Know-How Exchange : Branding

Gee, if the cost of hiring a consultant is more expensive than the return, then I have two conclusions:

1) You talked to very high priced consultants and need to put a proposal together and get more quotes

or

2) It's not worth a lot to the company so pick any name - the CEO's favorite suggestion, and that way it will get you brownie points. If it doesn't matter, any name will due!

Seriously, this sounds like you need more help than "find a cleaver name." I would suggest you look at some of the profiles of contributors here, put together a brief description of what you want, with suggestions of what the mgt thinks is reasonable for the scope of work you need, and send out some RFPs. If the resultant quotations are too high, then you are still no further off. But, maybe you will find us to be reasonable given the work you need done. We can probably put together a picture of the value we deliver for the price too!

Wayde

Wayde is right. You clearly need an outside consultant ... or the project isn't worth the time it's taken you to post the question, and any solution will be fine.

May I suggest you post a project on the "Hire an Expert" board. There are several of us here who can help you deal with the issues you're facing, and we won't take the project if we don't think we can bring value in excess of our fee. Just click on "Post a Project" in the column at the right.

I have had a few clients over the years -- mostly smaller companies -- that have tried to deal with positioning and branding issues on their own, only to realize that this is highly specialized work and not something that can usually be done well by first-timers, no matter how knowledgeable they are in other areas.

I'd try to convince management that you need some outside help on this. The project is too important to be left to "amateurs." (No offense intended. I think you get the point.)