TheArsenale Perspectives / Brand Consultation
Naming and nomenclature systems
Make the name explain the organising idea.
What it means
Naming chooses a memorable verbal identity. Nomenclature sets the rules for naming related products, editions or programmes. Together they reduce the effort needed to understand an offer. A strong system considers pronunciation, meaning, future extensions, searchability and the practical checks required before a name is adopted.
Why a CMO invests in it
For a CMO, a useful name can shorten explanation and give a programme a recognisable identity across channels. A repeatable naming logic also helps sales teams describe a growing range. Recognition comes from consistent use and experience over time; a clever word alone cannot create a strong brand.
TheArsenale portfolio
Renault 5 E-Tech — 5 Movements
Video Production, Design, Development, Campaign
View the full project ↗The documented case
For the launch of Renault 5 E-Tech electric, Renault and TheArsenale created 5 Movements: a collaboration platform bringing together five French mobility start-ups.
The project extended the Renault 5 story into other forms of movement, connecting the electric car with a wider culture of invention. TheArsenale’s contribution covered campaign development, design and video production, bringing the collaborations together in one launch story.
The marketing lesson
5 Movements is a precise naming example: the number connects to the Renault 5 and the five participating mobility start-ups, while “Movements” opens the story beyond a single car. The portfolio documents TheArsenale’s campaign contribution. This analysis concerns how the published name works; it does not add a separate naming authorship credit. The wider lesson is to make the name carry a useful part of the strategic explanation.
Can someone understand why this name exists after hearing it once?
What the work produces
Naming territories; shortlist; pronunciation and audience checks; product hierarchy; rollout rules, followed by appropriate availability checks.
The exact scope is defined for each brief; this is a practical guide to the discipline.
What to measure
Test unaided recall, accurate pronunciation and understanding of the offer. Check whether people can distinguish neighbouring products without a lengthy explanation.
These are suggested evaluation criteria, not reported results for the case above.