WANT

BACKGROUND

Introduce your business and what you do there.

I’m the president & CEO of a pharmaceutical research company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We needed assistance in creating a logo and with naming.

SOLUTION

What was the scope of their involvement?

I believe our company was one of their first customers. While we didn’t initiate a project with them in the beginning, I maintained contact with them before we started the project.

WANT Branding worked on name development for two advance health & wellness drugs. There were two drug candidates in phase two, and one of them was approved. Because of the FDA, it was important to combine some of the potential benefits of the compound into the name without making a claim. There’s a careful line between making claims and attempting to bring forth a memorable image that’s easy to say and rolls off the tongue. Names of similar drugs from our competitors aren’t.

We brought ideas to the table, going back and forth in a creative way. It was a collaborative effort. About ten years later, I had a startup where we did web design and branding exercises. Our teams have remained in contact ever since.

What is the team composition?

I worked with two people from their team. Jonathan (Managing Director, WANT Branding) has been my main point of contact and idea person. I’ve been dealing with him for years.

How did you come to work with WANT Branding?

I’ve been working with WANT Branding since they started the company.

How much have you invested in them?

The project cost was around $150,000 on that one big project.

What is the status of this engagement?

This specific engagement went from 2006–2007.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

WANT Branding did a superb job in terms of the naming exercise, and I’m proud of our work. The logo selected was the one we worked on together. It combines a complex concept we adapted with attractive font, colors, and other powerful elements. The work WANT Branding completed ended up becoming a representation of the company. The name of the product was so powerful that it actually outlived the original company. Even though the company has changed without the original team, the brand name and logo still exist.

I enjoy how open-minded they are. They aren’t stuck in terms of ideas and were willing to collaborate. I’m a high maintenance customer and needed to be involved with the project. We worked together to create something amazing. I’ve started several companies and WANT Branding is my go-to whenever I need a design or naming exercise. Since I’ve been working with them for 20 years, I don’t hesitate and go right to them. I’m a happy collaborator.

How did WANT Branding perform from a project management standpoint?

WANT Branding checks in regularly, speaking about what their plans are before completing them. The process isn’t complicated with their team. We communicated through email and phone calls.

What did you find most impressive about them?

One of the things I found the most compelling about Jonathan and the team is that they’re not limited to pharma and biotech. They successfully brand a lot of different consumer products and operate in various fields, which I feel is an advantage for them. There is a great deal of media pressure, but yet they can create brands and images that can break through all of that.

WANT Branding can find what’s memorable when creating a brand. Anything I use from them will be eventually tested in the pharma world and how it will operate within the regulatory framework established by FDA regulators. That is an additional burden for us, but we can deal with that. Having the branding and naming to survive in the marketplace is their job.

There is a tendency with ad agencies to have all the experienced team members at the top. Clients get sold on the business by the lead people, and then they end up training all the less skilled workers that have advanced degrees but limited expertise. WANT Branding is not like that. They’re a small group, but I know everyone, and I appreciate that about them.

Are there any areas they could improve?

Sometimes their projects are on the high-end, but clients get what they pay for. I don’t have a ton of complaints because their team excels at what they do.

Do you have any advice for potential customers?

Trust WANT Branding and don’t try to second guess them. Think about what you’re asking them to do. They are true artists, so trust them and listen to their advice. WANT Branding is great at what they do.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Davies + Co, a strategy-focused consulting firm. We support consumer brands, retailers, and private equity companies looking to invest in the consumer space.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

My company had been hired by a company looking to rename their business after seeing consumer perceptions weren’t very positive. We hired WANT Branding to support us with their rebranding and renaming initiatives.

SOLUTION

What was the scope of their involvement?

For this engagement, WANT Branding handled the strategic name development process. They researched and presented several name options, while my team was dedicated to consumer research and fulfilling my client’s needs. Throughout the project, their team answered questions on legal issues and helped with the trademarking tasks. In the end, the client received several vetted names to choose from.

What is the team composition?

Jonathan (Founder & CEO, WANT Branding) and Bruno (Senior Director, WANT Branding) were our main points of contact. Together, they led the project with a team working behind them.

How did you come to work with WANT Branding?

One of the agencies I reached out to suggested Jonathan as a perfect fit for our needs. I presented a few options to my client, and WANT Branding was the right combination of expertise, creativity, and affordability. Our client liked the boutique-feel of the company.

How much have you invested with them?

For their portion of services, we spent $35,000.

What is the status of this engagement?

