Who are you calling a Cognitor?

Global XYZ Task Force discusses a potential name for the new designation

It's not easy to get used to anything new. When a new product or business comes to market, the name almost always sounds wrong or awkward. But think back. Names that sounded laughable a few years ago now seem commonplace. Take PricewaterhouseCoopers. When that name hit the street, many people thought it was "too long," "awkward," and "contrived." But today, PWC has a market and brand recognition all its own, and it's hard to believe that there was anything that came before it.

Or think about the off-the-wall companies that the Internet has spawned. Ten years ago, no one would have believed that words like "Yahoo!" and "Amazon" would be daily utterances on Wall Street. Or that staunch executives would be recruiting or job searching with companies called Hotjobs or Monster.com.

But, admittedly, a profession can be a different story. It's one thing to accept the new name of a product or business, and quite another to identify yourself with that new name. Saying "I am a cognitor" is difficult. It's personal. People are proud of their professional titles and what they have worked for. That's why extensive market research and thorough analysis has gone into the selection of appropriate names for the new international designation. The XYZ Global Task Force has been working with FutureBrand on the title's development. FutureBrand is part of The Interpublic Group of Companies and has expertise in the science of naming. Currently, the company has recommended "Cognitor" as one of the top contenders.

Cognitor: What does it mean?

The fact is, there's more to naming than meets the eye. FutureBrand worked within specific guidelines to ensure that the name met the international and professional standards of the XYZ Global Task Force. The name had to be a word that does not currently exist in order for the Task Force to own the trademark and prevent other individuals and organizations from using the name.

Some additional criteria that was crucial in the development of the proposed name was ensuring that it:

be appreciative of multiple disciplines;
communicate integrity, a strategic focus and a global perspective;
convey a forward thinking, knowledgeable individual who is effective at simplifying the complex;
be memorable, broader in scope than current titles and represent the higher end of the business professional;
be easy to pronounce and work across all target languages.

The proposed name "Cognitor" communicates all of these ideas. The proposed title would be used in front of the professional's own name — e.g., Cognitor Barry C. Melancon.

How was the name developed?

Armed with the project research and the ideas that needed to be communicated, FutureBrand began working on the development of a name. The company used numerous naming exercises-as well as individual and group brainstorming sessions-to begin to create an identity around this broad concept. These exercises helped to generate hundreds of possible candidates. The FutureBrand team then reviewed the list and selected those names that fit within the specific guidelines of the XYZ Global Task Force.

A preliminary legal screening was performed to eliminate names that had obvious trademark conflicts. Those that remained were tested for ease of pronunciation or confusing similarity with existing words in the targeted languages. This analysis was performed internationally, with individuals who represented all different countries involved. Their charge was to rate the name in the following categories: speed of readability, positive and negative associations, direct translation and cultural relevance.

The names that remained after the cultural and legal screenings were presented to the Global Task Force in New York in October of 1999. Fifteen names were presented at that time and with the feedback that the Global Task Force provided, a second round of names was reviewed in London in November of 1999. From those discussions and a global legal search, six names remain as candidates. "Cognitor" currently tops that list, but has not been formally agreed to by all countries.

Keep in mind that "Cognitor" may not be the final name, but it is the name that FutureBrand has recommended to the Global Task Force. "Cognitor" represents all of the attributes of the new designation and shows few legal or linguistic conflicts at this time. A formal roll out of the proposed name, the accompanying logo, and other information surrounding the brand will occur this fall.

Discussions with the Global Task Force on XYZ continued in New York in July 2000. While much progress has been made, a number of important issues have yet to be finalized. Refinements continue to be made to the extensive business plan for the designation.

This content has not yet been Rated.

To Rate content, please Login.