Naming discovery

Goals

What is your goal in creating a parent company brand?

Select all that apply, then mark your top two.

Make the group legible to private equity buyers and investment bankers Present one face to defense and aerospace customers Make the group more attractive to companies we want to acquire Build a durable institutional identity that survives a family succession Recruit engineering and manufacturing talent Other

Checked an option? Use the top two button on it to mark your two primary goals.

Before

Before the parent company existed, how did you explain the relationship between Electroceramic Industries and M2 Global?

Tell us about a specific time you had to describe the group out loud to a customer, a banker, or an owner of a company you wanted to buy. What did you say, and what did they not get?

Existing names

What happens to the existing company names once the parent launches?

All subsidiaries keep their names indefinitely, parent sits above them Subsidiaries keep their names through a transition period, then absorb into the parent Subsidiaries retire immediately, everything becomes one brand Not decided yet, we want a recommendation

How attached are customers and employees to those names?

The non-obvious

What is the most surprising or non-obvious thing about this group that outsiders do not realize?

Ex. Our parts are on a platform everyone has heard of and nobody knows we made them. 🛰️
Also worth including: anything from the group's history, geography, founding, or ownership background that could be useful raw material.

First impression

How should someone feel the first time they encounter the parent brand?

Select all that apply, then mark your top two.

This is a serious, established group These people solve problems nobody else can This is precision and reliability at scale This is a group that is going somewhere This is the safe, low-risk choice Other

Other feeling

Checked an option? Use the top two button on it to mark the two that matter most.

Direction

Which naming direction feels right?

Select up to two.

Coined or abstract. Qnnect, Novaria, Arcline. Fully unique, clears trademark, stretches anywhere, needs messaging to give it meaning Heritage or initial-based. MW Components, HEICO. Carries existing equity, reads established, less room to stretch Descriptive or institutional. Hermetic Solutions Group, Precision Industrial Group. Immediately clear, harder to protect, ties you to today's capabilities Evocative or metaphorical. Vertex, Meridian, Keystone. Suggests a quality rather than a category Other

Other direction

Which one would you rule out, and why?

Off the table

What is already off the table?

Names you have tried and rejected and what was wrong with each. Words, roots, sounds, or letters you do not want used. Companies whose names you want no resemblance to, including your own customers. Anything with a history we would not know about.

Stretch

How wide does this name need to stretch?

Which markets are realistically in play over the next three to five years? Select all that apply.

Other market

What is actually in the acquisition pipeline, and is there any market you know you will never enter?

Constraints

What are the hard constraints?

Does the exact .com have to be available, or is a modified domain acceptable? Any trademark classes or geographies that matter. Character limits for signage, badging, or documentation. ITAR, export control, or registration considerations. Any pronunciation requirements for international customers.

Decision

Who decides, and what kills a name?

Who has final approval. Who else gets a vote and who gets a veto. How many people will be in the review. And the fastest way for a name to get rejected in your organization.

Finally

So we know who we are hearing from

Name

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Role

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