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Name
/ Catchphrase -
Generation
and Research
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The name
of a new product or service is important.
It's how people recognize your organization, Web Site, Product, or Service.
But Naming can be difficult. Sometimes, you just can't find one that works for you.
Other times, it seems like all the good ones are already taken.
T-21's Teams
can generate a list of candidate names and
perform preliminary research
of name availability for you.
Their perspective can result in "thinking outside the box" - encouraging creativity.
The following T-21 example demonstrates how one organization
was helped:
NAMING
EXAMPLE: New Home
Improvement Products.
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Problem. An established company had devised a new
Home Improvement product line, but couldn't find a name that worked, so
its Marketing Manager contacted T-21 to see if we could help.
Plan. Their
T-21 Team Manager (TM) noted that branding names can connote what the product does (like
"Vacairo" for a vacuum cleaner), or they could be analogous (like
"Lightning" for something very fast), or could be a new, otherwise meaningless term, devised for sound alone
(like "Zenoba," for example).1
The manager requested that T-21 formulate lists of candidate names of each type.
The project's TM assembled a Naming Team that soon sent the lists
to the company.
Results. Their TM suggested that the company try random testing on several groups of people.
They performed the test and selected one of the new created terms from the T-21
lists, reasoning that
the name would carry no undesired connotations. In a conversation
with his TM, the manager laughed and said, "Well, we just liked the
sound of it."
They
focused their ad campaign on name
recognition and the product line is now prominent in many stores.
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1
SAMPLE NAMES ARE
FOR ILLUSTRATION PURPOSES ONLY AND DO NOT
REPRESENT ANY ACTUAL PRODUCT / SERVICE.
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A
catchphrase (slogan) can be a powerful tool to remind people about your organization, product or service, or trigger memories of the
past. A good logo can help any branded product or service.
Think about
all the old ads you heard repeated on television or radio that stuck with you for
life; that's just the point - it stuck with you for life.
Here's a
T-21 example of how one
company was helped:
CATCHPHRASE
EXAMPLE: Product
Revival.
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Problem.
A product, very popular in the middle of the 20th century, had drifted into
obscurity by the late 1970's. The Marketing Manager felt that a
nostalgic trend in the 21st century might favor
a reintroduction of the product, but found that promoting it was a problem,
so he asked T-21 for help.
Action.
His T-21 Team Manager (TM) suggested that a fresh slogan could form the basis of a new
nostalgic promotional campaign. The manager agreed and asked
for assistance with slogan development. A T-21
Catchphrase Team reviewed the product, the market, the
company, and old advertising material, then sent a list of candidate catchphrases to the company.
Results.
The company selected one of the slogans and based
their new promotional campaign on it. The new phrase is
currently in use
on their product and in their advertising; sales are trending upwards.
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