The KNOW Women Book Naming
I want to unite my EMPIRE.
Uniting local chapters into a single national product.
Sarah Benken, CEO of The KNOW Women, was tangled inside of what every community-focused brand leader eventually faces when it's time to scale.
How do I UNITE my empire?
The KNOW Women, a media company dedicated to driving visibility to high achieving women, was launching a new strategy—uniting local KNOW Women chapters into a single NATIONAL PRODUCT.
But what to name it?
The scope
5
Cities consolidated
A national book launch consolidating the “best of” across Charlotte, Chicago, Houston, Phoenix, and Tampa.
Hundreds
Of women, businesses, and identities
To represent and celebrate in a single name.
The problem
The hardest part of naming is letting go of the ideas that are almost wickedly smart.
(We worked through 500+ options.)
Because almost wickedly smart is the enemy of a true breakthrough.
The solution
All that and a bag of chips.
A proven methodology in developing naming criteria, naming best practices, built off of a proven brand strategy methodology—allowing the visionary and team members to “try it on.”
The result
names evaluated—one breakthrough chosen
What changed
A new product fit the portfolio
A new product came to market and fit cohesively into an existing, thriving portfolio.
Subjectivity, removed
The KNOW team went through a structured naming process—including the scoring criteria methodology—designed to remove subjectivity from decision making. By design, the team never defaulted to something mediocre under pressure.
A clean launch
The product launched cleanly. It integrated into the existing suite without an ounce of friction, and the KNOW Women audience welcomed the book with open arms—ecstatic about a new product that represented the growth of the community.
Jayne stuck with the naming project until we found the perfect name. The team did not let us settle for just ok, they were committed and I appreciate that. I loved the scoring process too! The book was well received. It feels like the perfect final addition to our print product suite.
— Sarah Benken Foushee, Founder & CEO, The KNOW Women