The product marketing manager and product strategist/head are responsible for establishing a suitable name and identity for the IP solution/product. They are also responsible for securing approval from Group Legal and Group marketing for any solution name and associated identity prior to use. Please refer to the Guidelines provided for naming an IP Solution/product.

How to name an IP solution

A good product name reflects a clear and compelling value proposition for the offer. it is recommend that teams invest time in developing a value proposition statement before generating naming options. Guidance on developing a strong value proposition can be found on the Ready2Series marketing guidelines page on the IP Hub on Talent.

Solution names must conform to following guidelines as described on p.18 of the Ready2Series guidelines:

The Name MUST:

• Convey something about the promise behind the solution
• Be descriptive or associative rather than abstract
• Be short: no more than two words or maximum 15 characters
• Be approved by Group Legal prior to official use and launch (Contact: Group Legal)

The Name MUST NOT:

• Include company name (Capgemini, Sogeti, others)
• Include numbers
• Be longer than two words or 15 characters
• Be accompanied by any kind of logotypes
• Include technical jargon (solution, platform, middleware, orchestrator, integrated, etc.)
• Include acronyms (CRM, SaaS, etc.)
• Include partner names (Oracle, Microsoft, SAP, etc.)

Some other examples include:

• t-Police: Associative. Short for “Transformation Police”, “t” being used as an algebraic symbol
• Energy Path: Associative. Combining sector name and customer promise
• Immediate: Convey a customer promise.

It is critical to go through the legal approval process for the name of IP solution/product and ensure that the name selected does not infringe someone else’s brand or trademark/IPR.

How to develop an identity for an IP solution

Identity development for IP solutions is governed by strict guidelines. To prevent brand dilution it is not allowed to create new logos for IP solutions. Instead, IP solutions are branded with “Designed Names”. Examples of the usage of “Designed names” are Bookplan and TAKTEngine IP solution names with Ready2Series as shown below.

The visual guidelines for designed names are detailed on pages 19-20 of the Ready2Series guidelines. Once your solution name is approved, please approach Group Marketing Team to request a designed name for use on your collateral.

Roles & Responsibilities:

Product Strategist/Head shall initiate the process at an appropriate stage of the life cycle of the product.

Exit Criteria:

NA