Last Updated on: 22nd November 2023, 03:31 am
Paul Vinogradoff and Kershen Teo, the founders of Fruiting League, have established a groundbreaking naming approach to help businesses secure or rebuild success and market strength.
The duo, who have worked with some of the largest companies on several continents, believe that the active principle in all languages is the deep meanings of basic sounds. As an example, Paul explains: “Language is like the sea. We all float on the surface, but the depths are very strange and powerful. That’s because we don’t even know exactly how old human languages are or how interconnected.”
Kershen adds: “Your company’s name defines and shapes its culture and its future, for good or ill. It works all the time, outside and inside the organisation. Success may come because of it or in spite of it. It is a mistake to imagine that ‘by any other name’ your rose would smell as good. It might ‘smell’ better or worse: the name counts.”
To demonstrate the power of their approach, Fruiting League recently rebranded a Norwegian hospital and emergency software maker called CSAM to Omda. In Norwegian this means ‘if-then’ – a key aspect of computer programming and the basis of their offering.
The company found that customer and investor reactions to the name change were highly positive, with potential acquiree firms expressing interest in being brought into the Omda fold.
Paul and Kershen have over 50 years combined experience in branding and have created many successful brands. Paul has studied 11 languages, while Kershen, from Singapore, speaks several Chinese and other Asian languages. This unique expertise has enabled them to identify the potential and limitations of any brand name, as well as to provide insight into how to elevate a business to the next level.
