Question

Topic: Taglines/Names

Global Alliance Of Market Research Companies

Posted by Ryan Rutan on 9/12/2010 at 3:15 AM ET 1000 Points
Hello everyone!

I am looking to name and subsequently brand (more questions coming soon) an alliance of market research companies from around the world, who want to come together under an umbrella brand.

The name should be more evocative than descriptive (PhilG & Mike, I know you will have something to say about this, but the request is based on research among research buyers, and they have determined that a descriptive name will be less effective than an experiential or evocative name). We are looking for an empty vessel, and will fill it with a robust brand awareness campaign.

There are two major target markets for the group:

The first is comprised of both local, and global research direct buyers (Marketing Executives, Brand Managers, CMOs) as well as other Market Research agencies who have projects outside their expertise or geographic footprint, and are looking to subcontract.

The second are Market Research agencies who we will target to join the group to fill a few remaining gaps in the global footprint, as well as solutions areas. Again, the audience will be top level executives, including CEOs, managing directors, owners, and boards of directors.

I want something that evokes a visual sense, that can be tied to a strong visual branding element. It should be memorable, and simple. Please also consider the .com element also, as it will be required. Other domain registries will be considered if they work well with the name (.it, .me, .no etc)

The companies across the group specialize in top level market research analysis and insight generation.

The brand communications strategy will revolve around points which include:

a global footprint - with local expertise
top level analysis - not field work
insight generation - not data dumping
consultant/partner relationship - not supplier
massive expertise consortium - across business issues and industries

I am happy to answer any questions!

Kind regards,

Ryan
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RESPONSES

  • Posted on 9/12/2010 at 6:13 PM Accepted
    I'd be interested in knowing what kind of market research you conducted among market research buyers that led you to conclude "that a descriptive name will be less effective than an experiential or evocative name." How did you design that research?

    I am skeptical that (a) it was valid, objective research; and (b) that either of your target audiences would be interested in this kind of alliance. (I could be wrong, of course, and I'm willing to be persuaded.) It's also possible that the research was valid, but that your interpretation of the findings is somehow flawed.

    Before we embark on a positioning and naming project, let's make sure the foundation is solid. Can you share details of the research and your basis for thinking there's a market for the product you've described?

    Is there really an important unmet need here, or are you looking for a way to justify your idea for this alliance?
  • Posted by Ryan Rutan on 9/13/2010 at 3:10 AM Author
    At the risk of sounding curt, I am not interested in anyone's opinions regarding the validity of the research conducted, nor their assessment of need for the alliance (as again, it cannot be based on more than an opinion).

    The research was performed across all the markets, and analysis was conducted by top experts in the field. I am not interested in questioning the results, I simply want to proceed according to the findings. I am not at liberty to disclose the results.

    There is no question as to whether a market exists or not. This is an existing group, who as a whole achieve 200,000,000 USD in turnover annually. They have operated for years as a group of autonomous business units (ranging from 2,000,000 - 30,000,000 in turnover), with various IP/solutions licensing agreements, and revenue sharing schemes. They are now interested in creating a more solid center, with a brand name that will be used at first in conjunction with their existing names, and then after a period of time, replace them altogether.

    I hope that clears things up.

    Kind regards,

    Ryan

  • Posted by Jay Hamilton-Roth on 9/13/2010 at 9:33 PM Accepted
    A couple of thoughts, Ryan (both domains are available): OneLongReach.com and ClientBullseye.com

    Given the needs of your client, a more thorough/thoughtful naming process may be worth investing in.
  • Posted on 9/16/2010 at 8:12 PM Moderator
    Jay is right, of course. If this is a serious project, get the participating companies to come up with some funding and commission a real naming and marketing planning project. Otherwise it's going to start off as a seat-of-the-pants operation and go downhill from there.

    And it sounds like it really could be a serious project, so what are you/they waiting for?
  • Posted by Ryan Rutan on 9/21/2010 at 4:08 PM Author
    I think the stated question was very clear.
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