Know-How Exchange : Taglines/Names

It sounds like you are wanting to market something you already have. Isn't that backward? Wouldn't it have made more sense to determine what the marketplace wanted and used that to develop the marketing mix elements and the product design?

It also sounds like the color is the only difference between the various models, and you think you can give them separate identities by simply giving them different names. That is usually not a good idea because it takes the focus away from the core positioning benefit and makes a tertiary feature the whole basis for marketing the product.

My suggestion: Start by identifying the core benefit that your target audience feels is most important. What words do they use when they talk about the benefit? How does it make them feel? What emotions come into play? Etc. Then build the positioning from that input. Tell the engineers and product experts to stay home; this isn't about product specs and features. It's about the target audience and what's important to them.