Technology naming strategy and architecture

For Vertiv, a multinational provider of data center infrastructure and services, steady growth through development and acquisition was great for the bottom line but had resulted in multiple sub-brands that were diluting the Vertiv brand. Inconsistent and disorganized alphanumerics and acronyms resulted in meaningless product names and meant customers couldn’t find what they needed. Most Vertiv staff didn’t even know what these abbreviations stood for, if anything. Catchword initiated a complete portfolio and competitor audit and built a logical naming architecture, name development protocol, and glossary of terms.