AQUALEX: a pure portfolio
After years of growth and new product launches, AQUALEX needed a clear and flexible portfolio where both existing and new products could be introduced to the market in a structured way. A well-organized product portfolio that is easy for both marketing and sales teams to use in sales conversations and various campaigns. As a result, it also provides clarity for customers, helping them make the right choice within AQUALEX's extensive product range.
In short, a strategy that supports and strengthens both the current and future growth plans of AQUALEX.
Challenge
The rapidly growing seller of drinking water systems has experienced significant growth in recent years, expanding their range of products and features across both existing and new categories, including water taps, appliances, outdoor water stations, and accessories. As a result, there was an increasing need for a clear product and naming structure within the portfolio to accommodate both existing products and future product launches.
Approach and Methodology
After conducting a thorough analysis of the branding at both corporate and product levels, we introduced a new portfolio structure. In collaboration with the sales and R&D teams, we examined potential categorizations for the different types of taps, based on design, functionality, or technical specifications.
From this final structure, we developed a completely new set of product names, using clustering and thematic approaches to create both unity and distinction within the portfolio. Thanks to this naming structure, future product names can be developed with the creative and legal requirements of a strong brand name consistently in mind.
To arrive at this solution, we conducted in-depth research, including an international benchmark and our own desk research. For brand changes, we believe it is essential to involve the right stakeholders through interviews and close collaboration with the decision-making team. This research revealed the challenges and highlighted potential solutions for both the main brand and the product lines.
ALASQ: a new brand within AQUALEX
Our initial recommendation was to separate the brand positioning of the outdoor water stations from the main brand and the high-end luxury taps of AQUALEX. For this new structure and positioning, we created the brand ALASQ. This is a creative name that subtly references AQUALEX while establishing its own identity and meaning. The decision to create a separate brand was driven by differences in target audience, materials, and the challenge of preserving AQUALEX's high-end image in the context of public water stations.
During the creative phase, the name ALASQ was legally reviewed by our in-house IP team to ensure its availability. ALASQ evokes associations with the fresh, crisp, and clear waters of Alaska. By incorporating the initial letters "AL" and the recognizable "Q," the connection to the main brand AQUALEX remains clear, allowing the brand story to be told seamlessly.
"The unique and remarkable names fit perfectly with AQUALEX and ensure consistency throughout our new portfolio."
Naming Framework
When selecting names, as naming specialists, we take into account linguistic, marketing, and legal requirements, as well as the DNA and positioning of AQUALEX and ALASQ. We developed an extensive longlist of creative names, which were then reviewed by our legal team for availability. Together with the client, we selected the favorites for the entire portfolio. These names were subsequently thoroughly vetted, registered, and legally protected.
The internal team was able to immediately begin implementation, product development, and further product launches with existing partners. Thoughtful name selection is crucial for brand success. By following a careful process with legal vetting and market research, the brand name becomes recognizable, protected, and future-proof.
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