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.