CasE Study: Harman Kardon

Harman Kardon created a remarkable new technology, but they needed a new name – fast. 

Harman Kardon was getting ready for the CES debut of a technology had the near-magical ability to make low bitrate music sound great. The only problem was the product's name, a placeholder created by the engineering team: Sound Doctor. Working under a tight deadline, I took charge of a team of namers at Salt Branding to help them find something better.

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I worked quickly to learn about the technology underlying the product, as well as Harman’s strategic goals and creative preferences. From there, I had my team create over a thousand potential names, selecting the best for a shortlist that I presented to executives. Using their feedback on tone and message, I guided a second round of tightly focused creative development that produced a several hundred more candidates. The final result was a shortlist of twelve trademarkable names that achieved our messaging and aesthetic goals, all in time for the big launch.