eBay Enterprise needed a new brand name to support their leadership position in the back-end e-commerce solutions space – a name reflective of their total solution technologies and capabilities.
Break through the clutter of conservative, one-dimensional names that dominate the space (think: CommerceHub). Drawing on associations from mathematics, science, and nature, Radial supports precision, intelligence, and efficacy. Its simple structure and expansive connotations support the company’s ambitious goals. As Stefan Weitz, Chief Product and Strategy Officer, said, “Radial is all about building the tools retailers need to compete and win in the increasingly complex and competitive e-commerce space.”
Lexicon’s experience in corporate brand name development spans projects across the globe. These projects are in some ways our most challenging because of the long-term strategic value that accrues to an effective corporate name over time. A company’s name is not its whole story, but it sets up the story, and nothing will be used longer or more often.
Some Corporate Brands We've Named: