The Challenge
When a company called Utility came to us to explore the possibility of renaming, there was a lot to think through. While they had what some companies consider a holy grail — a simple, real-word name with a pure .com — it wasn’t quite doing the job it needed to. In fact, it was causing confusion.
This company offers public safety technology: mission-critical tools and tech for law enforcement, security, emergency response and more. But they were often confused for… a utilities provider.
The Solution
We performed in-depth brand name research to uncover the perception and viability of the Utility name and brand, and gathered insights on how to most efficiently and effectively organize Utility’s portfolio of brands.
Ultimately, our research led us to recommend exploring new names and a simplified approach to their brand portfolio. And explore new names we did!
The Result
Following our strategically-informed creative exploration paired with name validation of a shortlist of new name candidates alongside the original Utility name, the company was renamed Coreforce.
The concepts of strength, control and reliability are important to this company — their technology is a driving force at the core of public safety. The name Coreforce was immediately liked within the team for this embedded message, as well as its powerful emotional resonance with their audience in law enforcement and public safety. Coreforce also performed extremely well in our name validation research, easily besting incumbent Utility.
This bold, muscular, no-nonsense name captures the company’s essence with power and clarity. We helped them simplify their brand portfolio as well, eliminating abstract product and solution names that created more confusion than clarity.
Coreforce. We’re glad to see this brand now has a name that lives up to the strength it brings to public safety.