Know-How Exchange : Taglines/Names

That's an excellent question. As long as it is publicly available, you can link to it without getting permission. But it is always best (ethical) to cite the source. And quite honestly it makes your job a lot easier since all you have to do is write a brief abstract and link away.

Just to be clear - these have to be publicly available. For example, you couldn't take a Gartner report you got from a friend who has a subscription, and share that. (You can of course license syndicated research to protect yourself, but that is probably phase 5 of your newsletter strategy!!!).

So that you feel good about it, check out a newsletter like marketingvox.com (comes out daily). They pull stories from everywhere, with a two-sentence abstract that links to their site for a larger abstract (=advertising revenues for them!) and THEN they link you off to the real source. They frequently cite third-party research - it's where i found the JWT study by the way! ;-)

Good catch Tracey. I am so used to assuming every newsletter today is via e-mail that i didnt even consider a print version. And now that i reread it, there was nothing in the original post to support my assumption!

Thanks again! ;-)

Hi Pacaoo1,

hope you're having a great day but more importantly a wonderful life. Here's some research I've just pulled together for you. It's full of some questions that will help you think more clearly about the process so that you can have a successful name that will make a difference first to your customers and then to your company. The only real reason why anyone goes into business is to take care of a customer. If you take care of a customer your customer will take care of you.

Any additional information you offer only brings you better results. The more you offer the better the results. If you offer less you're probably going to get less even though we want to give you more...It's like trying to build a Great Big house on a small teeny weenie foundation. If you give us enough foundation will build you a Great Big house to put your name in :-)

Most people fail to do the above even though we highly recommend it but the right information really does make a huge difference...

Even in basic name creation or "idea generation" establishing a starting point often requires establishing purpose. Taking the steps using the following information below will start, direct and lead that process in the right direction for you.

A business name should be the out growth of the market you are trying to reach. All names including "A new business name or Tagline" must have some part or a lot of the following comments also made by my three expert friends who participate in our forum below.


williamarruda says…
"Your tag line should be 'catchy' and it should speak directly to your target audience and differentiation. A good place to start is to make a list of all the things that differentiate your offerings from your competitors. Then think about which of those differentiators is compelling to your target audience."

mgoodman...
provides these great suggestions...
"Who is the target audience? That's the most important input we need in order to help you with the name. Once we understand who the target audience is, the next question will be "What is the most important benefit they will realize if they use your service?" What makes you different from and better than your competitors?"



JBtron...
offers a great deal of insight on this...
"To really be successful with this query in KHE, your query demands answers to a number of questions regarding your product that will help guide the naming process:

-What ARE your USPs? Why would someone go to you v. any of the other businesses?

-Where are you located?

-What are the short- and long-term business goals for the company, and how are you going to market this new brand in a very large arena with few real players?

-What are your company’s Core Proposition and Brand Personality?

Core Prop: What makes you different? Tagline. USPs in a phrase.

EXAMPLE:

Bounty: The quicker picker-upper.

Brand Personality: Describe the product as a person. What is this person’s personality? Outgoing? Vivacious? Mysterious? Is this person an over-achiever? Friendly?

All these will lead to a series of statements, attributes and directions that are called a Creative Brief. With the properly developed Created Brief, virtually anyone can come up with a name that works."



This will get us started. By completely answering these questions it would make it much easier to provide you with a name that provokes your clientele to seek your business out over the others. Is there anything else I can do for you?

Your Servant,

Deremiah, *CPE (Customer Passion Evangelist)

*Caring Promotes Exuberance