CHALLENGE
DTS had developed a compelling new audio technology product for the entertainment sound market, but before it could reach the audiences it was built for, the product needed something foundational: a name that could carry the weight of the technology behind it and communicate its value clearly in a competitive, noise-filled category.
The challenge wasn't simply finding a name that sounded good. It was finding one that resonated with a sophisticated B2B audience, held up against established competitors, and positioned the product as a meaningful innovation. The team needed more than creative ideation - they needed a structured process that could align stakeholders, surface the right insights, and lead to a defensible, market-ready recommendation.
SOLUTION
Fratzke partnered with DTS to design and lead a comprehensive brand discovery and name ideation engagement built specifically for a B2B technology audience. Before jumping into creative, the process began with a deep dive into the competitive landscape and a structured stakeholder discovery process to understand the product's core value, target audiences, and strategic constraints.
Key initiatives included:
- Competitive research and market analysis
- SEO and search visibility strategy
- Strategic naming criteria development
- Creative springboard ideation and refinement
- Collaborative review and finalist selection
Throughout the process, Fratzke and the DTS team worked collaboratively to refine directions and build the rationale needed to move forward with confidence.
RESULTS
The engagement gave DTS a structured, research-backed path to a product name that could stand up in a competitive market. By grounding the creative process in competitive intelligence and strategic criteria, the team avoided naming by committee - arriving at a focused set of finalists that reflected both technical credibility and market opportunity.
