Know-How Exchange : Taglines/Names

Would that challenge be coming from Westleys, maker of Clear Magic and other automotive detailing products? I can think of enough mature products and companies in the automotive detailing industry using "magic" to keep you tied up with challenges forever.

Personally, I don't think the "engineered" idea fits well with "magic" anyway. I like the tagline, and after reading your product history I would opt for a high-tech sounding name to match. You can still use "magic" extensively in ads until the new brand identity takes hold, or even beyond. There is nothing wrong with magic, it just doesn't make for a company name that rings with the tag line. You can still make a point with it in ad copy.

Ah Kermitdye,

You are experiencing the exact same issue that many others face in this increasingly "congested" marketplace. With hundreds of thousands of skews and new ones entering the marketplace every day, it is getting harder to differentiate and distinguish AND register an ownable name. I'd like to offer a few recommendations which all come from my experience in the naming arena:
1. The more descriptive you are with your name, the more difficult it will be for you to trademark your name. I.e. Auto Magic, Shine-Tech, Vital Shine, etc are all expected names within your category. I guarantee you'll find it exceptionally hard to trademark any of these names not to mention you'll get lost in the crowd of like sounding names.
2. Your name should be relevant to your brand offering. What makes it unique, what makes it better than the competition, what makes it relevant to your end consumer? Is it that you provide the most intense shine on the market? You need to define this core brand truth before you do anything with the name. Anyone would be remiss if they provided names without understanding this first & foremost.
3. Do you have a loyal consumer? The answer to this question will decide just how close you need to stay to your existing name OR will determine whether you need to be wary of alienating or losing loyal customers.

OK - so what's my reco - be unique, be brand-centric, be relevant! Someone mentioned google as a name they didn't like. Well, it's highly memorable, it's actually been adopted as a verb in common language to describe the act of looking something up, it's totally unique and NOT descriptive. For all of these reasons, it's a highly successful name. Other examples of evocative names are: Red Bull, Nike, Apple, Mosaik (credit card), and the list goes on and on and on. Caution: the more evocative a name, the more $$ you need to spend to educate consumers. Another + is that evocative names can often be bilingual.
Take a step back and define your core brand truth (it needs to be different, better and customer-centric). Re-post with this info and I'd be happy to share my naming thoughts.

All the best!