Question

Topic: Taglines/Names

Name And Tagline Test

Posted by Anonymous on 8/19/2008 at 10:36 AM ET 500 Points
Your feelings/thoughts wanted on a name and tagline for a small town fitness center.

Marketing position: For people with an unfulfilled desire to look, feel, and be their best, this is the fitness center (exercise alternative) that helps members get more out of life because it delivers programs, education, and inspiration that helps every member reach his/her personal potential.

Name & tag:

Revolutions - change in motion

Let me ask... before you tell me whether you "like" the name and tag or whether you think it matches my position... what do the words mean to you? What feelings do you think this evokes?

Your feedback is important to me. Thanks in advance!


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RESPONSES

  • Posted on 8/19/2008 at 11:56 AM Accepted
    Hey Jaime,

    I like the roll-off-the-tongue of your name & tagline.

    What it gives me is the sense of changing my perspective on my condition first then being able to let the change in lifestyle follow.

    The not so good part is that it doesn't really give the consumer a clear picture of what you do right off bat. If you were to just say that and that's all you had time to say, the consumer would be inspired, but inspired to do what?

    If it were me, and this is strictly my opinion, I would maybe call the center "Revolution Fitness".

    Hope that helps. All the best.
  • Posted on 8/19/2008 at 11:56 AM Member
    By the way, did I mention, you should keep the tagline, though.
  • Posted by flanger on 8/19/2008 at 12:00 PM Member
    Hey Jaime,

    I think it's better to ask professionals about such things as name and tagline. This is one of the best marketing agencies in NY - check 'em out!

    https://www.bluelinerny.com

    oh, they got great blog, too -

    https://www.bluelinerny.com/blog/
  • Posted by Peter (henna gaijin) on 8/19/2008 at 12:16 PM Accepted
    My feel on the word - I started thinking about "change in motion" which is much like the meaning "change through motion", which is what you do. "Revolutions" doesn't have the same kick for me right off the bat, but doesn't seem bad either, so not saying to yank that.

    I agree with starchimunyo that it has a good roll, but doesn't tell someone who is not already familiar with you as to what you do. His idea of "revolution Fitness" or similar, adding a descriptive component is one I would suggest also. Or if you always use the name with a logo, have a logo that confers fitness center (such as drawings of people using fitness equipment or exercising as part of the logo). But to make this work, you would need to use that logo in signs, marketing literature, etc. - any place you don't use it, you risk people not understanding right off te bat what you do.

  • Posted on 8/19/2008 at 1:19 PM Author
    Thanks for your input. You've offered some really good insights.

    I believe strongly good branding doesn't have to be descriptive (i.e. include a category reference) as name an tag are seen 99% of the time in a context. But, my client likes the descriptor in there, too. That in mind, you've all given me a new idea:

    Fitness Revolution - change in motion

    What do you think? Rather, what do you think it says?
  • Posted by prhyatt on 8/19/2008 at 1:36 PM Accepted
    Hi, Jaime-

    I like the name and tag, but not for what I perceive as your audience. People who have "an unfulfilled desire to look, feel, and be their best" sound like people who are not currently involved in any serious fitness program. In that case, Fitness Revolution seems a bit intimidating. Why are they unfulfilled in this regard? If they are the type who is timid about engaging in a program, then I would go for something more engaging and encouraging. Fitness Revolution implies that something they are doing right now is wrong and should be radically changed. Consequently, sounds like it should be targeting people who are really serious about working out and need a more challenging environment to take their fitness to the next level.

    Which is your audience? If it's the latter, then maybe an adjustment in your positioning is in order. For the right group, your concept is appealing.

    Good luck with it!
    Polly

  • Posted on 8/19/2008 at 1:39 PM Author
    Flanger,

    Based on your post here and the many others you've made recently, you either misunderstand the concept of the Marketingprofs Forum or are simply promoting your start up agency.

    If it's the former, you have but to know there ARE professionals here answering questions and providing meaningful input. That's the purpose. If it's the latter, you should find another place to spend your time.

    Jaime
  • Posted on 8/19/2008 at 1:50 PM Author
    Polly,

    Great response. Thanks.

    Like many fitness centers, they need to appeal to the continuum of clients to prosper. One end is folks who are intimiated but need fitness in their lives more than any other group. The other end is serious weight trainer and competitive, even elite, athletes. We need to target the first group while not excluding the second group.

    Brand strength comes with focus but I can't be exclusive... as is say, the Curves fitness brand. But, your point is well taken.
  • Posted by Jay Hamilton-Roth on 8/19/2008 at 2:27 PM Accepted
    My feeling is that people aren't looking for a revolution in fitness - they're looking to feel better (mind & body).

    Other ideas:
    * Peak Fitness
    * Personal Best Fitness
    * Feel Great 'N Fit
    * Fitness 2.0

    Likewise, "change in motion" doesn't clearly articulate a benefit. People aren't looking for change or motion. I know you feel that the name & tagline don't have to be fully descriptive, but if the name + tagline don't immediately convey the benefit, then you may have lost your prospect's attention.
  • Posted on 8/19/2008 at 2:54 PM Author
    Thanks for all your help. Everyone.

    My intent--which I haven't arrived at yet-- is to convey the point of difference (aka benefit) via an emotional trigger. I'm not feelin' it yet.... the search continues.

    All the best,
    Jaime
  • Posted on 8/19/2008 at 4:21 PM Author
    I've read many posts from you, Phil and Jay, and have great respect for your marketing minds. In fact, the emotional vs descriptive conversation is one I'd really love to have with you both over dinner sometime. For now, we'll have to settle for posts to this forum, I guess. Truly, I invite your discussion on this because I see both sides of the coin. And, maybe I need both sides of it in this name. Certainly, I'm grateful for your input on this topic.

    AVIS - we try harder. Should they be Avis Car Rental Company - we try harder? Sure, I know they've spent millions on media to get where they are, but consider a small-town gym logo... it's never but a fraction of an inch from its context. Even if we're talking about an exterior sign it would include an identifier, "fitness center" where it really needs a descriptor. Otherwise, the name/logo's on the website, on the door, on the uniform of the friendly staff member, and on the ad and the brochure. The add and the brochure--even the website for that matter--would lead with a headline, not the name and logo. There's always content and context to facilitate the understanding. But, the name and tag itself, in my little marketing mind, have to have the emotional pull.

    Peak, Summitt and others of a similar nature don't work here for a couple reasons. In this mountain town everyone is peak something-or-other. They're overused. More importantly they lack in any real human feeling-- the stuff that helps drive affinity for a brand. It has to touch your heart. It's a business that's all about changing lives, making life better.

    What's Avis' pull? Seems innocuous enough, but it's really in the recognition they'll never be number one. It's human nature to root for the underdog. And, who doesn't want someone working hard for us?

    Fitness Revolution? Maybe. I'll come up with some alternatives and ask again.
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