B2B Vendor Research And Reviews Service
PROJECT: Rebrand a business vendor research firm and corresponding website that has published research and reviews of B2B companies in over 50 markets and is poised for rapid growth.
CLUTCH: Essential in a critical situation: He is a good man in the clutch. A collection of things or persons to be handled together. A coupling that connects or disconnects parts of a driving mechanism. A brood of chicks hatched at the same time. Slang: great, awesome, cool.
BRAND POSITIONING: SourcingLine, a Washington, DC-based research firm that offers a “data-driven field guide for B2B buying and hiring decisions,” came to us with two requirements for their re-branding initiative: 1) Develop a killer brand name to replace their original, vaguely descriptive wait till we get funding camel-case mashup placeholder name; and 2) make sure that all names presented have exact-match .com or .co domain names that are parked and available for purchase.
For the company that delivers the go-to source of actionable business intelligence on B2B service companies, we came through in the clutch, with Clutch, a name that maps perfectly to the company’s hybrid approach to vendor sourcing: a blend of what the top research firms provide at a high price point with the cost (free) and ease of use of innovative consumer review sites and apps. The name Clutch maps perfectly to the brand proposition that this is the driving mechanism that connects people with the best in class services they seek, a deep resource for business intelligence that comes through for companies in the Clutch to deliver the best of the best B2B service providers. Also, the “.co” top-level domain further reinforces that this is all about connecting companies to do business together.
Clutch. Firms that deliver.
“The Zinzin team got our strategy and competitive environment immediately. They then elevated our thinking about our brand and provided a range of great naming options. What more could you ask?”
Several of our fantastic clients have been interviewed by the researchers at Clutch for reviews about their experience working with us, including Clutch, naturally. Read the full review, and those from other clients, on our References/Testimonials page.
Case studies for our multiple Clutch naming projects: