Topic: Branding

Need Title For A Product Launch Event

Posted by shilpa on 125 Points
We are launching a product called Agrocrete, which is a brick made of crop residues and is much stronger than the regular conventional bricks.
We are planning to launch it and have no idea what to call it. There is no inspiration for a brick launch event: P. Need inspiration or ideas! Please help
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  • Posted by Jay Hamilton-Roth on Member
    Why not simply, "Introducing Agrocrete" or "Agrocrete: The Better Brick"?
  • Posted by shilpa on Author
    @Jay Hamilton Roth
    Hey, so there is a small issue with that. If we are naming just the event, we could have said something in the lines of Hello Agrocrete. The problem is that we are conducting the launch multiple times with different business networking groups here (there is just so much drama and politics across different groups and is a long story on why we are doing this). Since we have to do it multiple times, we want a nice name to be used across different events and that sounds good too!
  • Posted by saul.dobney on Member
    A silly question I know, but why do you need a stronger brick? I don't understand the unique selling point here. Brick buildings stand up for thousands of years already. Why, and to whom, is 'stronger' important? If you can say why, this will probably name the event for you.
  • Posted by mgoodman on Moderator
    As Saul suggests, the key to effective naming is NOT product-based. It is customer-benefit based. We need to identify the BENEFIT your primary target audience will realize when they buy/use your product. Who is the primary target audience? How will their lives be improved when they use your product? What problem of theirs do you solve? Are they complaining about the strength of their current bricks?
  • Posted by shilpa on Author
    So the USP for the brick is it is made of crop residues, which are otherwise burnt and cause climate change. By using crop residues as the key ingredient, we are capturing carbon using alkaline chemistry, that makes it stronger, plus carbon negative, which also off-sets the carbon foot print, reversing climate change in the process.
  • Posted by mgoodman on Moderator
    What's in it for customers? Do they have to wait 25 years to (maybe) see a benefit?
  • Posted by shilpa on Author
    1. The brick is stronger, and light-weight, that enables 60% faster construction. You get your property constructed way faster.
    2. Insulation is way better than that of red bricks, which creates a difference of atleast 5 degrees Celsius from outside temperature- so the cost of electricity reduces.
    3. Price differentiation- offering atleast 30% reduction in the cost of construction.
  • Posted by saul.dobney on Accepted
    In that case, I'd focus on the green benefits.

    "Brick Matters for Sustainable Buildings"
    "The Green Heart of Agrobricks"
    "Building Greener with Agrobricks"

    If you have the benefits for a premium product, why are you selling at a discount? Is there a downside we're missing?
  • Posted by shilpa on Author
    Not really, the cost of manufacturing is quite lower for us, hence the lower price. Sustainability need not actually come with premium is what we believe
  • Posted by mgoodman on Moderator
    Pricing Principle: The price you charge for a product should not be a function of your cost to produce it. It should be a reflection of its value to your target audience. Higher value merits higher price.

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