Know-How Exchange : Taglines/Names

Project Growth
Flourish

Thank you for your reply. I see your point about people who don't know about the disease. And your logic in not using a catchy phrase. Let me put it this way - our audience is people who are affected. This may include individuals, family and friends, who do know about the condition but may be reluctant to become generous donors because they aren't aware of the important research they would be supporting. We also want a brand name that is appealing to the pharma/biotech companies, they are one of our targets. The tag line for our organization is "striving for answers" so I'm not sure if "finding a cure" differentiates the research aspect from the work we do with patient support. Typically, when you first find out that you have this disease the intial diagnosis is often wrong and you are given very little information about your options. This is because the health care community, with the exception of neurosurgeons, knows very little about it. Ultimately those afflicted turn to us for answers. While we have been supportive of research for many years we recently changed our focus to put more emphasis and more of our resources towards research. In branding we are looking to distinguish research from patient support. Thanks.

I'm sorry I wrote in response to Levon and rawpoker before but I guess I didn't hit the publish button. (or did it get posted and I just can't see it)?

Levon, thanks for your thoughts. Your words are uplifting and encouraging. We need something that relates those concepts to the product (research project). I think you are on the right track.

Rawpoker, Thank you for taking the time to write. After showing your post to our president she came up with AngioBank based on your idea. My concern is that angiomas describes a wide range of blood vessel malformations while the ones we are concerned with (cavernous angiomas) are located in the brain.

Please let me further clarify here. We do look for donors of tissue and information. But the main purpose for our branding effort is to attract financial donors. It takes a good deal of money to transport and store tissue in the Biobank. We also run genetic tests looking for gene deletions. More money.

Branding a research program for fundraising success

We are a patient organization called Angioma Alliance for a disease called cerebral cavernous angiomas (www.angioma.org). This disease creates abnormal blood vessels in the brain that hemorrhage and grow causing neurological deficits and seizures.

We run a DNA/Tissue Bank and clinical database as part of what we do - we collect blood samples and surgically removed cavernous angioma tissue as well as medical history information from people who are affected by the illness. These samples and the accompanying information are stored until they are needed by researchers anywhere in the world.

The impact is huge: we provide a resource for researchers that they have difficulty obtaining for themselves at little or no cost to them. We are helping to move knowledge about the disease forward at a faster pace than it otherwise would with the eventual goal of finding a cure.

We would like to brand the DNA/Tissue Bank and clinical database to make it more appealing and understandable to potential financial donors (and to potential enrollees, but this is a lesser issue). When our members host fundraisers to support the DNA/Tissue Bank, we need a simple yet exciting way for them to convey the importance of the resource. A new name and a tagline would be most welcome.

OK. So now it's about fund-raising. Who are the most likely donors? Said another way, who is the ultimate target audience for your message? Are these a few wealthy benefactors, kids in school bringing in their loose change, corporate types, middle America, urban do-gooders, families of those afflicted, other?

The more narrowly you can identify who the target audience is, the better job we can do of coming up with a name for your program. Who is really going to donate, and why?

You need a clear positioning statement at the heart of the Creative Brief.

Thanks mgoodman. I'm posting on behalf of Angioma Alliance. What we are doing right now is closing this specific question (based on your feedback, there was definitely some additional thinking needed by our organization to make this request clear), rewriting, and then opening a new question. Your responses have really helped to clarify what we need to do and I'll be trying to address them in our next iteration. Thanks so much to you and to the others who have taken the time to post. I should have the new, improved question up later today.