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Our multicultural teams of naming specialists bring rich, complementary capabilities to our naming process. They interact in iterative cycles to explore multiple creative directions-linguistic, semantic, analogic, metaphoric and phonetic. The teams exploit all creative synergies by interblending cross-linguistic and inter-semantic mixes of naming 'genes': visual and phonetic hooks derived from original language roots and word-patterns. At the end of the process, they craft their work to enhance and enlarge the spectrum of name families and variants.

The result is a greater number of potential universal brands, engineered to resonate in the marketplace.