Know-How Exchange : Taglines/Names

What can you share about what will make your mushrooms better/different from the generic oyster mushrooms available in your community?
Who's your market?
Why would they care about your mushroom offering?

As an endeavor, creating a "brand" is a far more complex process than simply applying a name. A name is not a brand. The process of branding takes time and it mostly takes place in people's heads when (or because) a message connects frequently and deeply with an emotional response or desire.

Who buys your mushrooms? Why do they buy them? What is it about YOUR mushrooms that makes them better, tastier, fresher, healthier? What story do you have and can you tell potential buyers and how will your story connect with people's world views of their purchase of your mushrooms?

Jay and Gary are asking important questions. We understand that you want to create a mushroom brand, and that naming is an important element. But having a great name doesn't substitute for having a solid marketing strategy and detailed plans.

Just as you have a business plan that sets the roadmap for your business, you need a marketing plan that will serve as the basis for a Creative Brief for all the creative elements you'll need and want as you build the brand. Naming is just one of those, and they all need to fit together.

Start with a clear positioning statement that identifies your target audience very precisely. Then identify the important and unique benefit you provide for that audience. What makes you different from, and better than, whatever they're buying/consuming now? How can you support that with a believable reason-why?

Once you have the positioning statement locked up, you need to develop a creative brief that sets out the criteria for a good name. How will you know when the right name shows up? What will tell you it's the right one? If you can't define that now, how will we be able to guess what might work?

We can definitely come up with good names, maybe even great names. But without a tight creative brief, the chances we'll nail it are slim.

My colleagues make excellent points.

If your brand is based on quality, then "Fairy Top Mushrooms" will not cut it.

The fact that they are OYSTER mushrooms might give you the chance to play with the word 'pearl', but we'd need to know your USP, brand and audience to determine if soemthing like "Pearl's Oyster Mushrooms" or "Pearlshrooms" is even close to the mark ...

Thanks for the feedback so far!

I understand your marketing based questions, but there is no more to be said for this product, that's why i placed the question in this category and not in branding! There are just mushrooms i am afraid, fresh, good quality, but nonetheless a product with no real differentiation. There is no USP. The marketing plan is based on the other p's, i am not involved in that, all i need is some interesting names...! The company is based on the fact that oyster mushrooms are brought here from other areas, so now they are cultivated here. But we do not want to use a locality name, as there isn't a specialty here for mushrooms... There may be tastier, but even if they are, it is not something to potray directly in a name! It is a difficult question, that's why i gave it 1000 points, but i have to think in reverse, no matter how unorthodox, and create an impression with an interesting name on a boring product....

clients are local restaurants and local supermarkets that will sell to end users, i.e, the modern man or woman that will go shopping and buy them from there...

USP could be local growth or fresher than .... quality grown with green energy support, harvested by special olympians etc you do have some...

However if you wanted something different but based on Scientific Fact (Not plant or animal kingdom) and in-line with your original (fairytale) wish try some form of exotic temptation name.

Fruit of (or) from the Hidden Kingdom.

After all the part we eat is the fruit n'est pas?

"Commodity" is a mindset, not an inherent property of some product. Think about Chiquita bananas or Dole pineapples. We've even created a brand for titanium dioxide.

If you WANT it to be a commodity, then the name doesn't much matter, does it? Call them ABC Mushrooms. That's pretty "commodity."

I agree with mgoodman. There are many examples of brand names becoming synonymous with a given commodity, add C&H Sugar (Pure Cane Sugar segment) to the list.

That said, how about "Dewy Morning Mushrooms"?

Thanks to all for your help! Special thanks to NovaHammer for the umami suggestion, will not be used to this product but a great word to use in the future!