PROJECT: Name for MTV / Viacom’s online music and video downloading service.

THE NAME: Irresistible.

POSITIONING: Presenting an interesting naming challenge, the new name needed to have a bit of the MTV edge, yet still welcome and intrigue music fans from multiple Viacom networks. The name had to have global trademark clearance and unmodified “.com” domain name purchase-ability, adding to the complexity of this project. Urge hits just the right notes, and positions all that proprietary MTV content as irresistible.