To develop the organization’s new name, Big Buzz conducted several brainstorm sessions with its executive team and brand ambassadors to identify the words, thoughts and concepts that would best guide the naming process. Next, the Big Buzz team employed its marketing expertise to generate a list of potential names in four potential categories: functional, personal, brand core/generic, and brand core/evocative. A strong brand core/evocative name evokes an emotion, ties back to the differentiators for which the organization is best known and truly edges out the competition. Over 300 names were considered, each thoroughly vetted by Big Buzz for memorability, resonance with the brand, availability and potential conflicts. Ultimately, the brand core/evocative name Sinceri was chosen, a reflection of the organization’s sincere and genuine nature.