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Archives: August 2017
In a Word

Names with benefits can boost qualitative testing

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Product names send us a carefully constructed, albeit subtle, message about a brand. That’s why CPG companies often call upon Writing by Design early in the innovation process to help zero in on the new product name that will inform branding efforts down the road. Sometimes, the goal is to choose a name that not only reflects but also capitalizes on the consumer benefit of the new product.

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