PROJECT DETAILS
Strategy and name generation for fabric maker’s product portfolio
Cordura, the US’s leading fabric supplier, needed to review the presentation, naming and communication of its 16-strong, fabric technology products.
Such an exercise had never been done before in the brand’s 50 year old history.
The company therefore required market understanding and creative name generation for a project consisting of two separate but interlinked elements:
- Research on the current portfolio for clarity, current name appeal and overall helpfulness of presentation
- Generation of potential new range and product names spanning current and new pipeline products
Anew was commissioned for both aspects: a global research study, amongst C-Suite marketing/product development brand and mill partners – and the creation of possible new names.
This was part of a longer term project to organise and digitise the CORDURA fabric offering through an online library.
OUR ROLE INVOLVED
Conducting individual depth interviews with senior company executives in leading textile companies worldwide
Identifying a strategic naming framework from which to build new names on.
Devising new names
Providing direction for range naming and classification.
Services we provided
Market research | Brand strategy DEVELOPMENT | NAME creation | Copywriting services
Sustainability, fabrics and fashion case studies
Cordura: Sustainability
Global research, strategy and creative project
Wild Steps
Creation of a premium wine in can brand
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