Question

Topic: Taglines/Names

Can We Create A Brand By Varying A Generic Term??

Posted by Anonymous on 7/21/2009 at 1:49 PM ET 250 Points
The industry we market to is years behind the commercial market in eMarketing. We supply content management software and services to build enterprise web sites in this market. Through requests, we have created a series of widgets (gizmos, controls, gadgets, etc.) which are functional code that can be embedded in a web page. We are going to launch a site to download any of these functions, maybe for a fee, more likely for free. We are looking at branding them "Web Widgies" and using a descriptive term to group them, such as, Social Web Widgies for Comments and Ratings, or Threaded Discussions, or Ask an Expert, etc. An individual item is a Web Widgie, or Widgie. We have the URLs.
What is your impression and feedback of the name "Web Widgie(s)" and "Widgie"?
How would you launch to create branding differentiation?
Any other specific suggestions?
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RESPONSES

  • Posted on 7/21/2009 at 5:06 PM Author
    The "wedgie" sound alike is a valid comment from Phil and Chi. I have heard that from a few others. It is not a positive image, but not that risque either, more humorous unless you were on the receiving end more than once. My thought is that it may make the name more memorable for some. Question is, is that reason not to use it?

    Yea, what is with burnberg??
  • Posted by Gary Bloomer on 7/21/2009 at 7:41 PM Member
    Dear Bronchi,

    Your term sounds way too much like wedgie to me. So, were I you I'd not be wanting to offer anyone a wedgie. And Burnberg? Please ask your question in the appropriate way.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 7/21/2009 at 9:07 PM Accepted
    Hi Bronchi,

    I think one issue might run into is that most social media, web folks, etc. call them "widgets." I know widgies is cute and all, but you'll be branding against a pretty strong tide, which might take some budget away from promotion to education/changing mindset. Another thing to consider...if you try to call something a widget that's not a typical widget you might run into some issues there.

    Also if you're years behind, you might want to do some primary research with people who blog or might want to implement widgets into their sites and get their feedback. If you have a blog or are on a social network maybe a quick poll might give you a pulse check. Widgetbox has been doing well and they call their widgets "web widgets." (Sounds close to web widgies to me.)

    And like all the other smart folks mentioned, it does sound a tad like wedgie. Ouch! ;-)

    Is there something unique about your corporate brand name that might play well with widget? Perhaps a combo that might lead to a stronger brand identity for your widgets?

    Hope this helps!
    Beth Harte
    Community Manager, MarketingProfs
    @bethharte
  • Posted on 7/22/2009 at 11:54 AM Member
    I agree that it sounds painfully close to "wedgie."

    How about adding something to the end instead?

    Widget Wonders?
    (gizmos, gadgets, and doodads that bring oohs and aahs to your web site)

    Jodi
  • Posted by Jay Hamilton-Roth on 7/22/2009 at 12:41 PM Accepted
    Why not simply: "YourCompany Widgets" or "YourIndustry Web Widgets"? People are unlikely to search for a "Widgie" - they're more likely to search for an industry-specific or function-specific widget. Make it easier for people to find you, rather than set yourself up for a larger educational campaign.
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