Naming bias has no place in Pharma.

Case Study: Repatha
Completely novel approaches to lowering LDL Cholesterol don’t come along every day. And neither do game-changing brand names to go with them. What happens when the right name comes from a rather unexpected source? Read on. »


Bolt: Describing a “moon shot” in one syllable.

Case Study: Bolt
The goal: Reinvent and reimagine what an all-electric vehicle can be. Sporty, exhilarating, reliable, long-distance, affordable. Now roll it up into the shortest, simplest title possible. Read on. »


More Dell, less names.

Case Study: Dell
Strategy solves for today and plans for tomorrow. From mobile to server, storage to solutions, and consumer to commercial we’ve created everything from names to nomenclature to help bring order and simplicity to Dell’s entire portfolio. Read on. »


Meeting tomorrow's needs today.

Case Study: GSK Pipeline
Zenmark specializes in multiple-asset naming projects. For GlaxoSmithKline, this meant encompassing the entire pipeline. Nearly a year later, GSK had a set of candidates that met global legal and discriminating creative requirements. Read on. »

GSK Pipeline

RoadMate: Building a brand to last.

Case Study: RoadMate
Every client has their own criteria for judging names. The navigation technology company, Magellan, sought real English-sounding names — free of marketing lexicon. Read on. »


Keeping the competition at bay.

Case Study: Overdrive
For Sprint, every new advance is a potential advantage. This mobile hot spot device expanded upon their leadership in broadband service. Our name for it, Overdrive, spoke to a technology that overdelivers while mobile. And has kept Sprint out front. Read on. »


Bringing our "A" game at crunch time.

Case Study: Yervoy
After others had failed and with time running short, Bristol-Myers Squibb turned to Zenmark to name a new melanoma drug. Our concise solution, Yervoy, is pronounced nearly identically in all languages. A huge advantage in marketing efficiency. Read on. »


ClickWell: Sacrificing time, not quality.

Case Study: ClickWell
A cascade is succession of stages in a process, each of which triggers the next. For Stanford Health Care cascading was the order of the day. An internal naming endeavor had resulted in several ok but not perfect options. And, time was running out. Read on. »


Making technical sound accessible.

Case Study: Panorama
Scientific naming poses unique challenges. For Natera, we balanced technical accuracy and simplicity in naming a prenatal test. Our name, Panorama, captured the expansive view this treatment brings to pregnant couples. Read on. »