Know-How Exchange : Taglines/Names

Thanks for the questions! I pulled segments from our positioning statement to form my question-- in hopes of providing some depth.

The problem: We currently have two brands (company name & product name). The company name is very specific (as it was the name of our flagship product), difficult to pronounce and it limits prospects' perceptions of our offering. The newer (~5yr old) product name is very, very generic-- and it doesn't mean anything to our clients or the market.

I'm looking for suggestions to strike a balance between the two. I need a new master brand name... like Lexus is to cars... ideas?

The true benefit we provide to clients include reduced costs-- by enabling effective hedging of their exposures.

Our competitive differentiators are that we serve only the corporate treasury market-- not banks or financial institutions (who have different work-flow and derivative needs), we have been serving this market for over a decade, we have superior customer service/support and we are the "value" option (we are priced lower than our competitors.)

In short-
Two guys who started this company whose focus was to provide a better tool and better service to corporate treasurers. They grew because their peers trusted them and word-of-mouth took sales up & up.

We’re bigger now, with a lot more to offer in terms of diverse tools and a work flow that enables the system to “do the work for them” so they can focus on more strategic and less tedious data-entry parts of their job.

Sarah,

I'd be inclined to focus the brand name toward your specialization in Treasury and related expertise. The tackle the cost and risk savings in the tagline.

In reading your summary, I put myself in your customers shoes and walked away with two distinct impressions:

"You understand my unique situation and problems"
"I'd trust that your solution would work"

Insight and Trust.


Hope this helps in your exercise.

-Terry

Terry, I think you're on to something...

In my prospect's shoes, I'd want to walk away with these three impressions:

"You understand my unique situation and problems"
“You can help my team be more efficient.”
"I'd trust that your solution will work and that you will take good care of me after my initial investment"

Insight, Efficiency and Trust.

The insight leads to the efficiency, reinforcing trust--which opens doors fro greater insight to feed development for greater efficiency and WOM trust.

Yep, that's my brand cycle in a nut shell. Perhaps even the start of a tagline, if I can just get through this naming process.

Good ideas Jay, I think we'd be too close to the consultants and trade mags in our space with something that descriptive.

I was racking my brain for you at lunch, though I feel it needs "Expert", "Professional" "Guru" or some synonym, I haven't come up with anything compelling enough to offer.

TreasSUREty Solutions is the best thus far...