DB Rent will become Deutsche Bahn Connect. This group division does not only takes care of “rental”, but will grow into the future of mobility. The company stands for clever and “connective” mobility and offers holistic mobility solutions. The company links its offerings, which range from intelligent fleet solutions to sharing products which can be combined with the travel services of Deutsche Bahn.

“In the future, it will be more important than ever before to combine a wide range of mobility offers in line with demand. Our promise to customers is: Cleverly networked mobility. This is the origin of our new name: Deutsche Bahn Connect,” says Sylvia Lier, the company’s CEO.

This is also emphasised by Björn Bender: “Soon there will no longer be a demand for individual mobility components, but for mobility as a whole”

Deutsche Bahn is therefore positioning itself much more broadly in this innovative area and would like to transport this wide mobility spectrum in a way that is quickly comprehensible, also in its new brand name. NAMBOS developed many different name options in the course of the naming process. The results have been discussed in intensive naming workshops. NAMBOS also carried out the brand research and language analysis so that the company could start with the necessary brand and trade name security.

Cevec Pharmaceuticals is the leading provider of high performance cell technology for the production of advanced biotherapeutics.
Cevec has now launched the ELEVECTA® platform, a unique technology for the large-scale production of AAV (adeno-associated viral) vectors.

Now Cevec is the first and only supplier on the market offering a technology for the production of AAV gene therapy vectors based on fully stable producer cell lines.
The proprietary technology has been tested in pilot projects with several partners and is now commercially available to pharmaceutical and biotech companies.

NAMBOS developed in an international naming project the new brand name.
The name was derived from the lexical terms element and vector.

We are counting the fourth – now digital – industrial revolution, which is now in full swing. What for a long time remained an abstract term has now found its way into the form of digital transformation across industries – but also in the development of names: The Industry 4.0.

This transformation from analogue to digital also affects one of Germany’s economic pillars, the engineering industry. This new world offers many advantages, for example in the form of digital twins to test innovations for their opportunities and potential risks. Production times are reduced and manufacturing is becoming more efficient and faster overall, while at the same time becoming more flexible and safer. These advantages apply to everyone, both to the industry giants such as Siemens and GE and to the numerous medium-sized companies such as Dürr, Voith, Trumpf or Phoenix Contact.

However, the path from traditional industrial enterprise to industry 4.0 is an elementary process and requires numerous upheavals – both in action and in thinking. New digital platforms offer innovative possibilities for the development of new business fields. These platforms are so important for many companies that they often receive an independent and “different” name. This is often a novelty, as in the past products often only received differentiating type designations. Now, however, these names should also reflect the digital transformation, illustrating innovative power and dynamics. This does not always fit in with the  company name.”Companies that still have the digital transformation ahead of them should therefore think carefully about existing and new brands and seek advice, because new approaches also require innovative thinking and impulses from outside,” recommends Markus Lindlar, Managing Director and linguist from NAMBOS.

Siemens, for example, has introduced the Digital Entreprise Suite. This name describes the product and is therefore immediately accessible to the user. On the other hand, however, it only works in combination with the company group name, it does not work alone. A competitor, GE, has gone a step further by calling its platform Predix. The name is somewhat more abstract, although its generic derivation from the term “predict” is still clearly visible. Moreover, it can be used rather detached from the group name and is emotionally charged.
Independent, self-confident and strong, the digital solution of the manufacturer Dürr presents itself under the abstract-looking name Loxeo. This name development by NAMBOS is artificial and forms its own independent brand, yet it can be derived from terms like “look” or “access”. The Voith company has also given its platform its own name, taking up the theme of the digital data cloud. Its platform name OnCumulus is derived on the one hand from the data cloud, and on the other hand from accumulation, the accumulation (of data).
“It is important,” says NAMBOS creation manager Markus Lindlar, “that the new name reflects the digital transformation of the company and also fits in with the company’s future strategy and orientation. This opportunity to start the disruptive processes should also be made clear in such a new product name.

The Schober Information Group has been advised by the naming agency NAMBOS for the market launch of its new software solution product.

Europe’s leading marketing service provider helps customers in the international arena to create and maintain profitable customer relationships by providing and processing data. This know-how is now bundled in various software products and offered to customers for independent market development.

In this context, the question arose as to how the naming of these products should be strategically undertaken.
Schober decided to create a new strong umbrella brand for the software offerings that were “outstanding” from Schober’s previous fields of activity. Based on this customer and product situation, NAMBOS developed the custom-fit strategy solution and, within the framework of the name development on this basis, the internationally usable brand name “capaneo”was created.

Capaneo is a rather abstract designation with high brand potential. Markus Lindlar, head of brand name development at NAMBOS, comments: “It makes perfect sense to rely on very independent names for an umbrella brand concept. Because with umbrella brands, the communication power is bundled, but an independence can also be depicted in the overall portfolio. However, the umbrella brand must not be restrictive with regard to certain topics or technologies, but must be able to combine all current and future product ideas under the respective cluster”.

The name “capaneo” refers to the high performance (capacity) and innovative character (neo) of the products. The individual product names are formed by combining the umbrella brand with a descriptive addition. A sample is available for this addition, according to which a uniform designation is made. For example, there is the “capaneo LeadDriver”, a software for lead management. With the “capaneo DataDriver” the customer has a data management platform for individualised customer approach. “This naming strategy enables the use of very descriptive names, as they can be protected in combination with the brand name ‘capaneo’ and can therefore be monopolised by the company”, says NAMBOS lawyer Peter Ströll.

The renowned fitness expert Prof. Dr. Ingo Froböse has decoded the metabolic formula and developed the fitmio program.