• Does it save money? Hard to assess, but
logically it must

75. Questions?

76. Thank you.
@siegelgale
Today’s presenters:
Jeff Lapatine
Strategy Director
jlapatine@siegelgale.com
Jessica Kirk, Vice President
jkirk@siegelgale.com
Related links:
www.siegelgale.com