Question

Topic: Taglines/Names

Tagline For New National Network Of Investigators

Posted by Chris Blackman on 6/2/2007 at 3:43 AM ET 500 Points
Hi

A group of private investigators is banding together to create a national network so they can serve the market across the whole country, in this case, Australia.

They have a name and a website but they seek a powerful, evocative tagline that is memorable and rolls nicely off the tongue.

Their major point of difference between them and other investigations firms and/or networks is that they offer local knowledge at the point of the investigation, but have a management structure that allows consolidated bidding for work from major clients, such as the big insurance companies, and government agencies.

They are first movers in this area, with this type of structure. There are competitors who have attempted the model but have not succeeded in controlling capability and quality of service they way this model will.

They have in mind something along the lines of "National coverage, local knowledge".

They also thought of "National coverage, regional management, local knowledge".

Neither of these taglines are particularly memorable although they both do the job.

I'm wondering if the collective intellect of KHE members might be able to coin a tagline that is more easily memorable, and perhaps one that does a better job of communicating the perception they are keen to impart, i.e. that the client only has to brief one person, in their nearest office, to get national service capability.

BTW, forget the typical Magnum P.I image of some kind of gumshoe detective, hiding in bushes outside a motel to get photos of someone's cheating husband...

This group specialises in complex circumstantial reporting, witness statements, and fraudulent claim detection.

Their surveillance work tends to be mostly checking on the veracity of injury claims, e.g. someone claims whiplash injury and substantial loss of lifestyle, they may check they aren't out playing rugby, wrestling their buddies, or abseiling cliff faces, that sort of thing.

I'll look forward to your inputs.

Thanks

Chris Blackman


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RESPONSES

  • Posted on 6/2/2007 at 12:08 PM Member
    -C.I.F.M *clear it for me
    -Show Me
    -Find What You Need
  • Posted by Chris Blackman on 6/2/2007 at 7:54 PM Author
    Avah

    Thanks for the thoughts, but those suggestions are a little too vague to mean anything to a prospective customer - even in conjunction with the business name.

    ChrisB
  • Posted by mgoodman on 6/2/2007 at 8:02 PM Accepted
    Getting to the Heart of the Matter

    Verifying Essential Facts

    Uncovering the Truth

    Professional Verification

    Reliable Fact-Finding

    I kind of like the idea of expanding on the CRUX element in the name, as with "Heart" and "Essential" (in the first two above), though I think the other three can also work.

    You might also want to try a simple concept test once you have the tagline list down to 3 or 4 finalists. You could simply create a concept statement for the business and show it to a sampling of people (ideally prospective customers). Divide the sample into, say, 3 cells and show them all the same concept except for the tagline, which would be varied so that each cell sees a different one. Ask them how likely they would be to hire this firm if they were in the market for this kind of service.

    If there's a significant winner, you'll know it's the tagline. And if there's not, you'll know that any one of the finalists would work just fine.

    Good luck, Chris. And thanks for a very thorough and on-target briefing. As you know, we get a lot of people who don't give enough information to help us help them.

    Catch you on KHE soon.

    MAG
  • Posted by art on 6/3/2007 at 3:30 PM Accepted

    The Oxford Dictionary -
    Crux – the vital part of a problem

    I like the word vital – it has energy to it

    How about…

    Crux Investigation Group
    Vital information — local | regional | national

    It’s punchy, to the point and sounds like it means business.

    Vital could be replaced with crucial but I don’t like the alliteration (Crux – Crucial)

    PS – nice website!
  • Posted by Chris Blackman on 6/9/2007 at 2:59 AM Author
    Thanks all for some great ideas.

    BTW their website is temporarily down while they fix some administrative issues.

    The client has a competitor called Verifact who uses the tagline 'Verify the facts' which is a strong tagline but, well, gone, I guess... Is 'Verifying Essential Facts' too close for comfort? My gut says it is.

    I like the idea of 'vital', as in:
    Vital information — local | regional | national

    and:
    Uncovering the Truth - although this doesn't really tie in the 'local knowledge at the point of the investigation, but with a strong national management structure' which are major differentiators.

    But does that matter? Is that just so much internal language that washes right over the customer anyway?

    I suppose I'm a bit wary of a tagline that could apply just as well to any competitor. I'd like it to play to the organisation's strengths and differences rather than the things a customer might very well expect as a given.

    Any further thoughts?

    Thanks again

    Chris




  • Posted by Clive Fernandes on 6/9/2007 at 10:17 AM Member
    Dear Chris,

    Here is my suggestion for the Crux tag line.

    ** Local Investigation, National Reach. **

    Here's why your clients might like this

    1. It gives them what they want - as in highlighting the core USP of the CRUX group.

    2. Pretty catchy :)

    3. The word 'Reach' serves a dual purpose
    a. To show that your coverage is national
    b. Fits in with the image of a investigation company.

    Hope this helps.

    Clive Fernandes
    Clive Fernandes Consulting
  • Posted by mgoodman on 6/9/2007 at 7:56 PM Accepted
    Chris,

    The tagline should probably tie in either the name (CRUX) or the national/regional/local idea, or both. The problem is that the target audience may not see national/regional/local as a benefit. It's not obvious why it would be, and if you have to explain it, you've lost the value of the tagline.

    That's why I went to CRUX.

    "Vital" could be a good word, and the "Vital information — local | regional | national" isn't bad. The question is, "What is the benefit?" What's in it for the customer to call? Why should someone use these guys instead of the competition? To me, local/regional/national doesn't sound like a compelling reason. And it would sure be nice to get a compelling benefit promise into the tagline.
  • Posted by prerna.arvind on 6/11/2007 at 6:02 PM Accepted
    My Suggestions:

    * Crux Investigation Agency - " As a matter of FACT...."

    * Crux Investigation Agency - "Nothing escapes our radar.."

    * Crux Investigation Agency - "Establishing Facts"

    * Crux Investigation Agency - "Fundamentally Factual"

    * Crux Investigation Agency - "We get to the core of the matter"

    Cheers
    Prerna
  • Posted by Chris Blackman on 6/17/2007 at 9:41 AM Author
    People

    Many thanks for some additional great insights. Marcus, I think you're right about the national reach being an expectation - even though it is not currently the norm for my client's industry. And Michael - I agree that the local/national idea isn't sufficiently compelling to make a prospect cross the street to our side.

    I'll distill all these ideas and we'll almost certainly be testing the ones the leadership group likes best.

    Thanks all - great to get your incisive comments.

    Chris
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