We worked together from October–December 2015.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

WANT Branding completely exceeded my expectations in terms of the quality and professionalism of their work. Although the client was satisfied with the names presented to them, they ended up acquiring a different company and choose a different name than those suggested because of that last minute change.

How did WANT Branding perform from a project management standpoint?

WANT Branding was communicative throughout the project. They worked through any issues that arose and delivered the work as promised. Their team was respectful of all our deadlines. Not only were they professional, but they also knew how to communicate effectively and helped us present work to our client.

What did you find most impressive about them?

The WANT Branding team was full of clear experts in the field and great collaborators. They were strategic, professional, and knew how to present options effectively. Their team listened well and showed us the pros and cons of every choice. They were the perfect mix of a boutique firm with ample resources to achieve success. I appreciated their entrepreneurial spirit and affordable price.

Are there any areas they could improve?

We had a great experience with their team, so there’s nothing I can think of for them to improve on.

Do you have any advice for potential customers?

Although it is a leap of faith to enter a project, WANT Branding is a strong team to choose for great work.

BACKGROUND

Please describe your company and your position there.

I'm the VP of marketing and communication for a 27,000-member trade association representing real estate professionals.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

We recently merged with another organization to form a 40,000-member system. We hired WANT Branding to create our trade name and brand.

What were your goals for this project?

The goal was to create a unique brand that represented our value, mission, and vision. The brand needed to appeal to two distinct audiences: our members and their customers.

SOLUTION

How did you select this vendor?

We researched the top branding agencies in New York, as well as those that serve the real estate community. We had several rounds of interviews, plus conference calls with our work group and staff. We narrowed our search down to two companies, then invited both to a managers meeting for a presentation. WANT Branding was the obvious, unanimous choice. 

Describe the scope of their work in detail.

WANT Branding organized the process and communication from the beginning. They held many interviews with key stakeholders and staff to understand the core values of our company. They used a proven system to develop the brand in 90 days. The process was mechanical and structured, which is exactly what we needed. At the end of the project, they delivered our new brand, logo, messaging, style guide, and all the other elements they promised. 

What was the team composition?

The team included three key staff and one administrator, who handles billing. They were fantastic. Each one had strengths and skills that complemented the others.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We love our brand. It speaks to everything we care about.

How effective was the workflow between your team and theirs?

The communication between us was excellent. WANT Branding seamlessly pulled everyone together for conference calls and meetings, which helped us share ideas and work through the project with little disruption.

What did you find most impressive about this company?

Their work impressed us. They managed the project from start to finish, hitting deadlines and organizing meetings. We felt like their only customer, which worked well for us.

Are there any areas for improvement?

I can't think of anything.

BACKGROUND

Please describe your company and your position there.

I was head of marketing at Proximo Spirits, a large global spirits company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

We originally hired WANT Branding in 2008 to help us with brand strategy and research for the 1800® Tequila brand. At the time, another brand was dominating the market. We knew we had a really good product and it just needed strong marketing and branding. 

What were your goals for this project?

We wanted to position 1800® Tequila around the idea of being a “playmaker.” Using a term borrowed from the sports world underscores the brand's ability to be a catalyst for getting a good night out started.

SOLUTION

How did you select this vendor?

Back in 2008, Proximo Spirits was a small firm. WANT Branding was one of a small group of agencies and consultants that we used regularly. We had a strong relationship with them and trusted they could deliver great work at a good value. We hired some larger agencies over the years as Proximo Spirits and its brands got bigger. However, we always came back to WANT Branding for their research and brand advisory. 

Describe the scope of their work in detail.

WANT Branding conducted focus groups in Oakland and Atlanta to understand consumer insights about the tequila category. They use a unique videography research approach called BrandCam™ where they talk to customers in in bars and clubs. That allows them to get a more realistic feel for how people are consuming are product and what they think about it. We also worked with them to test new packaging for 1800® Tequila. 

We worked with them on several other projects over the years. The assignments were almost always focused on some kind of insight mining and evaluation to help guide business decisions. We flew WANT Branding to London to learn more about the whiskey market and whiskey drinkers prior to a brand acquisition. We later worked with them to test advertising concepts and get reactions to proposed celebrity spokespeople.

They led a similar brand strategy project for Three Olives® Vodka, including focus groups and BrandCam™ work. WANT Branding created the ’Seriously Premium, Seriously Fun’ positioning. 

What was the team composition?

