Question

Topic: Taglines/Names

Need A New Product Name!

Posted by Anonymous on 4/30/2008 at 3:41 PM ET 125 Points
We are launching a new service and need a name for it. We are acting as a broker to help borrowers place loans to banks/insurance companies/etc. So the new service is a loan placement or referral service.

To date, all of our program and services have been named some sort of acronym. So naturally, we are heading in the same direction - I'd appreciate your feedback and creative input for any better naming conventions:

Our company's name is Bridger. Here is what we have so far:

Bridger Loan Placement (BLP)
Bridger Loan Placement Service (BLPS)
Loan Placement Service (LPS)
Bridger Loan Placement Program (BLPP)
Bridger Loan Origination Match (BLOOM)
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RESPONSES

  • Posted by Levon on 4/30/2008 at 3:53 PM Accepted
    Sorry to be so blunt, but I just don't see how an acronym with someon's name in it has any shot whatsoever of becoming a brand that makes an extraordinary impact. Your industry is in meltdown right now. The industry is going through a major crisis. Your industry is changing.

    A good brand must stand out and be recognizable. Even in your serious, highly conservative, up-tight industry you have to make waves. Think bigger. Think creatively. Make it easier for the customer - even if your customer is another institution.
  • Posted by burnberg on 5/1/2008 at 9:23 AM Accepted
    Would recommend rethinking that the name of your company implies you are offering bridge loans, which cover the costs of construction until a mortgage can be secured. Is that your intention?

    Are you offering commercial loans, or mortgages? Who is your optimum customer/target audience? How are your clients finding your services?

    Need more info!

  • Posted by Jay Hamilton-Roth on 5/1/2008 at 9:45 AM Accepted
    Home A Loan (HAL)
    Matchmaking Loan Service (MLS)
  • Posted on 5/3/2008 at 1:16 PM Accepted
    Suggest you try the same formula I've posted elsewhere:

    1. Why should I choose your loan placement or referral service versus any/every competitive option available to me?

    2. Follow-up, or precede, your one/two/three/four word answer with loan placement or referral service to see what names you can come up with that might stick.

    3. Test to see which one works best by surveying client and other opinions, and running separate google adwords PPC ads with each one to see which name pulls best.

    Cheers,

    Rod
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