Computer assisted technology has opened up the marketplace for new products and services in the consumer research market. Along with this expansion, competition has also increased which has negatively impacted industry sales and profitability. Faced with increasing market pressure, Consumer Contact Limited (CCL) developed a new SaaS based loyalty management solution that allows customers to analyze and manage customer interactions more effectively. To launch the new solution, CCL retained Mindshape to assist in developing a new company name and brand identity that would create competitive differentiation and market success.