Verbal Branding Objectives
With a large and constantly growing family of products and services, haphazard naming can lead to brand diffusion. Separating EMC's jumble of offerings into three understandable categories -- software products, technologies, and consulting services -- provided an opportunity to create and maintain branding rationale. Double-barreled real words (CopyPoint, PowerPath) speak to relevant software product functions and features. Coined words (Celerra) illuminate the distinctive benefits of EMC technologies. Real words (StorageLogic) focused on strategic benefits, capturing the purpose of EMC's consulting services.
(project undertaken for Addison)