Know-How Exchange : Taglines/Names

What's the story of how/why your company was formed? Perhaps that would be a good starting point. When I think of the food brand names that I have some sort of connection to -- e.g., Pepperidge Farm, Ben & Jerry's, Newman's Own, Annie's -- I can easily bring to mind some sort of story about the company, and it gives the brand a personality.

I'm not suggesting this is the only way to brainstorm, but it might be a start... since "obsessive about quality" isn't bringing any names or brand personality to my mind.

My mother is on a gluten free diet as is my girlfriend. What I do know is that my past experience with gluten-free products is that they taste very bland. If you can prove that your product doesn't taste bad then you don't really have to worry about the product name as word of mouth in such a niche market combined with a stack of unpalatable competitors would lead you to success (as you have already found with your test marketing).

As names go, I would be highly tempted (and amused) by a product that made reference to this. My suggestion would be something like "I can't beleive it doesn't taste like cardboard".

Dear SL:

First, thanks for developing this product line. Celiac is a disease which has not received the attention it deserves.

People who are living with Celiac disease do not get the recognition and support they deserve.

Your wife does. That makes a difference.

A big difference.

When people are living with a disease that receives little recognition, they respond positively to those who make the effort to help. They become loyal evangelists for those trying to help.

Which brings me to the point.

What touches me about this product is the story behind it.
Your wife was diagnosed with Celiac. Your lives were upended. So many, many adjustments to make for managing the condition. So much stress. So many worries. So much anger, disappointment.

And you made her cookies.

Why? Because you thought that she had enough problems without having to eat bad-tasting cookies.

Man, you are one great husband.

The only thing you could do that would make me "cry and buy" more would be to name them after your wife. For example, if her name is "Sarah," call them "Sarah's Cookies."

Oh, and while you are at it, why not donate a portion of your proceeds to a Celiac-related research foundation?

Your good work deserves support. If you need more marketing advice, you are welcome to up to $1000 worth of my social marketing consultation at no cost.

Regards,

Winthrop Morgan, MPH, CeM
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