Question

Topic: Taglines/Names

Naming A New Software Product

Posted by Anonymous on 2/22/2011 at 2:21 PM ET 250 Points
We are a mid sized software company and have been in business since 1993. We recently developed a new product that we need a new name for.
The product is a complete all-in-one offering including CRM (sales, marketing, customer service), Project management, Accounting (invoice, payment & billing accounts, fixed assets), Manufacturing management (MRP), Advanced e-commerce, Point of Sales (POS), Sales and purchase order management, Warehouse management, Fulfillment (auto stock moves, batched pick, pack & ship), Work effort management (events, tasks, requests, etc), and more.

We dont want to use our current company name, this will be a different name with its separate website and branding.
Thanks for all your help.
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RESPONSES

  • Posted by SteveByrneMarketing on 2/22/2011 at 5:22 PM Accepted
    Agreeing with Phil and would add "who are your competitors?

    This is a hot marketing segment with great known brands at the enterprise level, and also with many brands targeting small business. How are you targeting prospects and differentiating yourselves?

    Steve
  • Posted by Jay Hamilton-Roth on 2/22/2011 at 5:29 PM Accepted
    There are a multitude of ways you can go - everything from "Big Banana Solutions" to "Corporate Multiverse Software". But your naming process needs to start with a few things:

    1) Who exactly are you targeting? Who's making the buy decision?
    2) What makes your software better/different from all the others?
    3) What types of names are you attracted to (meaningless acronyms, metaphors, jargon, etc.)?
    4) What types of names are your customers likely to trust? Why?
  • Posted on 2/22/2011 at 7:10 PM Accepted
    Jay has asked the important questions: Who is the primary target audience? What unique and important benefit does your product offer to that target audience?

    Naming and positioning are serious topics and decisions, and they should not be determined based on a half-baked selection methodology. I'd strongly recommend that you get some outside expertise on the subject. There are a number of us here who can help you, and/or you can post a project in the Hire an Expert section of this website. (See link in the column at the right.)

    This is something that requires in-depth understanding, not sound-bites. You'd be well advised to spend some money on professional fees for Positioning and Naming expertise.
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