What’s in a name? When you’re trying to change people’s perceptions about phone insurance, a lot actually. Here are some of the names I developed for program names and features.

Sun Love Protection Plan

When Sunglass Hut needed a name for their new protection plan, I tried to come up with something that evoked emotion and aligned with their brand positioning which embodies love, life experiences and positive energy. And since their overarching loyalty program is called "Sun Perks", “Sun Love Protection Plan” seemed like a perfect fit.

At&t Performance Promise

When Asurion launched a battery checkup service in 2018, it was called exactly that. Wanting to give this feature a more consumer-friendly brand, the team tasked me to come up with a name. While no one got too excited with “battery checkup”, everyone loved  “Performance Promise”, and we took it to market with AT&T just a year later.

Verizon Dash

What’s better than next-day delivery of your new phone? Getting it the same day of course. When coming up with a name for the new Verizon service, there were a lot of benefits to consider, including setup and activation support. But ultimately, it was all about speed, which the name I came up with nailed on the head.