Naming architecture

Corning is known for the quality and performance of its innovative specialty glass and ceramics products. But with five business divisions and hundreds of products (including acquisitions), its product naming system had become fragmented. We analyzed Corning’s portfolio and recommended an architecture that was strong enough to unify all of Corning’s current product names, yet flexible enough to accommodate future growth. We also helped develop a naming protocol, as well as the forms now used by company divisions to conceptualize and initiate naming projects.