Bizword Partners is a resource and a reputation. We're a fusion of creative ideation, linguistic knowledge and Street smarts. We believe great Trademarks are the poetry of business--at once evocative, appealing, and persuasive. Unlike the graphic expression, the wordmark itself should never need to change. So it's critical to get it right the first time--today's marketplace does not readily give second chances. How difficult is it? Very.

Even the legendary David Ogilvy, the founder of Ogilvy & Mather admitted as much. This advertising genius never created a successful brand name. Ogilvy, bemoaning his failures, called the process "infernally difficult." Something to keep in mind the next time your ad agency assures you of their ability to create a great Trademark. Ad agencies have been ballyhooing their ability to "break through the clutter" for decades now (never mind that they actually CREATE the clutter). Our goal is straightforward, and actually achievable: we'll increase the signal-to-noise ratio of your company or product.

To do this successfully requires a different order of creativity, which we call intuitive analytics.Pattern recognition is also at the core of our trademark ideation, which is why we're not overly thrilled about computer-generated names. GIGO*, as the saying goes.

A new Trademark is a semantic gambit: at best it should precisely express how your new offering (be it company, product, or service) should be perceived as it enters the arena. The Trademark contains the meaning and telegraphs it to its various publics, be they consumers, businesses, the investment community and internal audiences. Of course, the associations the Trademark accrues will change over time. This is a function of actual performance, coupled with word of mouth. However, we believe a powerful Trademark is an initial perception accelerator that can be crucial with a successful launch and enhancing success probability. From the standpoint of the customer, the tipping point comes when the perceived power and promise of your Trademark, which operates on point while leading the overall Brand phalanx, helps trigger the buying decision.

Companies are willing to spend $50,000 and more to develop Trademarks. Why? Jack Trout says the name is the single most important marketing decision--but we believe identity comes second. In our view, Pricing is always primary.

But Trout's point is well-taken--there often are millions of dollars behind a product or company's PR, packaging and advertising rollouts as well as the ongoing promotional costs. Obviously the stakes are high and companies demand a high success probability. This is why we believe a great Trademark gives you the best possible chance of success, provided all of your other proverbial ducks are aligned. And in point of fact the identity is integral to pricing, and vice versa.

Operational efficiencies allow us to charge a reasonable price, given the stakes involved. A price that is less than half of that demanded by our major competitors. The proof? Send us a bona fide quotation from Landor, Lexicon or Lippincott--we will provide at least the same results and guarantee to charge 1/2 their price, or less. Because we know we're as good as the best--if not a tad better.

For over a decade now, Bizword has intentionally and consistently delivered the best value in Trademark creation.

Bizword
707.205.9659
email@bizword.com.