You should compete for the customer, not with the competition.


Before the first name is created, the role of the name must be determined. This will come only after a clear articulation of, and commitment to, the positioning and overall brand strategy. This could be the single biggest pitfall in developing names for a new product or company. The strategy is the foundation on which the name is built.


Our strategy services encompass:

  • Opportunity identification
  • Brand platform and brand positioning
  • Brand architecture and naming systems



You are building a brand… not picking one.


Naming a product can be very difficult. We believe that much of this difficulty comes from a lack of a clear target. By developing a clearly defined goal for the naming project, the exercise becomes one that is more easily measured and checked.


To define a successful naming project, a predetermined methodology must be agreed upon and followed. This process must not be greatly altered to meet the seemingly special circumstances of a given project.


The naming services we offer:

  • Company and product naming
  • Brand management tools
  • Tagline development



Now, tell the story without any words.


Design provides the visuals that bring the brand to life. It is more than logos and color palettes. It’s a study of subtle, yet powerful tools that embody the culture of an organization, express a brand promise or showcase the personality of a product. Considerations such as formality, irreverence, environmental sensitivity and business relationships can all work together to tell a story and strike an emotional chord.

  • RFP development
  • Agency identification & selection
  • Project management


American Cancer Society
Bolthouse Farms
Cape Cod Chips
Coca Cola
Constellation Brands
Cycology Bike Shop
Delta Air Lines
DragonFly Security
First Data
Georgia Pacific
Hamilton Beach
Pepperidge Farm
Sculpture Hospitality
SeeLevel HX
Shudder Studios


Mark Speece

Mark is backed by 19 years of business-to-consumer and business-to-business branding experience. His expertise in brand strategy, brand architecture, naming and name systems, has been used by some of the world’s best-known branding firms. Prior to founding StokeSignals, Mark headed 800 Degrees, an Atlanta-based brand consultancy, Mark directed the verbal branding practices at FutureBrand and Landor New York, as well as corporate branding for Sterling Brands.


Historically, Mark has managed large-scale programs including global repositioning and brand architecture development, as well as numerous naming and renaming assignments for clients such as Boston Scientific, Coca-Cola, General Motors, J&J, Microsoft, Proctor & Gamble, Turner Broadcasting, and Visa.


A noted industry expert who develops and manages brands that inspire, endure and create measurable marketplace advantage, Mark was recently an adjunct instructor at Emory University’s Goizueta School of Business and is a frequent guest lecturer at the University of Virginia and Virginia Commonwealth University’s Brand Center. His branding insights have been reported by such media outlets as AdvertisingAge, Brandweek, BusinessWeek, CNBC, USA Today, Automotive News, Atlanta Journal-Constitution, Atlanta Business Chronicle and Richmond Times-Dispatch.


StokeSignals is a combined, associative name. We know stoke to mean “to stir or shake up, to excite.” And, a signal is anything that “serves to indicate, warn, direct, or command – such as a sound, a light, a gesture, an act, or a word.”


A name, a logo, any written, drawn, animated or spoken manifestation of the brand is a signal – an outward sign, a statement of the brand’s purpose

These signals boil down to two simple things: A promise to new customers or, a reminder to existing customers


Powerful brands are disruptive. They are destabilizing. Powerful brands cause one to think, to question.


We’re helping our clients build powerful brands that excite, stir and inspire customers to action.