Question

Topic: Taglines/Names

New Brand Name For A Consulting Firm

Posted by dalia on 6/23/2007 at 5:27 AM ET 500 Points
We are a consulting firm that offers three line of buisness 1) Management Consultancy, Marketing Communication and Community Development focused. OUr name is CID-Community and Insitutional Development. This name has been around for 10 years and has been the joke for all our prospects because it gives false messages about our services. Non for Profit, where are 100% for Profit, Can not be offering management or marketing communication with this name. It sounds like a charity,development focused organization.

Now, we want a face lifting, eith by a drastic change in the name and writing under it the services, or by using the three letters CID differently.

Thank very much for your support.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Harry Hallman on 6/23/2007 at 8:30 AM Accepted
    Why not just use CID and ass a tagline that explains your offerring.
  • Posted by Harry Hallman on 6/23/2007 at 8:31 AM Member
    uummm sorry for the typo. It should, of course, be ADD.
  • Posted by ilan on 6/23/2007 at 3:56 PM Accepted
    So you are in the Marketing Communication business...
    So what will you do when a client will ask you to do a naming assignment for them? or any creative thinking?
    Post it here?
    Seriously, it looks a bit strange that you need help in the area you claim to be doing business.
    Harry is right, use your boring, but somewhat unique CID name and do a serious positioning exercise on who you are, what you stand for, and what separates you from your competition, than come up with a not so usual tag line, and design a smart sophisticated brand identity.
    If you feel that your name is a joke and gives a false impression, work on it more.
    How can we, who don't know anything about you, give you the solution to what is sopposed to be the REAL you?
    I hope I sound friendly enough...
  • Posted on 6/23/2007 at 4:18 PM Accepted
    Hi Dalia,

    I think there are 2 issues which need to be addressed:

    1) How many new clients have you got through word-of-mouth in the last 10 yrs: If you have got a significant number of clients through WOM-I would suggest you stick to Mr. Hallman's suggestion and just add a tagline to the current name.

    2) If WOM has not got you many clients in the past 10 yrs of your operation, you should go ahead and change the name again, two things are important here:

    a) You need to first of all figure out what your company stands for. what is it that makes you different from other similar firms. This would be the core of your brand and should be communicated to the world either through the brand name,logo or tagline.
    b) Your past client's satisfaction record, performance improvements, what clients like the most in your company etc. could be used as inputs while looking for a new name. Very many consultancies today, offer consulting advice which is not in sync with the ability of business executives to actually create the changes recommended. Consultancies often forget the 'execution' side of their advice. You could stress on this aspect in the tagline.

    The simplest would be swapping the words 'community' n 'Institutional' i.e I.C.D. Consultants- add a catchy tagline to it.

    rgrds
    aarthi
  • Posted on 6/23/2007 at 4:44 PM Accepted
    Who is your primary target audience? What do you provide that makes you any different from or better than every other consulting firm? Are you industry specific, or geographically specific, or neither or both?

    We're going to need a lot more information if we're to help you with your naming project. If a client came to you with the amount of information you've provided to us, you'd ask for a meeting to learn more, right? Well, that's kind of what we need.

    We'll be glad to do our part, but first you need to do yours. Help us help you.
  • Posted by dalia on 6/24/2007 at 4:32 AM Author
    Harry: Thank you for your thoughts, it protects the legacy name of CID and satisfy some people who have emotional link with it.

    ILan: Thank you for your comment, just wanted to get more out of the box ideas from experts, yes the tag line is one that we have been thinking of. It is great to hear from different people and mindsets

    RT: Yes, it has been mostly word of mouth and referrals, as well as one to one work. So yes the better packaging and positioning may be the best thing, building on the uniqueness against other consultancy firms, which is the implementation of programs that we advise with.

    mgoodman: Our targets are CEO and CMO of Multinational operating in Egypt and in the region as well as International organizations like, Europeon Union, USAID, etc..
  • Posted on 6/24/2007 at 8:40 AM Accepted
    CID - "Communication with Intelligence for Development"

    Well this just came spontaneously reading our members comments on keeping the existing name and adding a tagline to it...don't know how far that will help you...well that's for the time being, will revert if more.

    AZIZ
  • Posted by Chris Blackman on 6/26/2007 at 12:34 AM Accepted
    "Ahram Advice" sounds strong, and like you've been there for a few thousand years...
  • Posted by dalia on 7/1/2007 at 6:15 AM Author
    Dear ALl:

    Appreciating your support in trying to inspire us with new ideas for the new name considering the restrictions of the Old Legacy and the way out of it to get a tag line describing why are we are here.. ?

    Thank you all and will work on it further building on your ideas and we will get there.. soon

    All the best
    Dalia
  • Posted by jpoyer on 7/7/2007 at 12:30 PM Accepted
    I actually like the Consultation - Insight - Development thing, and the C.I. D. Consultants idea, but I agree that if you can stick with your current name, unless it's causing a real problem -- if it's working for you, and gives you an additional opportunity to break the ice with prospects -- it may not be such a bad thing after all.

    Best of Luck,

    Jennifer
    XPRT Creative
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Taglines/Names)