Know-How Exchange : Taglines/Names

I don't go to my barber for new clothes, so why would I go to a personal trainer if I want a chef?

I think the problem is that your client is trying to do/be too many things at once. That's really going to confuse prospective customers. Most people have trouble putting too many meta-tags on a person (or a brand).

Your brand name is going to be useless if it tries to be generic -- good for almost any business. In fact, you're probably better off with ABC Company if you really insist on a single name for diverse benefits. At least it isn't confusing. It doesn't say much, but it's not confusing.

My suggestion: Brand the chef and brand the personal trainer, but not with the same brand name.

And don't let the clothing retailer cut your hair either.

While nimbly stated, your suggestion fails to acknowledge that diet and exercise are two sides of the same coin. Studies show that for weight loss, diet is more than half the battle. (https://www.msnbc.msn.com/id/28524942/)

Those that approach health holistically and use the services of personal trainers also consult with nutritionists to maximize their results. So a key element in the brand position is that these two services are combined under the same brand/person so that a truly complementary and personalized nutrition and exercise program can be developed, a convenience for which we are confident the target market is willing to pay a premium.

I am sure that an umbrella brand exists that combines the benefits of the holistic approach to health. Trick is to find it. Any takers?

Another brand differentiator is that not only does my client have the nutritional knowledge, he is an award-winning chef that can make those "diet" dishes exciting and flavorful (where the product channel can come into play).

A good haircut and nice clothes are two sides of the same coin too. (Both help you look more attractive.)

And I certainly understand that diet and exercise are key factors in weight loss. I just didn't understand that the benefit you are selling is weight loss. (Your original post doesn't include any reference to weight loss ... or any consumer benefit, unless "healthy lifestyle" can be considered a benefit.)

By the way, if the personal trainer were a professional nutritionist, then I could perhaps see the connection a bit more clearly. But when I think of a *chef* I think more about delicious food, not about fitness or weight loss.

I still think this is a bit of a stretch from a positioning standpoint. Even Oprah's personal trainer is a different person than her chef. It's hard to accept one person who has mastered both.