Lease a Piece: Naming a Platform with iD8

Part of branding is often the name. While messaging seems to flow easily, the name is like a piece of art. It’s personal, it’s intimate, it needs to tell a story. But mostly, it’s fraught with interpretation.

The project we collaborated on was the branding and naming of a new software platform for the industry leader in industrial gluing machines. Obscure, but wildly important in the packaging world. The platform promised to integrate all the Nordson machines in a plant, together, so they can have seamless flow and management. Surprisingly, they were the first to bring this to market in their category.

The final name… BBconn.

The rationale behind it came from a short aside in the first meeting that they are known in the industry as the “blue boxes” on the manufacturing floor. Very well known. That one throw away line formed the creative foundation for something that makes perfect sense: BBconn…. Blue Boxes Connected.

The rest was roll out.

Another great experience with the iD8 team.

And, to be transparent, my role was specifically on branding, message platform and naming. All the marketing material was done by others. Which is exactly how I prefer to work!

More information can be found :
Video
Announcement
Product Roll Out