We mostly worked with Jonathan (Managing Director, WANT Branding) and Bruno (Senior Director, WANT Branding). Jonathan ran the focus groups rather than hiring an external moderator.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

All of their projects resulted in great brand growth. 1800® Tequila grew to over 1,000,000 cases in the US with a cutting-edge advertising campaign and highly differentiated packaging. WANT Branding did a good job of capturing key insights and figuring out the opportunity space for the brand. 

How effective was the workflow between your team and theirs?

Their team was very strong. We worked quite well with WANT Branding. They had a methodical way of working that was suited to the entrepreneurial spirit of Proximo Spirits. They were fast, agile, and in sync with our business and brand. 

What did you find most impressive about this company?

WANT Branding was fast, understood the brief, comprehended premium spirits, and got answers back to us very quickly.

Are there any areas for improvement?

No, there were no areas for improvement.

BACKGROUND

Please describe your company and your position there.

I was SVP Brand Strategy and Advertising at MGM Resorts International.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

We hired WANT Branding for several projects including renaming the corporation and the loyalty program and naming a new pool club, urban multi-use space, and casino resort.

What were your goals for this project?

In each case, we wanted names that would stand out in a hyper-competitive industry and resonate with customers, provoking interest and intrigue.

SOLUTION

How did you select this vendor?

Company executives had previous experience with WANT Branding. They were invited to submit a proposal for the very first project, along with several other companies. WANT’s was the most competitive and described a highly strategic process. Based on the success of the first engagement, we reached out to WANT for all subsequent projects without an RFP or competitive bid process.

Describe the scope of their work in detail.

Every project followed the same process. WANT Branding would dive into the product/service and then deliver a narrow range of possible names. These options would both fit the desired goals and personality of the service and act as a supportive platform for the brand. Though they always had a recommendation, we were allowed to choose the new name.

Before presenting any names, they would develop categories of options, along with the strategies behind them. Each naming option came with a possible logo and a detailed rationale of why they thought it should be accepted or rejected. After receiving our input, they would shorten the list and provide their final opinion.

What was the team composition?

I worked directly with Jonathan (Managing Director, WANT Branding). He personally led the projects and was our primary liaison with the full team.  

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Specific metrics varied by initiative, but internal teams and consumers reacted positively to the chosen name in every case. A name is not a brand, but based on initial consumer acceptance we were able to build a supporting brand strategy for each name and logo,

How effective was the workflow between your team and theirs?

We worked together seamlessly, with regular updates and status calls, as well as in-person presentations as needed. Communication was detailed and efficient whether by phone or in-person. Their responsiveness to our team’s feedback was outstanding. They openly discussed the pros and cons of each name in a collaborative process.

What did you find most impressive about this company?

Their strength is their strategic approach to naming and branding. Every client receives a unique experience, along with multiple naming options and detailed analyses of their strengths and weaknesses. Everything they present to their clients is professional and well-designed.

Are there any areas for improvement?

No, not that I saw. We were satisfied with every aspect of our engagements with WANT Branding.

BACKGROUND

Introduce your business and what you do there.

I was the VP of marketing at a fitness and nutrition company. At the time of the project, I was in charge of branding for a superfood protein shake.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We brought in WANT Branding to simplify our branding and messaging for our superfood protein shake. The story of how the protein shake came to be was complicated, and the product itself had a variety of ingredients and health benefits. Our goal was to create a cohesive brand story and campaign idea that would inform our marketing materials.

SOLUTION

What was the scope of their involvement?

They provided strategy and campaign ideas that included messaging and branding tactics. They gave us the overall brand that our in-house creative team used to hone-in their work and create impactful content.

What is the team composition?

I worked directly with Johnathan (Founder, WANT Branding), and I believe there were one or two other people on his team. Johnathan was very personable and communicative.

How did you come to work with WANT Branding?

I worked with Johnathan several years ago at another company. The head of marketing there knew him, and we chose his firm for a branding project. I was impressed with their design process and creative thinking.

When I began working on this superfood protein shake project, I immediately thought to reach out to WANT Branding. I remembered how Jonathan was particularly skilled at simplifying ideas, which is crucial for quality branding.

How much have you invested with them?

We’ve invested somewhere between $25,000–$30,000.

What is the status of this engagement?

We began working with them in October 2015 and completed the project in January 2016.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

I moved to another project before seeing any results, but I know that the in-house creative team benefitted from their work. We used WANT Branding’s work to brief them, and this helped them focus their messaging in the materials they created.

How did WANT Branding perform from a project management standpoint?

They laid out clear timelines at the beginning of the project and met every deadline. In terms of communication, they were very responsive and transparent.

What did you find most impressive about them?

