Question

Topic: Taglines/Names

Analytics. Organizational Design. Strategy. Business Models...for You.

Posted by sslaughter133 on 5/17/2014 at 8:23 PM ET 250 Points
Looking for help with a creative taglines which incorporates the primary services we offer- Analytics. Organizational Design. Strategy. Business Models.

Our company is based off of two primary principals. Integrity and tenacious.

All creative thoughts are welcomed.
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RESPONSES

  • Posted by mgoodman on 5/17/2014 at 9:21 PM Accepted
    What's the name of the firm? Who is your primary target audience? Where?

    The problem with using "integrity and tenacious" ("tenacity" would be parallel construction) as the positioning cornerstones is that anyone can claim them; they don't really set you apart from competition.

    The other problem is that your description of services is centered on what you DO rather than on the BENEFIT your clients realize when they hire you.

    Let's get the positioning right before we start in on "creative taglines." Then we can make a real contribution to your business instead of just finding some cute words.
  • Posted by sslaughter133 on 5/18/2014 at 7:45 AM Author
    The company name is TenagrityHealth. I don't want our post to be public however so I'll ask that our conversation not be posted through your advertising website
  • Posted by Jay Hamilton-Roth on 5/18/2014 at 8:41 AM Accepted
    Your name would indicate you're in the healthcare sector. Are these the clients you're after? If not, could you explain your business name? Where are your clients located? Can you share an example of who you've helped, how, and the result?
  • Posted by sslaughter133 on 5/18/2014 at 8:59 AM Author
    Yes, we sell to health plans such as Blue Cross Blue Shield of RI
  • Posted by sslaughter133 on 5/18/2014 at 9:00 AM Author
    Clients are all across US - all sizes- public and private
  • Posted by mgoodman on 5/18/2014 at 10:04 AM Moderator
    What's the objective of the tagline? What do you expect the tagline to accomplish?
  • Posted by mgoodman on 5/18/2014 at 10:13 AM Moderator
    Quick suggestion: You might want to register the domain name TenagrityHealth.com and set up a simple website so that prospective clients get the idea that you are real and not hiding. That will go a lot farther for you than a tagline, IMHO. (The domain name is available.)
  • Posted by sslaughter133 on 5/18/2014 at 10:18 AM Author
    What customers can expect from doing business with us ...services which I listed previously...built on high business integrity...tenacity results, strategies to help ensure they stay alive and thrive in a changing and highly competitive healthcare market. We believe the companies who will succeed are those which have strong Analytics capabilities and new differentiated business models. All things we can help with.
  • Posted by sslaughter133 on 5/18/2014 at 10:20 AM Author
    Thank you. Yes we are in the process of setting that up. Right now trying to get a tagline and design for business cards and Weill also use for website and build off of it.
  • Posted by mgoodman on 5/18/2014 at 12:14 PM Moderator
    So the core benefit you offer is ...

    Survival
    Thrive in a competitive marketplace

    And you deliver the benefit with analytics?

    There seems to be a step missing somewhere. Don't the companies have to act on what they learn from the analytics in order to survive? Do you deliver that too? (It's not on the list.)

    It seems like you have tools, but it's not clear what a client is supposed to do with the tools in order to reap the benefit. It's like selling a screwdriver without any idea of what it should be used for. That requires a level of understanding on the part of your target audience, unless you also plan to do some missionary work as part of the sale.
  • Posted by mgoodman on 5/18/2014 at 12:19 PM Moderator
    If it's not too late, can I suggest that you consider alternatives to the name "Tenagrity." It's not a word, and the connection to "tenacity" and "integrity" is easily missed. And even if someone gets the wordplay, the name could apply to almost any business. It doesn't tell what you do, or who the target audience is, or what benefit you deliver.
  • Posted by saul.dobney on 5/18/2014 at 12:59 PM Accepted
    [Agree with Michael on Tenagrity not working as a word]

    Analytics to optimize business performance

    We measure what you do, so you can do it better

    Turning Facts to Fixes - Fine tuning for your business

    The Tenacity to Create Change. The Integrity to do it fairly.



  • Posted by sslaughter133 on 5/18/2014 at 1:34 PM Author
    Last name of CEO is Tenace so we were building from that and have been opersting under the name for 5 years
  • Posted by mgoodman on 5/18/2014 at 1:53 PM Moderator
    Do you think most of your clients and prospective clients get the connection between Tenace and Tenagrity? Is the CEO well-known to all your target customers? If so, why not use his/her name instead of the mash-up name? If not, you're walking away from a great opportunity to position yourself with prospective clients as soon as they see the name, and instead giving them a reason to say (to themselves), "What's a Tenagrity?"
  • Posted by Chris Blackman on 5/19/2014 at 9:39 PM Accepted
    Tenagrity is a conundrum: It's unflattering. It's even hard to say without sounding angry. But there's a TenaGritY.org reggistration (created 2009) so perhaps it does mean something to somebody.

    As for the tenuous link to the CEO's name, it's lucky, then, his name wasn't Zbigniew, or Papadopolopoulos - that could have ended up so much worse.

    I'd favour a rethink on the name, to something that is easier on the tongue, ear and eye, and perhaps introduces your core value proposition. For example, Health Data Strategies, Health Industry Analytical Systems/Services/Co or similar. For me, the tagline seems to represent an admission the name failed, so you're having a second attempt to get something meaningful across to the prospect.


  • Posted by Chris Blackman on 5/19/2014 at 9:40 PM Member
    Tenagrity is a conundrum: It's unflattering. It's even hard to say without sounding angry. But there's a TenaGritY.org registration (created 2009) so perhaps it does mean something to somebody.

    As for the tenuous link to the CEO's name, it's lucky, then, his name wasn't Zbigniew, or Papadopolopoulos - that could have ended up so much worse.

    I'd favour a rethink on the name, to something that is easier on the tongue, ear and eye, and perhaps introduces your core value proposition. For example, Health Data Strategies, Health Industry Analytical Systems/Services/Co or similar. For me, the tagline seems to represent an admission the name failed, so you're having a second attempt to get something meaningful across to the prospect.


  • Posted by Chris Blackman on 5/19/2014 at 9:40 PM Member
    Whoops!
  • Posted by sslaughter133 on 5/23/2014 at 12:49 PM Author
    No further comments are necessary. I'm closing this request.
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