Ormax Consultants has announced the refresh of its specialist brand naming division, Ormax Cognito, to align with the changing dynamics of India’s brand landscape. Established over two decades ago as the country’s first specialist brand naming practice, Ormax Cognito has been behind names such as Globus, Fun Republic, Hathway, Zoop, Hungritos, and Taj Souk.
The division has undergone an enhancement to address new market realities defined by premiumisation, brand-led growth, and category convergence. Through this update, Ormax Cognito has made its processes more precise and aligned with contemporary brand strategy while retaining its foundation in the science of meaning-making.
At the centre of the division’s evolution is a five-step scientific process designed to ensure that brand names are not only creative but strategically sound. The refreshed approach has aimed to position naming as a core element of brand strategy rather than an afterthought, reflecting the company’s belief in the enduring value of names as brand assets.
“Brand names are not just identifiers,” said Vispy Doctor, Managing Director, Ormax Consultants. “They are carriers of meaning, the first mental handle consumers hold on to. A key element in building memory structures. Ironically, while names often get the least attention, they are what you actually own in the long run. Categories evolve. Identities modernise. But the name endures, it accrues meaning with every consumer interaction.”
“Our belief is simple, the name is the product. It’s the one element that lives forever,” added Vispy. “In an age where brands are built at the intersection of meaning, memory, and markets, naming deserves the same rigour as strategy or design. Ormax Cognito ensures it gets exactly that.”
