NAMING RIGHT SOLUTIONS

In the course of its repositioning work across different industries, SAI Marketing has found several instances where the brand names did not adequately leverage the potential of a company or its offering.

Naming Right Solutions approaches the development of brand names as a strategic exercise that yields fewer but more practical naming options thereby creating a sustainable competitive advantage. Branding goes beyond clever, catchy names to becoming a strategic anchor for the future.

The labelling of the area around the Mt. Warning Wollumbin Caldera volcanic region as "Australia's Green Cauldron" is an excellent example of creative thinking that is shaped by strategic rigour to yield a metaphoric name that captures the essence of the brand.  

A new alternative medical practice offering traditional treatments from India, China, Malaysia etc was looking for a business name.   Our suggestion: "The Panacea Practice" and the tag line Classical cures from around Asia.   The word Panacea conveyed both the nature of the cures and their geographic origins from across Asia (Pan Asia).

The rebranding of cycleways to pedways to reflect the equal rights of pedestrians and cyclists, the name Via Media for a Public Relations/Community consultation consultancy, the tagline "Leave IT to us" for an offshore complete IT solutions provider are some other examples.

When we decided to start our consulting practice in late 2000, we chose the name SAI for a number of reasons.   One of them being that the letters S, A and I represented Strategy, Analysis and Innovation, the firm's core competencies. The name SAI has always been close to our Managing Director, Mahesh Enjeti's heart.   Sai was a 20th Century Indian saint who was passionate about serving people and had been Mahesh's inspiration for many, many years.  

Mahesh made Australia his new home in early 1994 and spent the first 5 years in beautiful Tasmania.   It was important that the business name had some covert links to both Australia and Tasmania.  The letters S, A and I appear in both Australia and Tasmania in the same sequence. SAI thus became the obvious choice.