Question

Topic: Taglines/Names

We Need A Brand Name For A Cosmetic Bag Range.

Posted by Anonymous on 9/6/2010 at 9:48 PM ET 250 Points
We are extending our range of cosmetic bags and toiletry kits. Tender Love + Carry (cosmetic bags for girls) and Tough Love + Carry (tolietry kits for guys) are distributed through pharmacies and a limited number of gift stores. Both brands are sometimes abbreviated to TL+C.

We have recently identified an opportunity for a new, smaller collection of designer bags that would retail at a higher price point and have a higher design content than our existing ranges.

Instead of pharmacy we would focus on gift and department store as our primary distribution channels for this range.

Because of the different design and channels to our current range we would like to develop a sub brand that differentiates it from TL+C but isn't completely isolated from it.

Can you please give some ideas on what would be a good fit?

See www.tenderloveandcarry.com to see how we currently apply our brands.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 9/6/2010 at 10:54 PM Accepted
    TL+C petite or TL+C junior
  • Posted on 9/6/2010 at 11:03 PM Author
    Thank you for the idea. We would probably want to try and differentiate it a little more than have TL+C contained within the brand name though. Esentially we want to give it a new identity without having to redefine everything like our websites etc. but still allow a loose connection to be made.
  • Posted on 9/7/2010 at 10:43 AM Accepted
    Have you spoken with some of the people who would likely buy the product at the department stores and gift stores where the new product line would be available?

    If I were the brand manager (or marketing vp, or whatever), I'd first try to define the target market for the new distribution product and be very clear about how they're different from the people buying the current product at pharmacies. (After all, you don't want to cannibalize your existing business and lose distribution as a result.)

    Then I'd probably conduct some qualitative research among that group (of "new" customers) to see what words THEY use to describe their unmet needs and what they'd expect from a product like yours, where they would expect to buy it, what they'd look for in the product design, etc.

    That would not only ensure that the product design really meets their needs, but also provide a rich list of words and concepts that would help position and name the product.

    Let me know if you'd like to discuss in more detail offline. (Use email address in my profile.)
  • Posted on 9/8/2010 at 12:50 AM Author
    Thanks for your comments, we have spoken to some of the people that would buy the range (we actually became aware of this opportunity through approaches from them) but haven't asked them specifically for their suggested brand names.

    I thought it might be a better option to put some suggestions to them and get their feedback as opposed to asking them for input in brainstorming but maybe this is the wrong approach?

    We will send you an email to discuss further.
  • Posted on 9/13/2010 at 3:05 PM Moderator
    Tim,

    I wouldn't ask directly for suggestions about a brand name. They would probably be terrible at coming up with those.

    Rather I'd ask about the benefits they would expect, the reasons they might buy, their attitudes toward the current product (and competition, if any), etc. I would ask about other products that are doing well with the same kinds of people, etc.

    Then I'd give the transcripts of those interviews to a professional branding person and give them the assignment.

    Of course, if you have some candidates already, you might want to ask for reactions to those at the end of the interviews. No reason not to.

    Let me know if/how I can help.
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