POSITIONING + NAMING PORTFOLIO
NAMING has always been a part of our work that we especially enjoy creating when launching a new brand. Once we’ve established brand positioning and strategic guidelines, putting a name to a founder’s dream, a game-changing new product or an organization's commitment to a community program makes it real and incredibly energizing for the team. Following is a select list of brands and programs that we've helped birth. In the case of tech start-ups, we did this work as part of the ground-zero launch group, including CEO/founder, CTO and COO, charged with driving product development and stage one investor funding.
ECOBEE creates smarter home thermostats and devices that are easy to use, well designed, and significantly reduce homeowners’ energy consumption and costs. ACQUIRED IN 2021 BY GENERAC HOLDINGS INC. FOR UP TO $770 MILLION USD.
SKYTAP makes it easy, fast, and safe for customers to move and natively run their traditional systems in the public cloud with minimal change. Skytap pioneered the path for IBM Power Systems to the cloud and partnered globally with Microsoft Azure and IBM Cloud. ACQUIRED IN 2024 BY KYNDRYL FOR $51 MILLION USD.
MAGNET provides modern solutions for enterprise, public safety, and service providers to investigate digital crimes and cyberattacks. ACQUIRED in 2023 BY THOMA BRAVO FOR $1.3 USD BILLION.
SMILEBOX develops an application for creating greeting cards, invitations, presentations and photo albums, combined with pictures and personal video clips. ACQUIRED IN 2011 BY INCREDIMAIL FOR UP TO $40 MILLION USD.
DECHO Pi Corp, an early cloud storage company founded by Paul Maritz, a former Microsoft executive, was rebranded by cb + co.’s Charles Bongers as Decho (tagline “your digital echo”). When EMC Corp purchased Pi Corp and Mozy, the two startups were merged and rebranded, Decho “your digital echo”, a new company that helps consumers manage their personal digital information.
RIPL is an all-in-one app that helps you create, schedule, and post your social media, in minutes, so you can get back to business.
SPARKON inspires and informs teens to help explore their own passions and interests.
TEACHERS' CAMPUS is a Gates Foundation initiative that helps train and inform a community of educators, around the world.
Strategic Naming Services for Purpose-Driven Brands
At CB&Co Brand Design, we specialize in crafting strategic, memorable brand names that reflect your company’s mission, values, and market positioning. Whether you’re launching a new product, business, or initiative, a strong name is essential for standing out and connecting with your audience.
Our naming process blends creative insight with research and linguistic precision, ensuring your name resonates emotionally while fitting your brand’s story and industry landscape.
Why Choose CB&Co for Naming?
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Expertise in eco-conscious, sustainability-focused brands
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Collaborative, research-driven approach
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Creative, distinctive name generation
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Trademark and domain availability considerations
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Integration with overall brand strategy and visual identity
We help mission-driven companies, nonprofits, and innovators find names that inspire, engage, and endure.
CB&Co offers naming as a core service alongside brand strategy, visual identity, and storytelling—supporting the full spectrum of brand development.