Know-How Exchange : Taglines/Names

I've spent some considerable time recently on fitness center marketing. There isn't a lot of effective differentiation in US markets, and I've seen no reason not to extrapolate that unfortunate characteristic to markets world wide. The first step to successfully creating a global fitness franchise is positioning your brand. And, please, do so from your target customer's perspective. Don't base it on equipment or services. Fitness (and especially the lack of it) is intensely personal, and people make decisions based on very strong emotions. Think life, death, disease, wieght, appearance, quality of life, and relationships. These and more play into how people see them selves relative to any fitness product.

What do you stand for? How is your product/center different from all the others? What do your target customers really need? What motivates them? How do you solve people's fitness problems?

Know your target. Know who you are. Hammer out a singular point of differentiation. One that is believable and emotional. Only then, do you have a foundation for success, and only then do we have something from which to derive names and taglines.

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