The year 2016 was a successful one for The Rabbiter - the company was invited to join "Upwork Enterprise" and, of course, we accepted! Upwork Enterprise is an end-to-end freelancer sourcing and engagement system created by Upwork, the largest freelancing platform in the world. Upwork Enterpise provides talent sourcing and engagement solutions for larger companies. These clients have teams of hiring managers and hundreds of active projects. From fast-growing startups to Fortune Global 500 companies, Upwork Enterprise streamlines sourcing, engaging, and paying contractors so clients can hire quickly and easily at scale.
The Rabbiter's first Upwork Enterprise client was Ethicon, a company part of the pharmaceutical giant Johnson & Johnson, listed among the Fortune 500. Johnson & Johnson is now the biggest client that The Rabbiter has ever worked for, dethroning Fila which, back in 2014, engaged The Rabbiter to name a new collection of running, basketball, training, fitness, and casual footwear.
Happy New Year to all our clients, past or current, big or small!
Bright insight #3 is a quote from the marketing guru Al Ries.
Like and follow his Facebook page here.
Many entrepreneurs and startup owners perceive their brands as children. And it makes sense – they have created their businesses as miraculously as a sudden conception, they make their research and preparations before the launch like parents prepare for the birth, they take care of the brand’s health once it’s launched like parents take care of their babies, they make sure their brand is positioned in the right way on the market, just like moms and dads make sure their children find their place in society and so on. Similarly, business owners also get personal when it comes to naming their brand, just like parents carefully choose names for their little ones. However, children and brands are too different and the approach to naming these should also be different.
What are the 5 main differences?
1. Specific to target audience
Brand names should be created suitable for the target group, while baby names are usually created as if the target group is the family with one very influential opinion leader – the mother.
Baby names, with small exceptions, are existing names or derived from existing names. Brand names can’t afford that due to issues like trademark infringement and authenticity.
3. Domain availability
Brand names don’t really exist in the modern world unless they have a website with a matching domain name. Fortunately, parents should not worry about domains, at all.
Some human names are derived from specific words and evoke a certain idea, like Joyce (derived from joy) or Pierre (French for stone), but those names are given before or shortly after birth, therefore the name is not related to the baby’s quality, unless by chance. In the business world, you can’t really leave this to chance – a funeral agency can’t be called Joyce.
5. Nationality and religion
Baby names are usually specific to the nationality and the religion of the family. Brand names should be in line with the nationality of the target market(s) or with a global sounding, as well as preferably not related to any religion.
In conclusion, being a business owner is close to being a parent but you should be careful with the naming. The good news is that you can always rebrand your business if it’s not working right.
Our new bright insight is a thought from Seth Godin's blog.
Enjoy the full article Sloppy naming.
Using freelancer sites is a great way to work with independent contractors mainly because of the variety of freelancers available and the payment security which these platforms offer through escrow systems. We decided to rank the best freelancer sites for copywriting and branding services, describing briefly their strengths and weaknesses.
1. Elance (closing in 2015)
Strengths: higher quality of freelancers’ service, clients with higher budgets, user-friendly website, prompt help center support, great blog, only 8.75% project fee, bank withdrawal option.
Weaknesses: complex registration, expensive credits.
Strengths: biggest and most popular freelancer site.
Weaknesses: high percentage of low cost projects and freelancers, complex and slow site navigation (although recently improved), project fee charged in advance, no option for attachments in job proposals, 10% project fee.
Strengths: relatively high amount of projects/freelancers, easy registration.
Weaknesses: funds transfer lasts 6 days, frequent website technical difficulties.
Strengths: useful features such as Hourlies.
Weaknesses: lower amount of projects/freelancers.
Strengths: user-friendly website.
Weaknesses: low amount of projects/freelancers.
We are proud to present our new category at our blog: Bright Insight. Bright Insight is a section containing inspirational and useful phrases on the topic of brand naming, both derived from our naming philosophy and blog posts, and from marketing gurus expressing their opinion on the matter. Every insight will provide a link to its source where readers could learn more about it. You can follow the entries on our Facebook and Twitter profiles through the hashtag #brightinsight.
