Know-How Exchange : Taglines/Names

OK.. good question...

So, yes, Geox is unique due to its patented breathable sole.. The Owner came up with that name because he tied the Earth (the sole portion) and the science X (breathable sole).

We have some different technology being offered.. breathable and waterproof materials, moisture wicking technology, and antimicrobial properties with lightweight directed injected soles (sole is directly attached to shoe. never separates).

Basically.. our goal is to sell technology.. take the focus away from the shoe.

I guess... our uniqueness would be climate control. High performance materials that can absorb heat from foot and dissipate it to the outer atmosphere. wicking moisture from inside of shoe to the atmosphere. Keeping your child's feet cool and dry all day.

I'm a bit of a skeptic when it comes to the technical positioning of a children's shoe brand. I suspect that technical performance is NOT the main consideration when a parent selects a shoe for his/her child. It is more likely style/appearance, comfort, and/or will-the-child-wear-it.

Before we embark on a naming brainstorm, I think we need to understand how parents make the purchase decision for their children's shoes. Have you conducted interviews with the target audience? What did the parents say? What words did they use?

I've been involved in positioning, naming and branding strategies for scores of brands across dozens of categories -- B2B and B2C -- and I've learned that the best ideas come out of the mouths of the target audience when they are responding to high-gain questions.

That's where I would urge you (and we) begin. WE are not the experts on consumer attitudes and behavior when it comes to children's shoe brand preferences. The consumers are.

MGoodman... My target market cares about the F&B of a shoe and of course how well they wear. They judge a shoe by the following:
How long it lasts
the odor factor
sweaty socks
comfort
overall construction of shoe ( if shoe stays intact and doesn't tear apart)
durability of the outsole (no holes in the shoe soles)
and lastly style/appearance.

Basically.. they want a shoe made out of flexible steel thats stylish. LOL...

Hope this helps.

1. A kid's shoes will last longer if they sit in the closet and are not worn. That's not the goal, right? Who is the judge of comfort/kids-will-wear-them? Do parents mostly take their kids' words for that information? Or do they try to impose their own "truth" on the kids?

2. I actually have some category-related experience. It's my understanding that most kids outgrow their shoes before they wear them out.

3. The benefit of breathe-ability is comfort, right? (When feet are cooler/drier, they are more comfortable.) So maybe parents will believe a claim of cooler/drier and translate that to greater comfort ... and thus kids-will-wear-them.

4. Things like the odor factor, or sweaty socks, are not going to be top-of-mind until the shoe is in use. When making a purchase decision there is no way to pre-judge performance for odor-factor/sweaty-socks ... except possibly a claim. I'm not sure you want to position your shoe brand as delivering the absence of a negative. (This associates the negative with your brand.)

Possible naming direction: Suggest that shoes will enable a kid to play better/faster (because their feet are cooler/drier):

Lightnings
PowerPeds

geoWix

TechKicks
TechChucks
BreathKicks

Kick and chucks are both nicknames for shoes.

Transpire (meaning: "to give off or exude watery vapor especially from the surfaces of leaves" and sounds like "transport + inspire")
Freerun(ners)
Cloudrun(ners)

1. A kid's shoes will last longer if they sit in the closet and are not worn. That's not the goal, right? Who is the judge of comfort/kids-will-wear-them? Do parents mostly take their kids' words for that information? Or do they try to impose their own "truth" on the kids?
a) Parents judge this by how the shoe is worn or lasts. They don't want to purchase shoes every month for their kids. They would rather purchase a better quality shoe that lasts till they are outgrown.


2. I actually have some category-related experience. It's my understanding that most kids outgrow their shoes before they wear them out.
b) Most boys kill there shoes before they outgrow them.

3. The benefit of breathe-ability is comfort, right? (When feet are cooler/drier, they are more comfortable.) So maybe parents will believe a claim of cooler/drier and translate that to greater comfort ... and thus kids-will-wear-them.
c) Breathability really doesn't add comfort but instead allows air to circulate inside the shoe reducing sweaty feet , odor and bacterial odor.


4. Things like the odor factor, or sweaty socks, are not going to be top-of-mind until the shoe is in use. When making a purchase decision there is no way to pre-judge performance for odor-factor/sweaty-socks ... except possibly a claim. I'm not sure you want to position your shoe brand as delivering the absence of a negative. (This associates the negative with your brand.)
d) Most parents have negative experiences with the previous shoe therefore are looking for a better shoe for there kids. They are toking for shoes that have these benefits and once worked, will be tested by the parent. and yes, they will be the judge and jury.

Let me give you some brands out there that have nice names...
Primigi
Naturino
Kids
Lelli Kelly
Stride Rite
Right Step
Start Rite
Geox
Hush Puppies
Ugg
Plae
Native
Crocs
Imac
Kickers
Umi
Ecco

keep the ideas flowing.. we are almost there... just post the proposed names... when something sticks.. it will jump out..

Thanks