Question

Topic: Taglines/Names

Application Performance Company Tagline

Posted by anjana on 12/27/2012 at 7:19 PM ET 250 Points
We are building a solution that enables enterprise business to view the network traffic, prioritize the mission critical applications over recreational applications and accelerate the performance of application delivery. We are looking for a precise tagline that captures visibility, traffic management and acceleration in the tagline.
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RESPONSES

  • Posted on 12/27/2012 at 8:07 PM Accepted
    Hold on. Let's understand the target audience before we try to cram a dozen buzzwords into a 5-word tagline. Who exactly is the target audience? Where?

    What is the name of your company/product? What important end-benefit do you deliver? How is your solution different from, and better than, that of competitors?

    If you can communicate one compelling single-minded benefit in your name/tagline, you should be ecstatic. If you try to do more than that, you will ultimately communicate less. The tagline is not a sales brochure; it's a positioning vehicle.
  • Posted by anjana on 12/27/2012 at 8:13 PM Author
    Target audience is any enterprise who use network to do business. Our solution consists of deploying a hardware in the enterprise WAN that can enable them to see what is using up their network bandwidth, enable them to prioritize mission critical applications and optimize the network traffic that would improve their business. In essence, we will enable any enterprise to view, manage and accelerate application traffic in their network.
  • Posted by Jay Hamilton-Roth on 12/27/2012 at 8:51 PM Accepted
    Is this a dashboard product (software to view hardware stats)?
    Who in the organization is likely to be interested in it? CIO? IT staff?
    What size organization is likely to benefit from your solution?
    What sort of benefits are companies seeing using your product?
  • Posted by anjana on 12/27/2012 at 9:33 PM Author
    It will be a dashboard style monitoring platform. The dashboard will be accessible through the company website home page by logging in. The Network administrators (IT staff) will be interested in viewing the dashboard to view the network status, application traffic flowing in the network. A mid-size company doing business using inter or intra network will be interested. The idea is that critical applications should have preference on the network bandwidth than the recreational or social applications. So any organization that does business using network and would like to speed up their applications would be interested in our product.
  • Posted by SteveByrneMarketing on 12/28/2012 at 1:51 AM Accepted
    It's difficult for me to completely understand what you plan to build and for which segment, for example would your competitors have a link here ...
    https://www.slac.stanford.edu/xorg/nmtf/nmtf-tools.html

    What is the brand name of the leader in the segment you are chasing?

  • Posted by anjana on 12/28/2012 at 2:00 AM Author
    We are more than a network monitoring platform. Some of the companies/products that are in the same segments are riverbed, bluecoat, aryaka.
  • Posted by SteveByrneMarketing on 12/28/2012 at 2:23 AM Member
    Got it. So Riverbed, Blue Coat and Aryaka are all solid companies doing hundreds of millions in revenue, with great resources ... how are positioned to take market share away from them? What does your strategic planning say?
  • Posted by Moriarty on 12/28/2012 at 4:55 AM Accepted
    Okay: you have competition from Riverbed, Blue Coat and Aryaka - plus a dozen more that are established and profitable. They have lots of money to spend on marketing.

    Mr Goodman is right about positioning. Because focusing on your best clients in your advertising is the cheapest form of advertising out. Speak to them directly and you will speak to the others even so. Because this is essential marketing psychology: even when you try to communicate to everyone, you still do it in your own style. There will be people who like your style, and those who don't. Because if you are to prioritize, you have to put things into second place too: so prioritize what you do best.

    If your customers like your style, they will be more likely to buy from you, sign up to your autoresponder series and in the coming months, make a purchase. A quick look at the websites of the above companies and none of them are chatting with their audience. They are speaking into thin air and wondering why people don't notice.

    Possible taglines:

    AnJana Optimizes your system for accelerated delivery (*replace your name with your brand)
    Accelerates and Optimizes your systems.
    Acceleration and Optimization by AnJana WAN System Controls (controls = some description you prefer)
    Are Your Servers Overheating? AnJana WAN systems cools them down.

    What do you think?

    Moriarty xx

  • Posted by Jay Hamilton-Roth on 12/28/2012 at 8:44 AM Member
    Look Smart. Tune Your Network.
    Unsnarl Your Traffic Headaches
  • Posted by charles.stannard on 12/28/2012 at 2:42 PM Accepted
    Trafficking the Traffic
  • Posted by SteveByrneMarketing on 12/28/2012 at 3:34 PM Member
    To review your input:

    1) at one point you state the "target audience is any enterprise" ... when previously you stated the target as "a mid-size company". I suggest you go with the mid-size company target.

    2) you state a customer benefit of "to speed up their applications". Most of your other statements about your product seem more like category/segment product features, so if you go with "faster" as in "faster than your competitor's offerings", you will have a benefit based positioning claim - "The Faster Network Monitoring & Management Platform"

    3) you are still building your product, so you will need to delay committing to a "faster" claim until you can confirm this claim with real customer testing and feedback.

    4) You might have "the cart before the horse". Why finalize a tagline before you finalize your product?
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