Know-How Exchange : Taglines/Names

The "Best Way" for who? The developer? The region? The future residents?

The problem is that too many RE names sound alike, making it difficult to distinguish and remember one from another.

One solution involves writing a short story about the place. For example, there was an upscale residential development being built in a desert canyon area of Southern California. I went to the site and imagined a wild herd of horses lead by a beautiful red stallion. The red horse was chased by cowboys into a canyon, and then he remarkably escapes capture by their lassos .

The short story became "The Legend of Red Horse Canyon" (printed in sales materials) and the development was named "Red Horse Canyon" (the logo was slightly reminiscent of the Ferrari horse logo). Just one of many ways to approach RE development naming with a difference.

Another example is "The Boathouses on the Bay" ... but that's another story.

Geographically. Or by buyer preference. Or by the type of real estate begin developed.

Best way is to prepare a great Creative Brief and hire a talented and professional copywriter or naming expert. How many times have we all learned that compromising to save a few bucks (by hiring an amateur or doing it yourself) yields sub-standard results. The key in this case is the Creative Brief.