Know-How Exchange : Branding

Why not simply, "Introducing Agrocrete" or "Agrocrete: The Better Brick"?

@Jay Hamilton Roth
Hey, so there is a small issue with that. If we are naming just the event, we could have said something in the lines of Hello Agrocrete. The problem is that we are conducting the launch multiple times with different business networking groups here (there is just so much drama and politics across different groups and is a long story on why we are doing this). Since we have to do it multiple times, we want a nice name to be used across different events and that sounds good too!

A silly question I know, but why do you need a stronger brick? I don't understand the unique selling point here. Brick buildings stand up for thousands of years already. Why, and to whom, is 'stronger' important? If you can say why, this will probably name the event for you.

As Saul suggests, the key to effective naming is NOT product-based. It is customer-benefit based. We need to identify the BENEFIT your primary target audience will realize when they buy/use your product. Who is the primary target audience? How will their lives be improved when they use your product? What problem of theirs do you solve? Are they complaining about the strength of their current bricks?

So the USP for the brick is it is made of crop residues, which are otherwise burnt and cause climate change. By using crop residues as the key ingredient, we are capturing carbon using alkaline chemistry, that makes it stronger, plus carbon negative, which also off-sets the carbon foot print, reversing climate change in the process.

What's in it for customers? Do they have to wait 25 years to (maybe) see a benefit?

No
1. The brick is stronger, and light-weight, that enables 60% faster construction. You get your property constructed way faster.
2. Insulation is way better than that of red bricks, which creates a difference of atleast 5 degrees Celsius from outside temperature- so the cost of electricity reduces.
3. Price differentiation- offering atleast 30% reduction in the cost of construction.

Not really, the cost of manufacturing is quite lower for us, hence the lower price. Sustainability need not actually come with premium is what we believe

Pricing Principle: The price you charge for a product should not be a function of your cost to produce it. It should be a reflection of its value to your target audience. Higher value merits higher price.