Know-How Exchange : Branding

Honestly speaking-- there is probably nothing unique to build a brand over with those descriptive words-- everyone and their mother are talking Florida and hispanic (or Cuban). Sometimes its like peeling an onion (most times). The thought out of their head first isn't really what will make them different.

I did a google search on Florida Hispanic Insurance and here is a quote from a source "
...Trends Among Hispanics in South Florida Focus of New Report Available at MarketResearch.com(C)1994-2004 M2 COMMUNICATIONS LTD
There is a common belief that the U.S. Hispanic minority represents one uniform and homogeneous segment, but the Latino population is in itself heterogeneous,..."

So I think again, he/you needs to dig deeper. BTW, you can read the entire article on a free trail via https://goliath.ecnext.com/coms2/gi_0199-116906/Insurance-Trends-Among-Hisp...

Hope that was helpful, Carol
Sell Well and Prosper tm

I just meant that the name can be derived from Spanish words and/or meanings.

More than anything, a concept that is apparently for Florida. "SunCare, etc."

I know there's not much that can really set them apart, but this forum has been very good at brainstorming different names and ideas so I thought I'd share the project.

Abra Insurance

Abra El Sol Insurance

Insurance Naranja

Seguro of the Sun

Clever names that say "Florida" in some way are not likely to deliver much value to your friend's business. Better to focus on the positioning: What's the most important unmet need that your friend will satisfy for his customers? Why not name his business in a way that will communicate THAT?

How are you going to pick a winner if we come up with a dozen viable alternatives? What are the criteria? Florida is a very big state, and there are lots of kinds of insurance that apply to Florida residents.

You might want to focus more specifically on the narrow segment of the population that will really be in his prime target audience. Will he be selling to transients in Pensacola? Or students in Gainesville? Retirees? Families? Car owners? Renters? Home-owners?

Goodman reiterates my post-- and he's right. Florida ia a big melting pot-- hispanics, cuban, phillipino's and non minorities. Choosing a hispanic name makes a statement of a niche you are targeting-- and infers you are excluding the rest. And if your client isn't hispanic-- I wouldn't go there.

I think some of the FL names are good. But as far as "strong brand building", building it around the name FL is going to be difficult.

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