Two admen have come together to launch what they term India's first 'brand-naming consultancy'. It is titled Albert Dali Naming Consultants.
The founders are Anantha Narayan (Ex-Contract, McCann, Mudra, R K SWAMY BBDO, Orchard and co-founder and creative director of 1pointsize) and PC Muralidharan, consultant creative director of Orchard, Bangalore (ex-Mudra, Euro RSCG and Contract).
The start-up is a virtual naming collective that will leverage the web to deliver names in any language, for clients across the world. It aims to be a one-stop shop for name creation, name critique, name audit, name trademarking, name booking, name seeding and even name numerology.
Muralidharan explained, "If you add up all the words, of all the languages spoken on Planet Earth, you’ll end up with less than 10 million words. In the last quarter of 2009 alone, 11 million domain names were registered. So clearly words are in short supply. And there's a huge demand world over for newly invented names that are meaningful and easy to pronounce. That’s where Albert Dali comes in. We feel, India, has enough linguists and wordsmiths to feed this global greed."
Added Narayan, "Why just India? By virtue of being the world’s first brand naming collective, we have access to some of the finest names in naming in Shanghai, London, Minnesota and New York. If an Indian brand wants to go global, we are best suited to handle the christening."
He further said, "A name is a tricky thing. It’s the shortest story of the brand. If you get it right, you get a ready-made advertising idea and a head start. If you get it wrong, you end up with 'Just Another Name'. In these times when every buck counts, a good name can save lots of marketing moolah."
"The time tested way to get a good brand name is to go to a naming specialist. That’s what companies do in America. Over time, it’s bound to get replicated here," he said.
