Question

Topic: Taglines/Names

Kpo Company

Posted by petitpebbles on 6/4/2014 at 2:16 PM ET 125 Points
Hi,

We are currently looking for a new tagline for our company. We provide multiple services and business analytics solutions across industries like Banking, Financial Services and Insurance, retail, CPG, telecom, healthcare. We provide business solutions in Customer Insight analytics, Pricing analytics, Market campaign analytics, sales force optimization, social media analytics etc. We listen and understand both said and unsaid needs of the client and design a comprehensive solution to delight the client.

We would like to express that we are experts in what we do but don't want to use words like research, analysis or experts. We want something that shows we want to build relationships and we can deliver quality in short time.

Please help me.

Thank you
March
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RESPONSES

  • Posted on 6/4/2014 at 2:27 PM Accepted
    You may want to redirect your thinking to the BENEFIT for your clients. Everything in your description deals with what you DO -- and the range suggests that you have multiple target audiences.

    What's the name of the company? Does that give a hint of what you do, who you serve, or what benefit a client might expect? What's the current tagline, and what is driving the desire to change it?

    Building relationships, quality, and fast turnaround all sound like generic features, so they are not likely to mean much as tagline communication points. (Anyone/everyone says stuff like that.) Much better if you can promise and deliver an important and unique benefit.


    P.S. What is a KPO Company?
  • Posted by Jay Hamilton-Roth on 6/5/2014 at 8:33 AM Accepted
    (Aside: KPO = Knowledge Process Outsourcing)
  • Posted by petitpebbles on 6/5/2014 at 10:52 AM Author
    At the moment our tagline is research and analysis experts but we want something that expresses that our clients benefit from our quality and the quick work we deliver. We build long term relationships with our clients and adapt our work to meet their standards.
    I hope this input gives more insight. I would be very thankful if someone could help me out with some ideas.

    Thanks
  • Posted on 6/5/2014 at 4:05 PM Accepted
    Just a quick reaction on one point:

    You write that you " ... adapt our work to meet their standards." Be careful with that. It could mean that you'll do crappy work for clients with low expectations.

    I'd still suggest that "quality" and "quick work" are not unique or remarkable, and that "building long term relationships with our clients" isn't an obvious benefit for clients.

    You should really try to capture a client benefit that sets you apart from others in your industry.
  • Posted by Jay Hamilton-Roth on 6/5/2014 at 4:05 PM Accepted
    But your competition can likely say "that our clients benefit from our quality and the quick work we deliver" and they are also "research and analysis experts". What makes your company special in the eyes of prospective clientele?
  • Posted on 6/5/2014 at 4:11 PM Accepted
    One of the things we usually try to do is come up with a Positioning Statement that includes FIRST, BEST or ONLY. Then that becomes a communication goal for the tagline. What is your FIRST, BEST or ONLY?
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