They were able to synthesize information and cut out unnecessary content. Their team identified the core of our messaging, which enabled us to focus our marketing efforts. They also completed their work in a relatively short period and were more flexible than other firms I’ve worked with in the past. What other agencies need months to do, they finished in a few weeks.

Are there any areas they could improve?

I didn’t notice anything that needs improvement.

Do you have any advice for potential customers?

Engage directly with their leadership, and be clear on what you need. They’ll be able to structure the project in a way that meets your needs.

BACKGROUND

Introduce your business and what you do there.

Smart Design is an award-winning experience design agency specializing in product and service innovation for top-tier client organizations. My role was managing director of the European business based out of Barcelona.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

One of our clients, a media company, had engaged us to help them envision a new over-the-top (OTT) streaming service for the Scandinavian market. More specifically, they wanted our help creating a multi-channel viewing experience that combined the best of live television and video-on-demand capabilities. To help our client develop a successful platform and enter this new market, we engaged WANT Branding for strategic brand services. We needed to look into the branding and naming options that would be used on this platform and gain a better understanding of how to position the streaming services in the marketplace.

SOLUTION

What was the scope of their involvement?

WANT Branding developed insights and deliverables focused on brand strategy, brand architecture, and naming. The team studied the different elements of our client’s existing product and developed a more logical and comprehensive brand proposition. Together, we completed an audit of OTT competitors and streaming services. Jonathan (Managing Director, WANT Branding) analyzed the different brand positioning and naming conventions. This was an essential complement to the experience audit conducted by my team. The client successfully launched the product with a master brand strategy across all of the streaming services.

What is the team composition?

We primarily worked with Jonathan. He worked onsite, and other members of his team supported the project remotely, including Bruno (Senior Director, WANT Branding).

How did you come to work with WANT Branding?

I had previously worked with Jonathan on several branding projects in New York. We hired WANT Branding based on Jonathan’s reputation as a naming expert. We needed his firm's capabilities and high his high-touch client management.

How much have you invested with them?

My company spent around $100,000.

What is the status of this engagement?

The project spanned August–November 2013.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The product was immensely successful in the Scandinavian market.

How did WANT Branding perform from a project management standpoint?

This was a seamless collaboration with our agency as well as our client stakeholders. All project deliverables and expectations were expertly managed.

What did you find most impressive about them?

Jonathan was talented at taking incredibly complex brand issues and making them understandable, which was very meaningful for clients and business stakeholders. WANT Branding was well-versed in brand strategy, positioning, and naming.

In addition to the high quality of their work, the way they worked stood out. I have found that relations between vendors who come together for a client can be complicated or ineffective. This was never the case with WANT Branding; they seamlessly became part of our team.

Are there any areas they could improve?

No, I cannot think of any. This project was a major success for my agency and our client.

Any advice for potential customers?

My advice would be to hire WANT Branding for any strategic branding or naming program that required senior talent without all the layers of a big agency.

BACKGROUND

Introduce your business and what you do there.

I operate several entities within the Caribbean region under the company name Turnstyle Marketing. I am the president of the company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

Once we acquired the account of a destination based on the island of Anguilla, we felt that we had to reposition the entity to make it a more popular destination. We engaged WANT Branding to help us identify methods that would allow us to grow.

SOLUTION

What was the scope of their involvement?

We explained to WANT Branding what we hoped our destination could be. Their team researched how other Caribbean locations have marketed themselves, and they held focus groups in the United States and Anguilla to learn how the island should reposition itself, if at all. WANT Branding also interviewed guests on the island and our different partners. Through that process, WANT Branding identified the strengths and weaknesses of our destination and made thoughtful suggestions that would guide is in a particular direction to accomplish our goals. Chief among their deliverables was the creation of a new tagline that proved to be immensely popular.

What is the team composition?

Jonathan (Founder/CEO, WANT Branding) led our project.

How did you come to work with WANT Branding?

An executive at a larger branding agency recommended WANT Branding to me. We met with a few other firms, but we felt the most comfortable with WANT Branding.

How much have you invested with them?

I can’t remember an exact figure, but I’d estimate a few hundred thousand dollars.

What is the status of this engagement?

We worked together from March 2005–March 2008.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

WANT Branding developed a repositioning strategy that separated us from all of the other islands and destinations. As a result, we experienced an increase in visitor arrivals.

How did WANT Branding perform from a project management standpoint?

