Question

Topic: Taglines/Names

Urgent - Apartment Name - Urgent

Posted by Anonymous on 12/28/2009 at 10:07 PM ET 500 Points
Very large apartment community in Florida. Looking to change name and image of this community in Jan 2010. property has over 1000 units. Beautiful property lots of amenities. However, not in the best area. Located on the south side of town, 20 minute form Beach. Need ideals by 12/30/2009. Closest main street (Atlantic) Name of other property that I like. (Club at Danforth, Mayfaire at Windsor Park, Paradise Island). I received a name I like looking for more ideals
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  • Posted by Jay Hamilton-Roth on 12/29/2009 at 9:18 AM Accepted
    Looking at your reviews on Google (https://maps.google.com/maps/place?cid=6293218284310495936&q=Lighthouse%2BB...), a new name will temporarily avoid the problem you have with your perception. But if you haven't addressed the underlying problems you're likely to waste money.

    No matter if you call your renamed apartments "The Hub Of Jacksonville" or "Holiday Acres" or "Woodland Hill Apartments", if you don't fix what's wrong you're putting lipstick on a pig.
  • Posted on 12/29/2009 at 8:06 PM Accepted
    Jay is absolutely right: changing the name is like putting lipstick on a pig. Your problem is NOT that the current name communicates the wrong thing, so why would you expect a new name to solve the problem?

    Even if we were to come up with a new name that says all the right things, do you think people won't notice the neighborhood? Will the property be safer? Of course not.

    The problem you have is much more serious than the name. Fix the problem. Then maybe a new name will help people notice that something meaningful is different, and that the property is worth a new look.
  • Posted by Gary Bloomer on 12/30/2009 at 11:23 AM Accepted
    Dear amorelingerie,

    A fancy name on a less than stellar product will not change the fact that the product is less than stellar. You need to fix the problems and make sure people know you're fixing the problems.

    This investment will pay off but you MUST get the product right BEFORE you begin making it pretty with a new name.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
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