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."