Know-How Exchange : Taglines/Names

Just a respone to your concern about the word Arouse and how it works for other languages. The fact is, many international companies have begun to take English words as brand names simply because of the fact that so many people internationally speak English and the appeal in many countries for American brands (even if you don't like American politics). So, I wouldn't be worried about this. What you lose in pronounciation some places, you gain in a stronger brand.

Also, in response to your question about including Africa in the name, I wouldn't. It's not the reason why some people have stated they wouldn't, which has been because of the fear about politics of the name. I think this is fine. I worry specifically because of Africa, which I don't think is really associated with anything positive on a rational or emotional level. I think you can include any place name in your brand name or tagline. Any controversy you create will create stronger links to your brand. You don't want to appeal to everyone, you want to appeal to a select group who are fiercely loyal to your brand. Take Benneton for example...odd, polarizing politics, but a very strong brand. Place names also do work, as one of the best selling bottled waters is Fiji. You get some nice emotional links there, but not with Africa. (and, yes, Fiji is "political" as it is a giant waste of the earth's resources to ship water halfway around the world to areas that already have nice clean water).

Good luck. Send me a message if you want to talk one on one.

Regards,
JMR

try the brand name C2 then your tagline: Cool plus clean equals to C2

or quench your thirst

or the modern tea mate

or fine living fine drinking

or more than just a drink

or naturally TEAriffic!