CasE Study: Harman Kardon

Challenge

Just weeks before launch, Harman Kardon had a problem with their new technology. While it had the near-magical ability to make low bitrate music sound great, the product’s name (Sound Doctor) didn’t hit the right notes.

Solution

Working under a tight deadline, I took charge of a team of namers at Salt Branding, starting with a technical overview, then covered their strategic goals and creative preferences. From there, my team created over a thousand potential names. I shortlisted the standouts and presented 12 trademarkable names to leadership, all in time for the big launch.

(Words and concepts are my own)