When changing markets demand new strategies, a brand needs to be flexible enough to adapt when the game changes.


Balancing brand standards with adaptability

Threatened by smaller, more nimble competitors, this technology giant sought to invigorate its brand by better leveraging its cloud technologies and expanding its focus beyond large enterprise. To support this effort, we began by innovating new product naming pathways and conventions, balancing the need for flexibility with proper stewardship of the masterbrand. Over a three-year period, we continued to serve as SAP’s messaging and naming partner, working on more than 100 different marketing and branding executions.

Sequel continuously delivers great creative solutions, but more importantly, they provide strategic insight that helps our teams better understand the importance of a name in the overall branding toolkit.”
Global Branding Group


  • Marketing & Sales Enablement
  • Name Generation