Enjoy our first Bright Insight:
The quote comes from an article of ours about the brand names that sound like a slogan. Some people believe that these are better, especially because of SEO reasons. And they are wrong. Read the full article "DOES YOUR BRAND SOUND LIKE A SLOGAN? WELL, IT SHOULDN'T".
Choosing a naming agency has become quite difficult with the increasing number of companies and freelancers specialized in that area. What should you look for in the provider to make the best choice? Here are some suggestions for criteria on this crossroad:
The website of the providers can seem professional and fancy but the first thing you should evaluate is their work. Don't be fooled by beautiful site content and promises, just check out the names that they have come up with so far. It's important to verify whether the namer's style coincides with yours. Think for a moment: when you walk into a shoe store, you expect to see the shoes and you usually try them out. Why should it be different when choosing a naming service? Oh, and if there is no portfolio section on the provider's website... well, that means that they only have one sample for you - their own company name.
If you still haven't searched for the portfolio on the website, we suggest you do it now.
Did we mention that portfolio is crucial?
4. Clear pricing
The lack of a pricing page usually means high prices. If an agency charges $75,000 for naming services, they probably won't highlight it on their website. Contrariwise, if a freelancer charges as much as $100 for a batch of names, he/she would definitely prefer to let you know they do. Some companies charge per hour, so that's another reason to be unclear about the final amount the client will pay eventually. If you can't find the prices, don't start the project before you get a clear and final quote.
5. Specialization in naming
The best services are the specialized ones. If you had a heart condition, you wouldn't go to a General Practitioner - you would visit a cardiologist. Same with naming, you would want to work with a provider specialized in brand identity development. Contacting a 360° marketing agency, for example, may bring you headaches unless you really need the whole 360°.
Take a quick look for any kind of attestation of competence by third party, such as testimonials by actual clients, media coverage, freelancer site ratings and other organizations' endorsements. Third party means objectivity. Refer to websites you trust, like Wikipedia, where content is never random. Read the Naming firms article and check this list of 30+ naming companies shared by Wikipedia in the References section of the article. Yes, we are there, yoo-hoo!
It may seem less important that other criteria but a blog is a smart way to see if the company is a good match as you can read and see what they are fighting for and what their philosophy on brand naming is all about. In this regard, we wish we had the time to post more often.
We are not a cocktail blog but we invented a new drink and it has a nice name so we thought it is worth sharing. It is called Nescotch and it is a compound name between NESCAFÉ® and scotch. This is how you do it:
A coffee mug or a big cup.
You will need:
1. NESCAFÉ® Classic Instant coffee
2. Johnnie Walker® Black Label Scotch Whisky
3. Lindt Excellence Orange Intense Dark Chocolate
1. Add 2 teaspoons of NESCAFÉ® Classic in a coffee mug.
2. Add 1 teaspoon of sweet honey.
3. Add 50ml of milk.
4. Fill the cup up with boiling water.
5. Pour 5ml of Johnnie Walker® Black Label Scotch Whisky and stir.
6. Serve with a piece of Lindt Excellence Orange Intense Dark Chocolate.
Enjoy and be welcome to post your feedback on the drink’s recipe… or, you know, on its name.
One common question among entrepreneurs is whether their company name should differ from the one of their first or/and most important product.
Usually, the best option is to choose one name for the company and another for the product, especially if there are plans to launch more products. We would recommend a company name that evokes values/feelings of your company and a product name that evokes relevant feature(s)/advantage(s) of your product. The type of the names should also be taken into consideration. If your product name is coined (a non dictionary word) and not suggestive of the product itself, i.e. does not describe what your product does, or does not evoke some advantage of the product, then you could use the same name for your company, just like Google is a product of a company called Google Inc. A future threat of that last option is that when the product gains brand awareness, everything that is associated with the product will also be associated with the company. One unsuccessful product could jeopardize the reputation of the whole company, no matter how many other successful products it provides.
When taking this important decision, keep in mind that if your first product is not successful, your company could always launch another product under a different brand name. Thus, the safest choice is to separate the reputations of your company and products by naming them differently.
This year, we are advertising in Google Adwords with a brand new video starring our best names created over the years. Check it out here: