Case Studies
Named it, created character, gave it legs...
Something really new needs to be, at first, a little familiar for consumers to recognize or understand it.
Elegant questions reveal deeper understanding and surprising answers. How would this new service change the television experience? Is this a revolution or an evolution? What do you call the evolution of television?
: : CRONAN : : named it TiVo, TV your way — it started the TiVolution.
We gave it personality. A smile, a wink and — oh yes, a character — with antenna and legs. Thumbs up, thumbs down... and — ba-doop! ba-doop!
Laughter, very important to the creative process.
"If I were two-faced, would I be wearing this one?"
Disney creative and Dreamworks marketing teams asked : : CRONAN : : to create positioning and strategy for Steven Spielberg’s "Lincoln”.
We generated reams of concepts and got the "aha" going. The inspiration was Lincoln-the-man. Of interest to all walks of life, insightful, legendary, and yet someone you could have a beer with…
To catch the eyes and minds of the public, the campaign spread "legacy through language," hitting home with the audience for viral social networking, technology, and public platforms.
The iconic identity evoked Lincoln's familiar profile, to admire, to sympathize, and to understand.
Lincoln's words echo in today's world.
A name to provoke a new way of thinking.
Mike Maples, Fortune Magazine’s "Rising VC Star" for his investments in business and consumer technology companies, and partner Ann Miura-ko, Forbes’ most powerful woman in startups: “We’ve developed a new approach to investing in world-changing ideas, the Super Angel Approach.
Looking at the world through the eyes of the entrepreneur, we fill a widening gap between Angel investors and venture capital firms.
We help companies with more than just fundraising: we help them discover, refine, evolve, and master the core elements of their businesses so they will be in the best possible position to one day 'open the floodgates' to market disruption and dominance.
FLOODGATE helps today's most ambitious entrepreneurs develop tomorrow's great business success stories…”
The name says it all.
A new name to describe the goal.
Exposure to toxins is greatly magnified in the bodies of infants and children.
Colette Chuda died of a rare cancer linked to pesticides. Her parents founded Children's Health Environmental Coalition to advocate for legislation and to help others avoid the same loss.
Known as "CHEC", they had experienced years of wind-drag with a name that wasn't memorable or meaningful.
An innovative philanthropist commissioned : : CRONAN : : to help.
With sharper focus, the CHEC acronym became: “Creating Healthy Environments for Children,” and the name Healthy Child Healthy World, url healthychild.org
Christopher Gavigan, CEO:
"The name is simple and elegant. Besides the compliments from past folks, new people just get it – which is perfect!”
Evolving the business.
They are what we want all bankers to be – dedicated, innovative and passionate about excellent service.
: : CRONAN : : worked across all levels of this dynamic group of avid bankers and their community. We achieved one of their strategic goals – creating a name and brand personality that clearly describes and distinguishes them, and builds their culture.
"We emerged from one of the worst financial crises in modern history with our best years ever," Mark D. Mordell, Chairman & CEO, AvidBank. "Working with CRONAN, we grew stronger and gained a better understanding of ourselves, our clients and the markets we serve.”
“Our new name clearly represents who we are and where we are headed."
An example of less is more.
Former Navy SEAL Alden Mills had just taken his company through a branding exercise – but no one was happy with the results and they did not know why.
: : CRONAN : : listened to their situation and found that they had acquired all the components of a brand, but the result did not represent the true message of their company.
Editing the ideas and showing the team what lifestyle-changing potential they had, we simplified, intensified and strengthened their brand and created their new identity: Perfect.
The brand promise wrapped in the name.
Steve Demos, the heart and brains behind Silk soy milk, created a new category in nutrition – "not those nasty vitamin pills and supplements." The first product is a probiotic fruit drink with fifteen years of research in Sweden as credentials.
It needed a name, identity, and packaging to deliver scientific health benefits and points of differentiation to both retailers and consumers and to project joy, fun, and positive results.
: : CRONAN : : created elements as fresh as the product itself. At launch, it sold seven times faster than projected. Demand remains high.
Try GoodBelly, it does what it promises and you will love it.
Fresh content caught daily.
The biggest barrier to using content, both professionally-created and user-generated, is finding great stuff and getting the rights to use it.
Part curatorial guide, part detective agency, Catch&Release is the premier destination for the freshest content for licensing.
Named after the surefire, two-step process they’ve been through thousands of times, Catch&Release casts daily to find moments of accidental brilliance and cinematic, story-driven content created by artists, directors, DPs, and talented hobbyists.
Catch&Release’s platform makes discovery and licensing possible in a whole new way.
A name to ignite an expansive idea.
"The most important thing we've ever done," says Jeff Bezos. "To take something as highly evolved as the book and improve on it. And maybe even change the way people read... the vision is that you should be able to get any book – not just any book in print, but any book that's ever been in print – on this device in less than a minute."
What to name this game-changer so that it feels like something you want to "curl up" with? : : CRONAN : : gave it a warm name full of potential – one that invites you to start something: "Amazon Kindle".
"...to read is to light a fire..." Victor Hugo
Kindle sold out in 5.5 hours after it launched.
“Kindle sales have exceeded our most optimistic expectations.”
Who Named Kindle (and Why?) by Steven Heller