Fruiting League founders Paul Vinogradoff and Kershen Teo have developed a new brand naming approach designed to help secure and rebuild brand success and market strength. The pair, who have worked with some of the world’s largest companies, such as Telenor, GE and NTT DATA, as well as small startups and SMEs, believe that language can be seen as a “strange and powerful” sea.
Speaking of their breakthrough, Teo said: “Your company’s name defines and shapes its culture and its future, for good or ill. It works all the time, outside and inside the organisation. Success may come because of it or in spite of it. It is a mistake to imagine that ‘by any other name’ your rose would smell as good. It might ‘smell’ better or worse: the name counts.”
As an example of their approach, Fruiting League recently rebranded a Norwegian hospital and emergency software maker, previously called CSAM, to Omda. In Norwegian, this means “if-then” and reflects the company’s core offering.
The rebrand has been received positively by customers and investors, and there has even been interest from potential acquirees.
Vinogradoff and Teo have combined their 50 years of experience in branding and their expertise in various languages to create a revolutionary method of tapping deep meanings in sounds to drive business growth.
Through their unique insight into the potential and limitations of any brand name, they hope to help companies create a successful future.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.