Jonathan is very on the ball. He leaves no stone unturned. We worked well with him. He’s communicative and timely with his follow-ups. He understood our objectives very quickly, and we didn’t have to spend a lot of time reiterating the goals. I continue to refer business to WANT Branding because I think they do a wonderful job.

What did you find most impressive about them?

I am fond of their response time and professionalism. WANT Branding employs forward-thinkers, and they’re able to recognize what needs to be done in a very short period of time. They make smart assessments of what is required and deliver sustainable creative assets.

Are there any areas they could improve?

No, we were happy with the work they provided. I’m not sure what they could have done differently.

BACKGROUND

Introduce your business and what you do there.

I'm a project lead at a communications agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We reached out to WANT to provide naming services as part of a branding assignment for one of our clients. Based on the scale of these engagements, we felt best served calling in a dedicated expert in this space to complement our branding team.

SOLUTION

What was the scope of their involvement?

WANT developed hundreds of names for a new business entity our client was launching. They also collaborated with us throughout the strategic process. They worked directly with the client as needed, while our team worked on other creative branding elements. In total, we've worked on four different naming projects with their team. 

What is the team composition? 

We worked with three to four people, including Jonathan (CEO and Founder, WANT Branding).

How did you come to work with WANT Branding?

Someone else in our firm had worked with them before and recommended them. After doing some research, we were very impressed by Jonathan's reputation.

How much have you invested with them?

Each engagement ranged from $35,000–$50,000.

What is the status of this engagement?

We completed all four projects with their team between August–December 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

In addition to our overall satisfaction with the naming options they provided, we've received even more positive feedback about their process. Our clients were very happy with the options they came up with and how they presented them. 

How did WANT Branding perform from a project management standpoint?

They were very flexible and responsive, turning around requests within a matter of hours. Although we managed the projects on our end, they adapted well to our timelines and any surprises that came up throughout the process. 

What did you find most impressive about them?

Jonathan's personalized approach and patience sets them apart. He's very knowledgeable, thoughtful, and collaborative. 

Are there any areas they could improve?

No.

Do you have any advice for potential customers?

I recommend bringing them into the branding process as early as possible, even during the strategy phase. They can bring a lot to the table earlier in the process that can be helpful in developing the brand. 

BACKGROUND

Please describe your company and your position there.

I’m the co-founder of a live video broadcasting application. The app allows you to monetize your fanbase through fun animations, tips, and other features.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

We hired WANT Branding to reposition and rename our mobile application. Our current name and branding were preventing us from reaching a wider range of users and no longer reflected the direction of our business model.

What were your goals for this project?

Our goal was to create an identity that reflected our more expansive community. We wanted to position ourselves to appeal to many different genres and user bases without losing our connections to television in general.

SOLUTION

How did you select this vendor?

My partner and I searched for branding firms on Google and reviewed the websites of about a dozen companies. When we looked at reviews on Clutch, WANT Branding had a strong focus on naming and brand positioning. With ample experience in our industry, it was a no-brainer.

Describe the scope of their work in detail.

First, we provided background documents and engaged in several meetings. We showed them how the app began, how it grew, and where we were looking to take it. Then, they walked us through their proprietary mode and we brainstormed positioning ideas. They presented us with name candidates at the very first meeting, which was surprising but appreciated because it showed us which names we were drawn to and which names we wanted to stay away from. They continued to show us a new batch of names every week or so.

Parallel to the naming process, WANT began drafting a brand manifesto that perfectly captured the ideals we stand for. They went through a few revisions based on our feedback, and the final draft encapsulated who we are as a company. They also came up with a tagline.

What was the team composition?

We worked directly with Jonathan (Managing Director, WANT Branding), as well as Bruno (Senior Director, WANT Branding) and Celeste (Brand Consultant, WANT Branding).

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We haven't launched the new name yet, but we love the one we chose. The brand manifesto has also received a promising reception.

How effective was the workflow between your team and theirs?

WANT was responsive and efficient in all communications and available when we needed them. They took our feedback either verbally or in writing, and we had many productive in-person meetings. Their work process was simple and effective. We particularly enjoyed how they explained best practices and advised us on what would and wouldn’t work well for household brands.

What did you find most impressive about this company?

WANT may not offer every marketing service someone is looking for, but they excel at what they do. They have a thorough knowledge of branding and naming, so you can trust they know what they’re talking about.

Are there any areas for improvement?

There is always room for improvement, and it takes time to get comfortable with a new team, but there's nothing that should have been done differently. The start would have been smoother if we were clearer about the direction we were taking our company, but they understood our needs and strategies quickly. We wouldn't hesitate to work with them again.