Question

Topic: Taglines/Names

Name For A Research & Innovation Park

Posted by Anonymous on 1/1/2008 at 11:41 AM ET 500 Points
I am working on a project to create the brand strategy for a new research and innovation park that is a joint venture between a top Canadian university and a multinational company. Would like to bounce ideas around for a name for the park now that the strategy and brand criteria have crystalized. Your task: to suggest innovative, unique ideas for a name that meets as many of these criteria as possible:
* Focus on the language of advanced research and innovation
* Speak to market-driven, industrially-relevant nature of the research (ie: all research must have a clear path to commercialization)
* Create a sense of collaboration, convergence (the idea of researcher/industry partnerships and multidisciplinary research)
* Communicate the concept of support and nurturing (availability of start-up business services and supports, start-up business incubation facilities, access to expert advisors)
* Include a sense of place because it is a physical facility
* Incorporate the idea of bio-economy (biomaterials, bioenergy, bioprocessing, etc.) in a subtle manner so there is flexibility as research themes grow and expand
* Create a sense of community and openness – an approachable, inclusive feeling (the facility is owned by the university, but it is open for regional businesses and research partnerships)
* Speak to global competitiveness and calibre (spin-off companies and technologies that come out of the park will be competing in the global marketplace)

Looking forward to your ideas!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 1/1/2008 at 12:00 PM Member
    Communi T
    Spectrum
    Vision Centre
  • Posted by Frank Hurtte on 1/1/2008 at 12:42 PM Member
    Wow.. what a mouthful..
    The idea sounds like a very sound one.
    Bio-Technology Innovation Center

  • Posted by SteveByrneMarketing on 1/1/2008 at 4:27 PM Member
    I agree with D4's comments and will add it isn't practical to create a name based on your list.

    One of your statements, " Include a sense of place because it is a physical facility" could hold clues to a name. I would research both place and people to find "A Story" to base the name on. A story that also fulfills as much of your list as possible.

    best of luck,

    Steve
  • Posted on 1/1/2008 at 6:11 PM Accepted
    Whoa! Nice description of all the things you want to stand for and deliver, but no mention of who the target audience is!

    Are we trying to appeal mostly to researchers, inventors, entrepreneurs, college professors, large corporate clients, potential donors, neighboring office parks, or government officials? Who is the primary intended audience for this naming exercise? (Yes, I know I've left out a few dozen other alternatives.)

    And it's not fair to say "all of those" (or even 3-4 or them), because the best name will almost certainly be one that is specific to the single most important one.

    For example, you might want to build on the concept of "imagination" or "discovery," or you may want to communicate "inventing products that will change the world (for the better)." Those are very different, and it will depend on your primary target audience.

    Net: You're not quite ready for the naming exercise just yet. You have a nice concept, and you've obviously thought about many dimensions of the deliverable, but you've left out the core concept -- your primary target audience.

    And once you have the primary target audience well defined, then you need to understand their values and beliefs, and the core positioning benefit you're going to deliver to them.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Taglines/Names)