Know-How Exchange : Taglines/Names

Okay, so you're in your sixth year of activity.

Firstly a cut-and-paste answer from the previous question, which will get us started: What do customers tell you when they come back for a second time? What do customers say when they've been referred by a happy customer? These are what people think you really are worth and should be included in your communication with new customers somewhere as these two kinds of customers are your very best kind.

Because your tagline doesn't need to be "catchy" it needs to SPEAK THEIR LANGUAGE. Because when you speak to them personally your best kind of customer will gasp a sigh of relief that they've found their wellness program.

All of this is to say that you're really sitting on the answers yourself (isn't it always the case?). Anything else will be generic and therefore not catchy in the way described. It'll also take a lot of getting through to people. It's said of branding that someone needs to see a name eight times for it to register. Well that's all well and good - only for your best customers using their language means they won't need to look twice as they'll already have signed up by the time they return.

I'm not going to come up with any ideas right now; it's early and I'm not on form; apols. If you get back to us with some answers we'll give you some names and taglines that'll set your program up for decades.

Can you be specific about " Moving from 'incentive' to 'disincentive' toward 2014 medical premiums"? What was your name for 2013? What has changed in your strategy for 2014?