INDUSTRY WORK - SAPPI BIOTECH
Brand Architecture and Naming convention - Positioning a portfolio for Global markets
As Sappi is diversifying into more sustainable and higher value segments of the market, there was an opportunity to review the entire Lignin/Lignosulphonate Sappi global portfolio. This strategic project delivered:
- A new set of guideline for simplified and consistent navigation
- A decision tool to guide product names selection
- Overall, delivered a solution that encompass all product extensions and innovation
- Based on this strategic foundation, the team then generated and recommended several names to support the new portfolio
These efforts are just being implemented and aim to fight commoditization and assist Sappi in its OneSappi global effort. Watch this space!
A 6 step process
Around Name generation
Any good names must:
- Have a point-of-view
- Plays a strategic role in achieving business objectives
- Has the stretch to meet a brand’s future ambitions
- Is believable for consumers
- Is easy to read, write, spell, and pronounce
- Is linguistically viable, able to transcend borders and cultures
- Is legally ownable
MARKETING
MATERIAL
