Know-How Exchange : Taglines/Names

Too much emphasis on the "joke," or connection to "past tense," risks taking the focus off the main benefit clients will notice. I'd recommend playing it straight and using the tagline to clearly identify a compelling and/or unique benefit. Give folks a "what's in it for me" rather than doubling down on the clever name.

I'd also be a little concerned about the name mentioning the negative (i.e., "tense"). When you promise to remove a negative, very often people remember that negative word, rather than the fact that you get rid of the negative. If you play on the cute semantics, you might inadvertently underscore the negative association ... and never know why the name and tagline are not helping you as much as they might.

Finally, how will you ever know whether you've selected the best name/tagline? What metric will you use? Or is the decision standard "Well, I like it?" The name and tagline are too important to be left up to a DIY solution. You will be better off first determining a clear positioning and then developing all your marketing elements (including the name/tagline) to support and communicate that positioning.

Michael’s 100% right.
If you want to slightly underscore your playful name, consider: Health & Relaxation Awaits (You).

I'm not sure that the majority of your prospective clients would be sufficiently 'au fait' with English to appreciate your play on words or more importantly, to react to your play on words by giving you their custom. Put more bluntly, how do you know your present business name is the best business name you could use as a marketing tactic, given your position vis-a-vis your competitors.

That takes you back to the fundamentals as outlined by Michael Goodman. Perhaps you have an opportunity here to re-work your whole marketing strategy. This may be a big job, but we are looking at the heart or core of your whole business here.

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