An emerging commercial stage company, Wound Management Technologies (WMT) was ready to launch a new product that would control bleeding from bony surfaces during surgery. While there were other products on the market that purported to do the same thing, those products had a lot of drawbacks, including not being absorbable, deterring bone healing and being associated with infection and inflammation. WMT turned to Marketwave to help them name, distinguish and brand their new product. The new product name – HemaQuell – is a creative yet simple one that resonates with surgeons who can ascertain its meaning right away. By developing a tagline – Resorbable Bone Wax – we further distinguished the new product from its competitors and conveyed the product’s innovativeness.