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Client Challenge

Create A Highly Appealing Brand Name For A Global New Product.

A global healthcare client developed a new product to reduce moderate to severe facial wrinkles. The product would be marketed to plastic surgeons and dermatologists for outpatient administration across multiple countries.

The client wanted to find a name for this product that would have high appeal to both consumers and medical professionals and could be used across all relevant countries. Two previous efforts at developing appropriate name candidates had been attempted and failed. Orrington utilized a pragmatic multi-step process that identified the highest potential names from literally hundreds of candidates.

Business Results
The result was the name "Captique", which stood out as a sexy, beautiful name that is easy to pronounce, appealing to target consumers and physicians, and legally available in all countries of interest.