Question

Topic: Taglines/Names

Help Naming A Feature Of An Edtech Product

Posted by Anonymous on 9/20/2011 at 10:54 AM ET 125 Points
My client makes interactive whiteboards for the classroom. One of their main differentiators is that teachers can use ANY software with their whiteboards. Other whiteboard vendors typically require you to lock into their proprietary interactive whiteboard software that is sold with their boards. The downfall of this is it is limiting for teachers b/c they have to open a specific software platform to run the tools on the interactive whiteboard. Many teachers have to change existing lessons or create entirely new lessons to work with the interactive whiteboard software platform (rather than the software adapting to the lessons). Teachers must learn new steps to teach the same concepts with their new IWB software.

The benefit of my client's interactive whiteboard is that it is based on open architecture meaning teachers can use any software they know and love with it and they don't have to spend extra time learning how to use an entirely new software or rewriting lessons to adapt to it.

My client wants me to write a positioning paper on the benefits of using an interactive whiteboard that is built based on open architecture. They are in search of a term to use in the paper instead of "open architecture" because past feedback from the industry has told them that educators do not recognize the term or what it means. They are open to making up a word and putting some thought leadership to the market to brand it. The marketing team had the idea of "AnyWARE" but it is trademarked.

Any ideas on branding/names for the open architecture feature of the board?

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RESPONSES

  • Posted on 9/20/2011 at 11:20 AM Accepted
    A suggestion before you consider the naming/positioning paper. Have you conducted primary research that confirms that the most sought-after benefit is the open architecture, or is this conjecture based only on internal (client) discussions? Also have you identified the emotions that resonate with the target audience concerning this benefit (e.g., "I feel valued as a teacher because I can meet different student needs by using the software that is most appropriate for the student", or "I feel competent teaching because the software is something I already know, so that I can spend more time on teaching and not on the technology.")?

    If you haven't done so, I would suggest you conduct some primary research to get you these answers. This information will guide you in writing a positioning statement and developing a name that will maximize the product's appeal and your client's marketing efforts.

    Good luck!!
  • Posted on 9/20/2011 at 12:17 PM Author
    Thanks for the response, jlevin. I write case studies for the company so I have talked with a lot of teachers who cite this as one of the main benefits. And, yes, you hit the nail on the head with the emotions that are related to the benefit.

    I suppose I'll look back through the quotes from teachers concerning the ability to use any software to see if they stir up more emotions that relate to the benefit. Do you have any branding thoughts based on my feedback?
  • Posted by Jay Hamilton-Roth on 9/20/2011 at 12:40 PM Accepted
    How about: "White EveryWhere" or "White It Your Way"?
  • Posted on 9/20/2011 at 1:49 PM Author
    Hmmm....those aren't quite hitting the mark. White isn't the main message. It's more about software compatibility. I thought of one idea...

    Our Interactive Whiteboard features SoftwareFriendly compatibility, meaning you can use any software you want to deliver lessons.

  • Posted by NovaHammer on 9/21/2011 at 9:43 AM Accepted
    BroadStrokes

    UniScript

    SoftTouch Board
  • Posted on 9/23/2011 at 1:40 PM Accepted
    If I am understanding correctly, the benefits of the open architecture are as follows:
    1) if someone is already using a whiteboard with proprietary software, they do not have to re-learn a completely new software when they purchase your whiteboard - they can continue with their current software.
    2) if they purchase this whiteboard, they are not tying themselves into a proprietary software that will make it difficult to add other vendor whiteboards if desired
    3) if they have a mix of vendors within their institution, they can still use the same software


    So in giving a name to this open architecture, you could focus on the benefit of choice or sharing :

    FlexChoice
    Open Choice
    WareShare


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