Question

Topic: Taglines/Names

American Red Cross Retail Store Name / Tagline

Posted by bobbie.lopez on 8/26/2009 at 8:56 PM ET 50 Points
Round Two -
The Silicon Valley American Red Cross is launching a retail store and we need a store name and tag line. Half of our products will be disaster/emergency preparedness products including first aid, cpr, infant safety, pet first aid. The other half will be branded products such as apparel, accessories, and gifts.


Store name idea :
Store + (the plus symbol will be the red cross symbol)

Tag Line - looking for something that grabs the heart strings! Here are some idea's but we are not sure they quite say it all. Maybe the store name needs to be expanded on? :

Emergency Preparedness Kits and First Aid Supplies by the Experts
Where American Goes to get ready
Products For The Art of Self Sufficiency
Safety Begins at Home, Safety products begin here.
Supplies and Knowledge
Be Prepared
Ensure Your Family's Safety. Stock Up Today (from Jay)
The Emergency 1-Stop Shop (from Jay)
Red Cross Emergency Preparedness Supplies (from Jay)
Emergency Preparedness Supplies (from Phil)

*The American Red Cross also has a government charter to respond to all emergencies, and we train all the disaster responders, life guards, emergency response workers (firefighters, rescue workers, etc)...so I want to indicate somewhere that we are the experts on emergency response and preparedness, therefore we should be the number one choice when shopping for personal preparedness products
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RESPONSES

  • Posted by bobbie.lopez on 8/27/2009 at 12:24 AM Author
    Phil! You are awesome and you are fast!
    Thank you for your input!

    Just and fyi...
    The American Red Cross and its 700 chapters are all one organization. Each of the 700 chapters unfortunately are not funded by National nor is National funded by the Government despite our mandatory Charter requiring us to responding to every disaster including all local fires. We each have to raise our own funds...long story for a short answer- we can use the cross logo.

    Thank you for your free advice, hard time to be a charity...but we are trying to be self sufficient which is why we are going to launch a retail store.

    Cheers!
  • Posted by Chris Blackman on 8/27/2009 at 3:52 AM Accepted
    Bobbie

    I think another organization may have first dibs on "Be Prepared".

    However, I like your direction with + first, although the term "store" seems a bit redundant and generic. I'd prefer to see the whole brand name, i.e.

    + American Red Cross

    The tagline should be very explicitly what you sell. Which, I think, is:

    Survival and Safety

    or, perhaps more idiomatically:

    Safe and Sound

    Hope that helps.

    ChrisB




  • Posted by browncatfan on 8/29/2009 at 1:37 PM Accepted
    I may have time later for some name ideas, etc., but a tag line occurred to me that I didn't want to forget:

    "Shop like your life depended on it."
  • Posted by bobbie.lopez on 8/29/2009 at 11:44 PM Author
    All great stuff...love the posting from browncatfan.
    What would the store name be?

    For the other postings...to be clear we will already have the mother branding The American Red Cross. We are looking for a name/tagline within The American Red Cross.

    For the store name, the cross symbol is important...and we are trying to communicate
    1.) what type of products we carry without being too generic in name - how do we stand out from all the others?
    2.) tell people that we are the experts, that is why they should buy products from us
    3.) pull at the emotions -which is why I like the tag line from browncatfan.

    Maybe it is a combination from Phil and the above
    +Emergency Supplies (store name) - would like to be a little less "vanilla" if possible
    Shop like you life depended on it (tag line)
    but were do we tell them about the expert thing?

    Maybe I am off base?
  • Posted by Chris Blackman on 8/30/2009 at 6:29 PM Member
    Bobbie

    Thanks for clarifying the store name.

    Is "Emergency Supplies" actually a fair descriptor? That term brings basic food, water, shelter, medicine supplies to mind, for me.

    I suspect (without seeing a store layout or stock list) that what you're selling is more stuff people need to stay out of trouble, rather than stuff then need to survive once they are in trouble. Here's a few more ideas:

    + Safely Survive the Emergency
    + Equipped to Survive Safely
    + Essential Safety and Survival Supplies

    I think it's worth noting the Red Cross is delivering emergency supplies and services to over 150 countries worldwide. A slogan like:

    + Supplying emergency equipment and relief in over 150 countries. + America.

    Might help get that message across.

    I don't think the "expert thing" needs explanation. If you were providing services through the store perhaps - but the credibility of the Red Cross would certainly be a given here (in Australia), what does you research tell you about the US market? Won't your segments know the Red Cross is a global, trustworthy relief and aid organisation?

    ChrisB


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