Question

Topic: Taglines/Names

Product Branding Question/help

Posted by Anonymous on 3/27/2012 at 2:20 PM ET 125 Points
We are a software company that has experienced great success over the past 6 years with one of our software tools that is accessed through a desktop computer. We are currently writing code to make the software tool compatible on the Apple iPad to accommodate the demand for mobile software solutions.

Currently, our plan is to add the word "mobile" to the product name to brand this new product feature. I would like to hear people's thoughts/suggestions on whether to add the word "mobile" before or after the product name. Does it make more sense to present the product name first? Or does it make more sense to use the word "mobile" as an adjective and place it before the product name?

Thanks in advance for any help...
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Gail@PUBLISIDE on 3/27/2012 at 3:53 PM Member
    This seems difficult to determine without knowing what the product is. If judging simply on precedent, it would be before the product name, but again, not knowing the product name it makes input difficult.
  • Posted by mgoodman on 3/27/2012 at 3:57 PM Moderator
    I agree with Gail, but to really answer the question we'd have to know more about the specific software sub-category, its name, and whether it's targeted at the same audience as the "parent" brand.
  • Posted on 3/27/2012 at 4:09 PM Author
    Valid points. Sorry for the lack of information.

    We are a software company that provides POS and management software for the automotive aftermarket and primarily the fast-lube segment within that industry. Our software for this segment is called LubeSoft. LubeSoft handles invoicing, cash management, inventory, reporting, etc...

    The product in question is a tool that we call our 'Graphical Service Review'. The Graphical Service Review, or GSR, is a tool within LubeSoft that is utilized during the invoicing process. The GSR provides a graphical presentation of services that are recommended by the vehicle's manufacturer, and presents them in a color-coded display to present services that are ok (green), need service (yellow), and are past due (red). It also provides a printed (non-graphical) format, but is not utilized as much as the graphical format. We are planning on taking this tool to the Apple iPad so technicians can show vehicle owners the graph and service information while they sit in the car, or lobby or wherever...

    Hopefully this information helps...

    Thanks.
  • Posted by mgoodman on 3/27/2012 at 8:11 PM Accepted
    If the brand is LubeSoft, and assuming it's pretty well known in the industry, I'd lead with the well-known name, as in "LubeSoft Mobile."

    If the brand is really "Graphical Service Review," then I'd probably start with "Mobile" as in "Mobile Graphical Service Review." (Putting "Mobile" at the end of a seven-syllable name will all but guarantee it gets lost.)

    If GSR is the familiar name that everyone uses, then either "GSR-Mobile" or "Mobile GSR" could work, but since GSR doesn't really mean anything to the uninitiated, this isn't a great option.

    Your first objective should be to communicate the benefit-oriented brand name. "Mobile" is just a feature, not really a benefit.

    Again, this is really shooting from the hip, since we'd normally become familiar with the industry and the target audience before making a strong brand recommendation.
  • Posted by SteveByrneMarketing on 3/28/2012 at 11:34 PM Member
    Mr. Goodman has given you some valuable input. And I agree that "mobile" is a feature.

    Think about this naming concept. Remember the dot mobi effort? It died. Why? Because mobile isn't a strong enough distinction to be included in a name. How many mobile web-based, cloud-based apps and softwares are there? Do they use the term mobile? No, it would be like adding an "e" before every name as in etoys, so ten years ago.

    There is a better solution for your naming needs.

    hope this helps,

    Steve

  • Posted by mholdener on 3/29/2012 at 2:32 PM Member
    I tend to agree with each of the previous comments. I might add that "mobile" is not the only to convey the advantage of the new product. For instance, "GSR on-the-go" may work just as well and roll off the tongue a little easier than "GSR mobile."
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Taglines/Names)