Know-How Exchange : Branding

Hello

Your idea of getting awareness among the consumers is very good.

There aren't any more questions needed.

But asking the consumers' themselves to pick a brand name isn't a good idea. Coz most of the people would like to adopt what the cos give them, but only if they like it. So in the first page you have said

"We want you, our customers, to help us pick a brand name and tagline for our new natural source immune health product - and get paid for doing it.",

which can be edited. You can simply ask ppl to suggest a better brand name instead of stressing on the consumer part of it...

Also in the last para
"but please see our Product, Challenge, and Rules pages for background info and our Live Chat, Blog, or Contact pages to communicate with us directly."
- first donot plead at any cost, ask them to kindly look into your product, rules and ...keep the
"enter the challenge" part at the end after you have mentioned about all the infos links, and others.

Others are looking fine,...if you can just change keep the slogan "Test Your Creativity - GET PAID! - $22,500 "
down to the bodycopy and above the last para , it would be much better.

Hope these creative pyramidal advertising would help your job get done much better...

All the best!

regards
sundar

I agree with sundar that asking consumers to come up with a brand name and tagline is probably not the best way to go. It would be a little bit like asking the plumber to come up with a recommendation for the best nutritional supplement you could take.

Naming and taglines are highly specialized subsets of marketing, and it's not realistic to expect consumers to do a particularly good job of it ... though you can always get lucky. (Even a blind man can trip over a brick of gold.)

I would also observe that the information you provide in the brief is almost entirely about the product. That means the reader will have to figure out for himself/herself who the target audience is and what benefits the target audience might expect if they used the product. Not easy to do. (I've read it, and I'm not sure I can do it!)

The positioning you want to communicate (in the name and/or tagline) needs to be benefit oriented from the perspective of your target audience. Until we know who they are and what important unmet need they have that your product will satisfy, we're flying blind.

Let me suggest that you join us at the July 20 seminar in the MarketingProfs Small Business Marketing Series. It's going to be about Positioning, Naming and Taglines -- and it will probably help you get where you want to go a lot better than the consumer contest approach.

As an involvement device for consumers, this kind of contest is a mixed bag. On the one hand, the prize is big enough that it will get noticed. On the other hand, you're not likely to get a great brand name or a great tagline this way.

Better to let the consumers consume and the marketers market.