NAMING | REBRANDING | REPOSITIONING
Rebranding a virtual experience platform to reflect its new business model.
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With a fresh round of funding, gaming platform, Gamerjibe was excited to find a name to convey its brand restage – this time as a SaaS player in the virtual reality realm.
The team sought the help of BRANDKIND to find a fitting name that would capture their transition from casual gaming to hosting professional and social virtual experiences.
THE CLIENT'S BRIEF
The client needed a name to pivot the business from gaming into immersive experiences for brands and communities.
The name captured the idea of flipping the human experience of networking – to design and create virtual engagements that lead to real-world connections.
The company enables event organizers to offer customized virtual experiences using gaming technology, space design, and social science to simulate and improve networking experiences. INVERSE’s beginnings in gaming provided a head start to creating relaxed virtual networking environments and we needed to convey this unique strength.
The name INVERSE is also a combination of two words: IN and VERSE which explains our work to create virtual event spaces and experiences IN the metaverse. With a prudent approach, we hope to ride the emergent wave of metaverse dialogue, knowing that it is here to stay.
THE CHOSEN NAME
After exploring five different directions and generating over 150 names, we landed on INVERSE.
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We researched trends and discovered insights. We analyzed and mapped our competitive positioning. We conducted ideation workshops with a team located across the globe. Before we fell in love with the new name, we reviewed name availability and trademarking options to confirm our first choice’s viability.
STRATEGY DEVELOPMENT
BRANDKIND guided the rebranding process with our collaborative research methodology.
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Tight Deadline
We were able to compress our rigorous schedule to get our clients to announce the new name at Investor Week. This exciting news signaled the pivot in the business model behind the client’s unique value proposition. It drew new investors while satisfying the founding team’s request.
Large Impact
At the time, we were also making a big bet – deciding on a name a month before the world settled on metaverse to describe the emerging virtual world we’re stepping into. According to TechTarget in June 2023, “"Metaverse" became a household word when Facebook rebranded its corporate identity to Meta in October 2021 and announced plans to invest at least $10 billion in the concept that year. In addition to Meta, tech giants including Google, Microsoft, Nvidia and Qualcomm are also investing billions of dollars in the concept.”
OUR RESULTS
The naming strategy inspired a brand new positioning for the company, "To make people's day-to-day more fun, effective and memorable in the metaverse."
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WHAT OUR CLIENT SAID
Working with Shantini at BRANDKIND was amazing! We had outgrown our company name and wanted to rebrand in time for an important investor pitch. We had a very short timeframe to revisit our mission and positioning, develop a new name, and create a new website.
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BRANDKIND was able to get us thinking about the critical issues and keep our team focused and organized throughout the process. With BRANDKIND's help, we came up with a new name that fit our mission and appealed to our team, our investors, and our customers.
The timeframe was shorter than BRANDKIND would normally need to do a full rebranding so we greatly appreciate the tremendous effort that they put into this project.
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We highly recommend BRANDKIND to anyone looking for branding services, whether launching, scaling or refreshing their brand, Shantini and her team will guide you through the process, keeping you on task, on point and on time. Thank you!
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- Daniel Valentino, COO at Inverse