Know-How Exchange : Taglines/Names

Your slogan should reflect your value proposition. What makes you different, what are your benifits to the client?

You might want to share them with us.

Without some idea of what your positioning benefit is and who exactly is in your prime target audience, there's no way we can help you with a slogan.

We're not even sure what business you're in based on your name. Are you a traditional advertising agency? Specialize in new media? What countries/industries do you serve? Etc. Etc.

Why would anyone hire you? What do you bring to the party that makes you different from and better than your competition? (Who is your competition anyway?)

I hope you ask your clients these kinds of questions before you develop advertising for them. Otherwise how do YOU come up with good advertising?

What market(s) do you serve? Are you in the US, Europe, Australia, Asia, other? Any particular industries that are in your sweet spot?

You'll do a lot better at positioning yourself if we can begin to narrow the target audience. So far you sound like all things to all people -- not a great way to start your positioning.

And please help us understand the name. I must be dense, but I don't understand what the name means or is supposed to communicate. Does it have meaning in your country/culture?

What makes you different from and better than every other agency that thinks it can do everything? Please slow down and help us help you by being really thoughtful and focused on the unique benefits you bring to your clients.

We're asking you the same kinds of questions you ask your clients when you meet them for the first time. And the more thoughtfully you respond the more help we'll be able to provide.