It has come to our attention that there is a newly released brand on behalf of the Windsor Corporation that may be seeking a new name.

The new “Royal Baby X” brand will initially focus on ‘continuing the line’ and once fully tested will be chiefly responsible for undertaking various official, ceremonial, diplomatic, and representational duties in order to fulfill the more challenging role of ‘Head of State’. This brand is expected to deliver significant ROI and will be measured against both qualitative and quantitative KPI’s for the rest of it’s life history.

So, where to start with the Royal naming process?

For us the strongest brand names are always driven from the top, take a long term view and are supported by actions which show them to be distinct in their field.

To build a strong Royal baby brand, the name might wish to demonstrate the following characteristics;

_recognition
_clarity
_consistency
_confidence
_individual choice

But remember there is no golden rule for naming your new Royal brand.

Some names are timeless and come to represent more than just a Royal baby brand – the key is developing something that works for all of your audiences no matter who they may be. In this case one must consider the sweep of the Commonwealth, remembering that a number of nations were reluctant to sign on to new rules of progeniture and so are likely to be particularly enthusiastic about a baby boy brand.

The right Royal name may not be the most descriptive, the prettiest or the most popular, but the focus must always be on their audience, their strategy, and their values.

We could also ask ourselves does a Royal baby name need to be different, and does it really need to be a brand in order stand out in a crowded market? Perhaps not may be the underscore response…

Do we need to take risks and be creative with a Royal name?

Does comfortable mean forgettable with a Royal name?

Will using Alliteration, Rhyme, Morphemes, or Onomatopoeia find our Royal solution?

Could Metaphor or Metonym solve the Royal riddle?

Well, perhaps not. In this instance it’s likely that continuity and consistency will win the day.

In an ever-changing world the Royal Family is one of the few brands that is lauded for its constancy – so don’t expect anything beginning with a ‘Z’, referencing a fruit or veg, or pointing in a direction. And don’t be surprised if a James Charles Frances William Windsor is announced any day now!

With a history of clients that include Sir Winston Churchill and Oscar Wilde, James J Fox is looking to rebrand in order to cement strong relationships with existing customers whilst taking important steps to stay relevant to modern trends and reach out to new audiences.

Their most famous shop has served the great and the good from 19 St James’ Street since 1787, and they also have a shop in Dublin and concessions within Selfridges and also Harrods.

After a creative pitch, the goal for underscore is to embrace new market opportunities in order to evolve their global brand position whilst remaining true to the remarkable London heritage of this family owned business.

Neil Stanhope of underscore said; “The James J Fox story is unique. As the undisputed oldest cigar merchant in the world, their’s is a truly British brand story that includes Winston Churchill, Oscar Wilde and no less than eight Royal Warrants throughout the glory years of Empire.

With a unique personality that can be seen from the Red Indians that occupy the windows of their James Street store, and a culture based on delivering quality and service over hundreds of years they are a genuinely rare article.

It is also extremely rare to find a heritage brand that has remained within a single family since its creation. However the brand is now at a crossroads as the legal landscape in the UK is changing, and we must now adapt and evolve the brand position in order to meet that challenge and reach a wider audience.

The project is also extremely exciting as our client wishes to be refreshingly forward thinking in their communications strategy, and yet and yet our tone will never lose sight of their extremely rich heritage.

Those that seek James J Fox will find a taste of history, communicated with a personality that could only be British.” underscore will be rolling everything out from this July, starting with new signage for their Harrods store, where the first glimpse of their rebrand will be on display.

For the third year running underscore was the creative and digital support for the hugely successful Wimbledon screenings and promotional events at Duke of York Square in Chelsea.

With visitor incentives including a Pommery Champagne bar, a fastest serve competition, and a shopping spree Prize Draw the event was hugely successful with over 9,000 visitors attending over three days.

The DoYS website www.dukeofyorksquare.com received an traffic increase of 199% on the previous month and with over 630 competition entries helping to data capture for future promotions the event was our most successful Wimbledon to date.

We’re very pleased to be associated with such a well attended and well organised and publicised event. The incredible weather and at long last a British men’s winner helped to create a truly amazing atmosphere …although an estimated 2,400 glasses of champagne and 4,200 glasses of Pimms must also have helped along the way!