A company's need for a category descriptor can occur in several different contexts.
First, a company may desire an explanatory word to go with its new name, beyond Inc., Group, Corporation, Systems, or other similar generics. When Master-McNeil has the opportunity to create descriptors to go with our new company names, key challenges we keep in mind are the need to describe but not limit, and the need to avoid undue length. Often these company category descriptors can be selected to harmonize with available domain names. International linguistic appropriateness is an additional possible goal here, as we usually seek to avoid the translation of company names.
A second need for category descriptors occurs in the context of our creation of new product names. In this case, concern about being too narrowly descriptive is typically less an issue. International linguistic appropriateness is also less crucial here, as we generally favor localization of product descriptors. Name length, as always, remains a concern. We especially enjoy the opportunity to create multiple product descriptors at once, as we can then set in place a pattern for future descriptors, while optimizing the language we choose for each initial member of the new product line.
Our thinking on descriptors to go with a new brand name falls somewhere between the two approaches just described, and depends of our client's strategy for the new brand.
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