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.