Work

Contact

Left column

Services

Naming a company

Rebranding and renaming

Middle column

+31 (0)20 623 85 55

LinkedIn

General conditions

Privacy & cookies

Right column

About

Insights

Our clients change their brand because they want to change the world. They may be in a rebranding process or involved in mergers and acquisitions. They may be shaping new realities by launching new portfolio entities and ways to engage audiences.

Is your naming ready for the new future? Where are you now and where will you be in five years? Is everyone moving with you?

At the heart of a verbal identity is brand positioning. Repositioning involves creating a renewed brand purpose, personality and promise. This results in a new relationship with audiences and other internal or external brands.

Reposition

Projects

Goodays

For businesses, fostering strong customer relationships is a must. Meet Critizr, a name synonymous with customer engagement, yet negative. So, we lightened up the mood and rebranded it to Goodays. Not just a change of name, but a transformation that promises to elevate interactions between customers and businesses, making every day a positive experience.

Committed to creating a positive impact, their new identity reflects just that. The name captures the essence of turning ordinary days into exceptional ones. Focused on empowering businesses to thrive through effective customer engagement, this rebrand is their declaration to bring about interactions that matter.Goodays isn’t just an evolution; it’s a revitalization. Armed with innovative tools and insights, they aid businesses in understanding their customers better, fostering growth, and creating strategies that become more than just a thought.

The power of Goodays

The heart of Goodays lies in elevating customer experiences. With an eye on the future, its platform provides seamless avenues for customers to amplify their voice by sharing feedback. Whether it’s AI-driven support or predictive analysis, Goodays ensures that customers feel valued and heard.

Enhancing customer experiences and embracing a bright future

The transition to Goodays signifies more than just a name change—it signifies a unified community. Championing the thought of each interaction, no matter how small, having the potential to make someone’s day: Goodays united business and customers.

A unified approach

The rebranding of Critizr to Goodays amplifies the platform’s dedication to enhancing customer experiences and propelling businesses forward.

Embrace the positive

Goodays - Nicolas Hammer, CEO

Project

Asset

Assets

A name change that heralds positive customer engagement

Far-reaching change means embracing it. This means saying goodbye to existing names and brand statements in which time and energy have been invested.In fact, the discussion is not so much about names, words and images. It is about values that people feel connected to and want to retain during the transformation.Globrands&#039; process helps find a verbal identity that fits the new positioning and leads to a deeper shared understanding.

Stay connected

Nouryon

How can you fundamentally build on employee pride during a spin-off? Here’s how naming served as the key differentiator in a rebranding of AkzoNobel Specialty Chemicals into Nouryon. For this rebranding we teamed up with Design Bridge (then VBAT) and VIM Group.

When it was announced at the end of March this year that the US-based Carlyle Group was going to acquire AkzoNobel’s Specialty Chemicals branch together with Singaporean investment fund GIC, a lot of preparation had of course been going on behind the scenes.AkzoNobel had announced in April 2017 that it wanted to sell its Specialty Chemicals branch, and preparations for this demerger were set in motion shortly afterwards. Because a spin-off of Specialty Chemicals meant a new name and a complete rebranding of the industry.

Rebrandings of this magnitude are often prepared in fairly small circles, sometimes even only at management and Board level. The management of AkzoNobel Specialty Chemicals thought differently and wanted as many employees as possible to be involved in the process. Under the leadership of Vivi Hollertt, Chief Communications Officer and Jasper Jansen, Head of Communications Netherlands &amp; Germany, a careful process for this was worked out. VIM Group was called in to assist with agency selection, impact analysis and implementation of the corporate identity to be developed, Globrands was selected for positioning and naming and VBAT for the design and corporate identity of the new brand.After a thorough external analysis looking at the positioning of competing chemical companies and gathering input from employees, the basic ingredients of the new positioning were identified. Then, some 15 focus groups worldwide, formed from employees from all levels of the company, formulated a common purpose in several sessions. That purpose ‘Your partner in essential chemistry for a sustainable future’ would serve as a guideline for all communication throughout the rebranding process and was an important part of the naming briefing.

Involving employees in rebranding

Vivi Hollertt, Chief Sustainability & Communications Officer at Nouryon

At the first orientation workshop at the head office in Amsterdam, various possibilities for naming were discussed by exploring different directions using so-called Moodwords. On this basis, it became clear that for naming purposes, the company’s history was also one of the important routes to be further elaborated.

This meant the team had to delve well into the past, scrutinising past company names, brand names and key people associated with the companies. Given the global use of the brand name to be developed, native speaking creatives from different countries in the Globrands network were involved in the process.At Globrands, the search resulted in many hundreds of names and name concepts. Of these, after initial trademark screening in the more than 80 countries where the company operates, checks on the availability of ‘web domains in those countries and primary linguistic suitability, enough remained to be submitted to the project group with substantiated advice.From two such creation rounds and presentations, a longlist for further research was determined in consultation with the international project group.That longlist was then subjected to further trademark searches for comparative and potentially conflicting trademarks and trade names and linguistic checks in all relevant languages.In the end, a shortlist of names remained, from which, after careful consideration, the name Nouryon was chosen that met all communicative criteria, was globally available under trademark law and of which all urls were available. More importantly, it was a name that everyone involved was comfortable with.

Setting a direction for the future by referring to the past

Meanwhile, design agency VBAT had already started to investigate the development of the brand properly, including design and the identity the brand should stand for. As the new name had to be kept strictly secret while the trademark registration process was still ongoing, VBAT was initially given only a dummy name and the first letter N.VIM Group prepared the implementation of the Nouryon name and corporate identity across the various brand carriers, both digitally and offline, so that everything was ready to be implemented.On 9 October 2018, the time had come and Nouryon presented itself to the world and its employees for the first time. By the end, more than 200 people were involved behind the scenes preparing the name, brand, and new materials such as the website.Here, CEO Charles Shaver underlined the link of the new name with the old Noury &amp; van der Lande – the two entrepreneurs from Deventer in the 19th century who discovered how chemistry could contribute to better flour and bread and would become part of a multinational company operating in 80 countries in essential chemistry: Nouryon.

Language that sets the new foundation for your brand

Reposition

A name change that heralds positive customer engagement

Stay connected

Retaining employee pride in the renaming of AkzoNobel Specialty Chemicals