Nina Beckhardt, Founder of The Naming Group

What can you do with a fine arts degree, a minor in psychology and some time spent in Martha’s craft corner? Twenty-something Nina Beckhardt spun that background into founding The Naming Group, a NYC-based startup focused on branding and the art of corporate name choice. OK, so there was that Abercrombie manager training in between…

A Boston native, Nina went to college in DC, always knowing her final destination would be New York City. After graduating from George Washington University, a dream internship in the crafts department at Martha Stewart failed to result in a permanent position and Nina found herself in search of Plan B. Abercrombie’s retail management training program wasn’t exactly what the doctor ordered, but the next opportunity was. Applying her combination of art, psychology and language skills, Nina came on as a creative contributor to naming/branding group Namebase, where she left as President and Creative Director to form her own group in 2009.

Now heading a team of her own, Nina is thankful to the winding, and sometimes bumpy road that led her towards the business she has today. She even learned a little decoupage along the way.

Thanks, Martha.

1.  Is the psychological effect from a product/tagline measurable? How do you quantify client results?

I think the beauty of developing names is that there really isn’t a formula. While we have a consistent and time-tested naming methodology, we apply a custom-fit approach to each project. My background in psychology plays a big role in name development and analysis because I have to be aware of “baggage.” All words, even coined ones, have baggage, that is, the associations and reactions they elicit. While market research can help identify baggage, at the end of day, client results are measured in marketing dollars saved. With a great name that is memorable, communicates key benefits and forms an emotional connection with consumers, you don’t need to spend as much on marketing and advertising. A strong name does all the heavy lifting for your brand.

2. Do your clients know how young you are? How does your age/appearance affect your credibility?

I think in this day in age it is becoming more and more common to see young people in positions of power. Thanks to great parenting and education, I was raised to believe that my thoughts and opinions matter. I feel that my talents and aspirations have little to do with my chronological age. I am a woman of words; I find numbers too limiting.

Cultural and age diversity are crucial elements of The Naming Group’s creative team. Naming and branding are about creating timeless appeal across multiple demographics.

3. Is there a turning point where the importance of maintaining brand recognition supersedes that of fixing a poor naming choice?

In some instances, the brand name is so strong that it would simply be imprudent to change it. Pizza Hut learned that earlier this year when they sliced off the most important part of their name in an attempt to perhaps sound a bit hipper, more edgy? Bad decision. They quickly backpedaled away from “The Hut” to their original name. Good decision. In other instances, however, a name change can be very fruitful – if done correctly. At The Naming Group, we have developed a concept called Brandsition®. This is our proprietary, three-part process of transforming, reviving and/or expanding an already established brand. Brandsition® breaks down the typical idea of “re-branding” and “re-naming” which, we believe, are outdated and inflexible terms. We make sure to create a new name that draws from the original name or brand in some way. Perhaps the new name will have the same first letter or sound or evoke a similar image as the old name. Bottom line: If it isn’t broken, don’t fix it. But, if there is room for improvement, then there is room for Brandsition®.

4. Living in NYC was a non-negotiable for you after college. Why?

After growing up in the Boston area, going to college in Washington, DC and studying in London there still is no city that arouses me the way that New York City does. Even when in a quiet restaurant or tucked away in my office, I can feel the energy of the city. It fuels my creativity. It wakes me up in the morning. I drink less coffee when I’m here.

My favorite part of leaving the city is knowing I get to come back. It’s that feeling I get when I see the skyline on my way home from the airport. Sometimes I can’t believe I live here. There is a quote I’ve come across that says “You have to be crazy to live in New York, but you’d have to be nuts to live anywhere else.”

5. As a former Fine Arts major and Martha Stewart intern, how do you keep up with your creative side while building up your business?

Given my all-or-nothing approach, keeping up with my creative extra-curriculars has been a significant challenge during these nascent stages of my business. The nature of my work taps my creativity in a number of ways. For me, rather than clay, paint or yarn as my medium, I am now creating art with words, syllables and morphemes. However, after a long day at the office, I can’t tell you how good it feels to dig your fingers into clay, craft a pair of earrings or make a simple greeting card.

6. Do you miss Martha? (or is she as crazy as we all think?)

Y’know, I never formally met Martha. I did pass her in the hall a couple of times. She is alarmingly tall and her aura even taller! Seriously. She emits a vibe that is all at once terrifying and awe-inspiring. I learned so much about business, corporate bureaucracy and brand control. There were certain words you couldn’t say and colors she didn’t like and you just had to know them. Crazy? Arguably, yes. However, she knows exactly what she wants, how she wants it and who her audience is. It is that borderline obsessive, uber-regimented brand control that has differentiated her from the Betty Homemakers of the world.

What I don’t miss about Martha Stewart is the corporate culture. While working there, it became clear to me that I was simply a cog in a very big wheel. It didn’t matter how hard I worked or how meticulously I applied gold leaf to a vintage Christmas ornament, if my boss didn’t love me or some editor above me didn’t switch departments, I wasn’t going to be promoted. I believe in hard work being recognized. As soon as I entered the small creative agency environment I finally felt the reigns in my hands. I worked hard and moved up. I worked harder and moved up higher. I’ve come a long way from applying gold leaf in a back room studio. I’m on the front lines now and I couldn’t be happier.

7. Describe the person who would best complement both your life and your business.

I joke with people that I am dating my business right now but it’s pretty much a reality. So, if I were to meet that special someone in the next year or so, they’d have to be patient and totally willing to go on dates with me in my office. This is a hard question to answer because while I have a preconceived notion of what kind of person I think would compliment me, I believe in keeping an open mind when it comes to meeting people. I think the kind of person who would jive with me is someone who is creative, hard-working, affectionate and opinionated. They would need to respect my ATDD (Attention To Detail Disorder) and work ethic. As far as what that person does professionally, I have no requirements. A love of food, dogs and the ability to make me loose my breath laughing are my only major requirements.

8. Where do you see yourself in 10 years?

Wow. Over the past two years my life has evolved to a point that takes years, sometimes decades for most people. Given this, I almost feel I can’t predict. If you asked me two years ago what I would be doing in ten years, I could never, in my wildest dreams, tell you that I would own my own naming company. Strangely enough, I can’t imagine anything more perfect for me right now. In ten years, I see The Naming Group continuing on to become a top authority in the branding industry. While many companies are proud to drop the names of prestigious advertising agencies with whom they’ve contracted, they often don’t like to admit that they’ve engaged a naming company to name their products. By 2019, I plan on changing that. I am discovering that the realm beyond my comfort zone is where my ultimate potential lies. I definitely plan on continuing to exceed my own expectations.

Nina’s Bio:

Nina Beckhardt founded The Naming Group upon the philosophy that the right brand name catalyzes brand evolution. She is obsessed with three things: words, brands and people. These healthy obsessions pair beautifully with a strong academic background in visual art, design and psychology. A self-described creative solutionist, Nina infuses every project with her passion for creative marketing and extensive knowledge of Latin, Spanish and sound symbolism. Her razor-sharp Scrabble skills don’t hurt either.

Before founding The Naming Group, Nina was President / Creative Director of Namebase where she led naming and brand development for Procter & Gamble, Unilever, Target, Southwest Airlines, EPSON, and Dow Jones, ConAgra and Mercedes Benz. A recognized authority on brand naming, Nina has been published nationally and has appeared in a feature segment of the Emmy Award-winning television show, Autoline Detroit.

Want to connect with Nina? Follow her on Twitter, Facebook and her blog “Nomenculture”!

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