Markem-Imaje deliver intelligent product marking solutions for manufacturers through a range of printer hardware, software, expertise and services.
The business was looking to launch a state-of-the-art services suite and turned to Fabrik to help create a name for it. The service will streamline customers printing operations and deliver peace of mind through 24/7 real-time visibility providing risk alerts and diagnostics, performance monitoring, insightful analytics, actionable intelligence and improvement advice.
Following our naming discovery with the product and marketing team at Markem-Imaje, we agreed a set of criteria for the new name.
The new name needed to appeal to a global B2B audience, particularly with individuals who have operational responsibility for manufacturing sites. It also had to sit comfortably alongside the existing Markem-Imaje portfolio, while providing clear differentiation from key competitor products. These were looked at in some depth during this initial phase. We also defined a clear strategy for the required due diligence and trademark clearance searches.
We identified a clear set of naming themes, which included:
- Vantage, viewpoint, visibility
- Intelligence, insight, knowledge
- Reassurance, peace of mind, control
- Empowering, proactive, efficient
Our naming team generated the first round of names and following due diligence checks shortlisted 20 to share with the Markem-Imaje team. From that shortlist, the chosen name, MiVista emerged.
MiVista has a strong link to the master brand, with a clear connection to the ‘vantage/visibility’ theme which proved the most fruitful. The name also has a sense of personalisation with the prefix which can be read as ‘My’.
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We dig deep to discover tangible benefits at your brand’s heart. We then use insights and ideas to build your brand and shape your reputation. But we always start with a simple question: what do you need?