Cutting the cost of brand development for Dell

Saving As Dell prepared to launch its first line of LCD TV’s, they asked TippingSprung to develop a sub-brand name for the new product family. We recommended looking at the company’s overall naming strategy before creating any new sub-brands. As a result, we developed a naming strategy tool to help determine whether new products should be given a straightforward descriptive name or a new, proprietary name. The tool also provides details of Dell’s naming philosophy and process. The naming decision tool has saved Dell hundreds of thousands of dollars in unnecessary fees for name development, legal screening and trademark registration.