April 2, 2025

How branding helps determine the success of your innovation

Imagine your company has developed an exciting innovation. You're eager to take the market by storm. You launch it with all the bells and whistles. And then… nothing happens. How is that possible? Well, chances are you either thought about your go-to-market strategy and the new product branding too late or too little.

The perfect link between innovation and branding
This blog was partly inspired by the Innovation Strategy course by Geert Vanhees (4Growth). I was particularly struck by the parallels between innovation strategy and branding.  A strong innovation strategy consists of several key elements that perfectly align with a solid brand strategy and identity. If we take a closer look, we see how the two are inseparably connected:

  • Strategy and innovation
    Just like an innovation strategy, a brand strategy must be clear and focused. Both processes begin with a strong vision and mission, serving as a guiding principle for all future decisions.
  • Culture and innovation
    A strong brand culture enhances consistency and recognition. Brands with a clear identity and values can embrace and integrate innovation more easily.
  • Opportunities and customers
    Customer co-creation is crucial for both strategies. Customers provide valuable insights that strengthen both innovation and brand development.
  • Choices and investments
    Investments in innovation are inherently strategic, planned with a long-term perspective. Similarly, brands invest in initiatives that contribute to sustainable growth.
  • Projects and results
    Both innovation projects and branding initiatives require careful management and execution to ensure success. This demands a structured approach and continuous evaluation.

Analytical and strategic methods
Both innovation and branding benefit from strategic models that provide direction.

  • The Ashridge Mission Model helps formulate a clear mission and vision.
  • The Value Discipline Model (Tracy & Wiersma) refines strategic focus.
  • The Value Proposition Canvas aligns product development with customer needs.
  • Trend research ensures that both innovation and branding strategies remain relevant and future-proof.

Conclusion
Brands are of strategic value to businesses. A strong brand strategy and identity form the foundation for success, just as a well-thought-out innovation strategy does for new developments.

By allowing branding and innovation to go hand in hand, you can not only enter new markets but also build long-term, meaningful relationships with your customers.

April 2, 2025

Killing in the name of

Killing in the name of

Non-Reasons to Kill a (Great) Name

Over the past year, the RCA Brand Studio has come up with a slew of new company names—some better than others. What stands out? The ease with which promising names get prematurely scrapped these days. And in our opinion, not always for the right reasons.

Ever had to name a tiny human?

Then you know—it’s not easy.
It’s always an ‘AND-AND’ exercise.
AND it has to match the last name.
AND it has to be original.
AND grandma has to be able to pronounce it.
And so on.

Finding a company name isn’t a walk in the park either.
Plenty of factors to consider:

  • Does it have the right vibe?
  • Does it tell our story?
  • Does it match our values?
  • Does it stand out from the competition?

All valid questions, with solid reasons behind them.
And yet, more and more often, good names are killed off too soon—and not always for the right reasons.

#1: The domain name is taken

Tesla had to use TeslaMotors.com for 10 years before securing Tesla.com.
Dropbox started with GetDropbox.com because Dropbox.com was already taken.
Even Facebook had to stick with TheFacebook.com for quite a while.

These examples prove that your name should never be dictated by a URL—though securing a .com or .be can be a bonus. There are always creative ways around it. Think of "we are XX" or similar variations.

Another reason why you don’t necessarily need the exact domain? Most people just Google your name instead of typing the full URL anyway.

#2: The name is already registered

Trademarking a name is a crucial step in brand creation.
Not just a recommendation—it’s an essential move to avoid legal headaches down the road.

However, a registered name can often still be used in a different industry without causing confusion—think of a restaurant and a tech company sharing the same name.

And then there are plenty of cases where a brand name is in use but hasn’t even been registered.

Before assuming a name is off-limits, a quick online check can provide clarity. Want 100% certainty? We’re happy to help with the process.

#3: The boss doesn’t feel the name

Bluntly put: tough luck for the boss.
We don’t create names to please the boss—although it’s a plus if they like it. The real goal is to attract the right customers.

Of course, everyone should see the potential in a new name—including the boss.

The real question?
Can this name, over time, carve a place in the minds and hearts of customers?

It’s not always love at first sight for everyone.
But sometimes, it is—just ask GLOWI or VIAS.

#4: The name is too much this and not enough that

Most of the time, we present new names without a visual style.
Why? To keep all options open.
This allows the client to form their own impression and leaves room to fine-tune the balance.

An example:

  • Does the name sound too soft, like SAAMO? Then we add powerful elements in the visual identity.
  • Lacking some edge? The design can always introduce a sharper touch.

Finding the right balance between word and image is key.

Conclusion

Naming remains one of the toughest challenges in our field.
It’s about searching. Digging. Cursing. Breaking the rules and starting over.

And ChatGPT? Still pretty useless at it for now.

Want a name that surprises, seduces, and connects with your audience?
Looping through the same predictable choices?

Let’s brainstorm.

April 2, 2025

Client Interview with Juhla

Interior studio. Design store. Art gallery. Juhla does a lot—a whole lot. As if that weren’t enough, owner Dorien Boven is also the expert in this year’s season of the TV show Blind Gekocht. In this interview, she talks about the impact of Juhla’s rebranding. “You are truly dedicated to your craft—you can feel it in everything.”

Why did Juhla need a rebranding?
We designed our previous logo ourselves, but it no longer matched the image we wanted to project. On top of that, we were about to move into a larger space. A professional rebranding was necessary to take that step.

What was your first impression of the proposal?
We weren’t presented with just one, but three different identity concepts. This concept immediately stood out to us. The new identity is trendy, catchy, and to the point. It aligns perfectly with our values and vision. We did have to get used to the bold red color, but after testing other options, we were 100% convinced.

How did your customers react?
We received a lot of positive feedback. The rebranding fits beautifully in our new store space. We also notice that the new look resonates well on social media. It’s hard to say if this has directly led to more customers, but we do see clear growth, and business is going well.

What did you appreciate about our approach, and what could be improved?
You radiate expertise and truly understand your craft. We expected a great result—and we got one. The fact that you are also wonderful people makes working together even more enjoyable. What could be improved? Perhaps even more guidance in the execution phase? But of course, that’s also a budgetary decision.

Would you, Lex & Turner, now recommend RCA Brandstudio?
We already have—multiple times. So, yes. 🙂
Seeing is believing.

October 10, 2022

RCA reinforces brandstudio with Lex & Turner

The Brandstudio of communication agency RCA is expanding with Lex & Turner, the branding boutique. By joining forces and sharing expertise, we can help brands and companies even better with smart and creative branding work.

Read more

February 22, 2022

Do you even strategy, bro?

Companies and organisations looking to take their brand to the next level often come to us for help. But before we design them anything, we go through a comprehensive strategy phase.

Read more

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