Profile: Ivo Grupping
Naming & Verbal Identity
Owner of BrandBeing and with BR-ND People since 2005. Gives organisations their voice: names and language that express who they really are.
Ivo Grupping
Words that work
Ivo Grupping is an expert in brand naming, verbal identity and brand architecture (BrandBeing) and has been connected to BR-ND People (Amsterdam, B Corp) since 2005. Together with Kim Cramer PhD and Alexander Koene he co-developed the BR-ND Brand Fan model in 2009 for brand portfolio and architecture.
Most namers brainstorm until they find something clever. Ivo digs until he finds something true. He arrived together with Elles Koch from naming firm Globrands to what was then still called Positioneringsgroep; that was around 2005. Ever since, he's been inseparably connected to BR-ND People, as the person who gives organizations their voice.
- Names with a soul – Ivo creates brand names and verbal identities that don't just sound good, but mean something. No wordplay for the sake of it; words that carry strategy and culture.
- Language as strategy – He translates what an organization truly is into language people recognize, remember and feel. From brand architecture to naming research.
- The illustrious duo – Together with Elles Koch, he's been the creative naming pair behind countless brand names and brand architecture solutions for BR-ND People's clients for decades.
Ivo's work proves time and again that the right name does more than an entire campaign budget. One word, well chosen, can tell a whole story.
