Many businesses come to us for brand, digital and campaign-related work, although we’re equally adept at addressing their mission-critical strategic challenges. A good example is our naming work for professional education giants BPP. We created a complete strategic naming scheme for their flagship Momentum product, helping it become BPP’s most successful product to date.

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Naming names

BPP is the market leader in specialist professional education. They’re both a successful business and a fully accredited university, helping tens of thousands of students around the UK and the world take their career to the next level. At the heart of BPP’s offer is Momentum, a complete learning methodology that enables students to study at their own pace as they work toward their individual goal.

Having developed the product that would become Momentum, BPP were faced with the challenge of finding a suitable name. That’s when they called us. Our task was twofold: identify a memorable name that captured the essence of their new product’s offer, then extending this to create a naming strategy that would ensure every element of the product was appropriately labelled.

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Getting the thinking right

Our strategic process is in three parts: research (where we examine business needs, the market and rival brands), definition (where we turn this raw information into practical insights) and architecture (where we give structure to brands and products).

Consequently our first step was to ‘get the thinking right’ and understand the true nature of the challenge. That meant digging deep to identify the real benefit and point of difference of BPP’s product, in particular the aspect of their offer that would resonate most with audiences.

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Understanding the name game

Naming has its own particular dynamic. In our experience it pays to go wide before iteratively narrowing down the options until one clear winner emerges.

Subsequently we began a process of brainstorming and research that led to a longlist of potential names. We then began the patient, almost forensic, work of examining each to identify individual strengths and weaknesses based on BPP’s brief.

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We have a winner

At the end of this process one option stood out from the rest: Momentum. It has a clear sense of progress and energy that reflects in the product itself – students study at their own pace, generating momentum in their lives whether they fast-track towards completion or extend their study over several years. As a result ‘Momentum’ really struck a chord with BPP, perfectly reflecting a key feature of their product offer.

‘Momentum’ is also relevant to every part of BPP’s learning model and suggests a sense of continual evolution and development. It has strong B2B appeal – BPP’s business clients immediately understand the rationale behind this name, ensuring it appeals to both corporations and individuals.

Crucially ‘Momentum’ became the central plank of a naming strategy that helped ensure consistency and appeal across the entire product offer. For example, BPP’s structured route to exam success is now known as ‘The Achievement Ladder’, a reference to the fact it takes momentum to successfully reach the next rung.

Real world results

And the outcome of all this? Momentum has become BPP’s most successful product to date. Gratifyingly they’ve described our strategic naming process as a ‘best in class way’ to proceed, helping them deliver a practical and highly successful product that has become one of BPP’s largest revenue streams.

What we did

Strategy

Research and analysis
Core proposition
Brand personality
Brand positioning
Brand architecture
Vision and values
Naming
Product architecture
Content strategy

Identity

Verbal identity

Experience

Ideas generation
Copywriting

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