Question

Topic: Student Questions

Name For Software Solution

Posted by Anonymous on 6/12/2008 at 10:02 AM ET 250 Points
We're a software business that has been successful in several vertical markets and are now branching beyond those markets with a manual redaction solution. We have an automated redaction solution that has been sold mainly to state and county government organizations to protect sensitive information in online records.

My questions are: Does it make sense to think of this new product (more of a chevy, almost a consumer product) as a product extension of our automated redaction product (more of the cadillac, almost a custom software service) and naming it something it something that includes part of the name of our existing product? We have equity in the brand but not in the new markets we are targeting. Buyers in the new markets will not recognize the name of our automated redaction product.

Or, does it make more sense to make it easy for our new markets to "get" what the solution is immediately by including the word "redaction" in the product name. If so, which of these names best convey that our manual redaction solution creates solid results and is simple to use:
EZRedact
SmartRedact
FastRedact
RedactNow
RedactRight
ProRedact

Thanks.

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RESPONSES

  • Posted on 6/12/2008 at 3:07 PM Member
    of your choices I like RedactRight.

    What about RedacTive?
  • Posted by Jay Hamilton-Roth on 6/13/2008 at 9:23 AM Accepted
    A name that immediately helps the prospect "get it" makes your marketing a lot easier (also: Redact123). If your company's existing name already has Redaction in it, then you have the flexibility of making the name "fit", for example: "Simple" by Redaction Corp.

    Any of your names could work for your new markets. I'd suggest using a PPC campaign to split test the names, and measure your traffic. Let the market decide for you.
  • Posted on 6/13/2008 at 12:47 PM Member
    EZRedact - indicates easy, simple (beginner version)
    SmartRedact - sort of indicates it's automated
    FastRedact - quick
    RedactNow - a command
    *RedactRight - this sound like it will do the Job correctly and gets my vote

    ProRedact - the professional version?
  • Posted on 6/13/2008 at 3:43 PM Member
    Your existing brand name transference is less important then leveraging your credibility, earned from serving discerning purchasers.

    I think your name should include what the product is/does and reinforce why it is great. Who has the most top secret info that requires redacting? Intelligence agencies. Hence:

    IntelliRedact -- Redaction software used by intelligence agencies worldwide

  • Posted by malkosbm on 6/16/2008 at 9:54 AM Member
    Red' Act
    When redaction become an easy act
    Make Redaction a simple act
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