In the wake of a Lippincott-led rebranding campaign that transformed Cellular South into C Spire Wireless, brand studies are revealing an "overwhelmingly positive customer response" to the wireless carrier's new name and logo.  In shedding its regional identity, the company had hoped to increase its market share.  Chosen from among 800 contenders, the new name represents a combination of "customer" and "inspire".

Branding and design blog The Branding Source took note of Unitrin's new identity as Kemper Corporation, crediting Lippincott's contributions to the project.

[RELEASE ISSUED BY KEMPER CORPORATION]

Chicago, August 25, 2011

Kemper Corporation (NYSE: KMPR) proudly announces that Unitrin, Inc. is now Kemper Corporation, and begins trading on the New York Stock Exchange under the “KMPR” ticker symbol today. Chairman, President and Chief Executive Officer Donald G. Southwell will ring the opening bell this morning at the New York Stock Exchange and unveil the company’s new name and brand identity.

Unitrin Inc. Chairman, President and Chief Executive Officer Don Southwell announced his company's name change to Kemper Corp., a "legendary" moniker that has greater brand equity among consumers, according to research performed by Lippincott.  According to Southwell, the new name is just part of a more comprehensive brand launch.  

Xylem and Exelis, names selected by ITT for two branches in its tripartite split, make their debut in the Wall Street Journal.  Lippincott was selected for the naming of ITT's new sectors, and devised Greek-derived Xylem for its water treatment division, and Exelis for its military equipment branch.  Xylem refers to the vasular tissue that carries water in plants, while Exelis conveys a connotation of excellence.  ITT spokeswoman Jenny Schiavone declares: "They're exciting names!"

The Wall Street Journal quotes Suzanne Hogan on the question of naming in the NYSE-Deutsche Boerse deal.  Hogan emphasizes the opportunity to make a bold statement in choosing a name for the potential merged exchange. 

A Lippincott senior partner is featured in La Tribune’s “De vrais noms, enfin, pour les produits high-tech?”

Lippincott’s assistance with Vales brand redesign resulted in a name change.  Companhia Vale do Rio Doce (CVRD) is now simply Vale.  Brand New gives this rebranding a positive review and calls the name shift “succinct, focus and contextually on target”.

Identityworks reviewed the Vale rebrand.  Tony Spaeth says the new symbol is “beautifully simple” and induces thoughts of Brazilian landscapes.  He even rates it as the “best use of rebranding” that he has seen in 2007.

The Pittsburgh Post Gazette credited Lippincott with assisting in the renaming of Highmark Inc.