Naming for a new B2B product

Creating a memorable name that conveys the brand

The client

Swiss Re​

The challenge

Swiss Re, the world’s largest reinsurance group, was launching a new B2B brand and it needed a name. This had to work across all their global territories, it had to evoke associations with their brand qualities, it had to be ownable and it had to be unassuming enough not to eclipse the primary customer brand. Easy really.

The solution

We gave the agency and the client a host of options, each backed up with a rationale. To make them distinctive and ownable, the majority were hybrids of different words, often from different languages. Each option evoked intelligence, confidence or adaptability. In the end the client plumped for IptiQ. The IQ bookends conjure intelligence, while the short, sharp syllables – ip-ti-q – make it memorable.

The writing

“Your insurance policy is underwritten by IptiQ Insurance."


The results

IptiQ Insurance is out there in the big, wide world.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson, Sam O'Flaherty

Agency: Prophet

Client: Swiss Re

Barnaby Benson Copywriting Agency, UK

Barnaby Benson Ltd is a leading UK copywriting agency. Based in London, we provide copywriting services for many agencies and brands. We offer a wide range of writing services with a strong reputation for tone of voice.  Want to find the right words to make your point? Get in touch with us: we can help.

Barnaby Benson Copywriting, 211 Norwood Road, London, SE24 9AG 

Tel: 020 8674 3551  Contact Us

© 2020 by Barnaby Benson Ltd

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