Question

Topic: Branding

Product Name - Good / Bad Branding?

Posted by nlytenmedia on 9/28/2017 at 2:30 PM ET 125 Points
My question doesn't fit the usual Q&A model, but I'd like to make use of the opinions of anyone in the community who is willing to share a few minutes of their time.

I work for a start up company who is having some difficulty in marketing/selling their flagship product. I think this may in part be related to the product name. I've developed a short 8 question survey to learn how others perceive the name. You can take it at https://goo.gl/forms/Foq2x7HApubcaS483

If you'd like to offer additional feedback beyond the survey, please post it here and I will award points for anything insightful. Thank you very much.
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RESPONSES

  • Posted by mgoodman on 9/28/2017 at 3:14 PM Accepted
    Both names seem lacking and/or require a tagline before they make sense. You could probably benefit from outside consulting from a naming or branding specialist. Neither name communicates what you do, what industry you serve or what benefit your target audience might realize. Given that, it's really difficult to prefer either of them, let alone provide a rationale for any supposed preference.
  • Posted by nlytenmedia on 9/28/2017 at 4:29 PM Author
    @mgoodman definitely good points. I left out the industry information on purpose for this survey. One of our marketing methods is cold calling and often times all we're given is about 5-10 seconds to make an impression. I feel the current product name just makes that kind of thing so much harder. I'm pushing for a name change (I feel like almost anything might be better), but before I can justify that, I have to do my due diligence.
  • Posted by mgoodman on 9/28/2017 at 4:53 PM Moderator
    If you need to communicate something in 5-10 seconds, lead with a unique and compelling benefit. That's more important than a brand name that means nothing to the prospective customer. Of course, a brand name that communicates the compelling benefit would be ideal.
  • Posted by Jay Hamilton-Roth on 9/28/2017 at 7:35 PM Member
    I'm with Michael - neither name is descriptive and therefore is meaningless without any context.
  • Posted by Gary Bloomer on 9/28/2017 at 7:39 PM Member
    Done. I like that you're empowering people to be ambassadors for safe working practices.
  • Posted by cookmarketing@gmail. on 9/29/2017 at 8:52 PM Accepted
    With the time limits you state, cold calling etc. Get to the point of the call (not a brand name)...get their attention first, if that is the WOW!, they'll ask for a name.

    Get their attention on what you can do for them
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