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Eloquence, Euphony, Effectiveness, the key of the three “E”s

At Hélice creativos we have created this key to tackle naming projects. ‘Eloquence’ refers to the persuasive capacity of the name; ‘Euphony’ to the appropriateness of its sound. And ‘Effectiveness” refers to its capacity to be memorable and to associate with the brand identity. To achieve the three “E”s is always a major challenge in the majority of the cases which we have undertaken. And when it seems to be impossible, knowing when to sacrifice the strength of one of the  first  “E”s  for the benefit of the third, depending on the needs and objectives of the project, is part of the solution.

• Naming, sensorial effectiveness  (SEE PDF)