Japan-based Molten, the world’s largest ball and sports equipment manufacturer, asked Interbrand Japan to develop a global "pet name" for a new soccer ball. While conducting preliminary research into ball branding we soon realized that if the technology itself had a distinctive name it could “stretch” into product categories like basketballs and volleyballs, in addition to the new ball.
Interbrand's naming specialists in Tokyo created a special "verbal identity platform" in order to drive the development process. The central concept behind it was, "To Liberate," since the new ball and the technology behind it allowed players to realize their full potential, enhancing their confidence and control, and increasing the excitement and enjoyment of the game. This strategic approach and strong creative development resulted in final selection being made after only one creative presentation.
For the ball name, Molten selected "VANTAGGIO," which literally means "advantage" in Italian. The name's Latinate theme linked well to other existing Molten products. For the technology name, Molten selected "ACENTEC," derived from "accuracy enhancing technology." Combining the insight gained during parallel naming development for both brands, the project team also developed a message architecture for hard-copy and online communication materials.