Know-How Exchange : Taglines/Names

The more "universal" your name is the less effective it's likely to be against your primary target market. Why not have one name for your initial target audience and then another when you add another target audience?

You also don't mention where your target audience lives, or what price points your jewelry will be at. You should probably spend some time up-front defining your positioning more clearly. It sounds like you're shooting at a very broad target audience, and that's the kiss of death ... "pre-teen through Baby Boomers" covers tens, if not hundreds, of millions of people.

You'd be a lot better off if you could be more focused and narrow that target audience. It's easier and less expensive to capture 50% of a small audience than 1% of an audience that's 50 times larger. You can always expand once you've validated your business model and marketing plan. And you won't have to spend nearly as much money to get there. Work the kinks out, and learn all the lessons, on a small segment before you blow it all on a large one.

Hope this helps.

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