What’s in a name? A lot, if you’re trying to get your market to understand your product and buy its benefits!
Jisc are a not-for-profit organisation working in the UK education sector, providing digital services and solutions for universities and colleges.
They run a range of projects around different aspects of IT and digital infrastructure requirements, as a result of which they launch a large number of products and services into the marketplace.
These projects and their many resulting products/services all need names - names which help the market’s understanding of what they do and their benefits.
We were asked to rename their existing large portfolio and supply a selection of names for future use. However, rather than just producing a random list of names and then applying them, we came up with a model which enables Jisc stakeholders to run their own workshops, choosing their own names along pre-agreed guidelines and fulfilling marketing criteria.
All Jisc projects now kick off with a naming workshop, using the model. All new Jisc products and services are similarly named. This results in stronger individual brands and a much enhanced Jisc brand in their marketplace.
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