What's the perfect name for our new body filler and putty products?
business marketing strategy marketing branding consumer insights insights
$1,600
top 50%
235
submissions
DONE
12 months ago
Small pic screen shot 2017 06 30 at 10.56.34 am

 Our company is launching a new line of innovative automotive body filler and putty products designed to meet the needs of consumers tackling many automotive and household repair problems. Whether you have a ding or dent in your car, rock scrape on your boat, or cracks in your home walls, we will have the right product for your repair.

We need your help in creating a compelling name for our new sub-brand, which will be bolstered by our well-known company brand. The new sub-brand has the benefits of being durable, non-shrinking, and permanent while drying quickly and being easily sanded and painted. Despite being an automotive focused product, many carpenters and residential contractors use the products in their daily repair jobs. Thus, the new brand will be marketed to both homeowners and auto Do-it-Yourself customers.

The sub-brand is currently positioned as mid-tier (neither premium nor value) and has the potential to appear on-shelf at stores like Home Depot, Lowes, Advance Auto, NAPA and even Wal-Mart. 

Deliverables

Create and invent new names which concisely convey the market position, benefit promise, or functional use of the product. Specifically:

  1. Propose at least one name for this product. 
  2. Propose a brand tagline to pair with your brand name.

Top solutions will meet the following criteria:

  • • Appeal to homeowners, contractors, and auto do-it-yourselfers.
  • • Appeal to shoppers who tackle tough jobs themselves.
  • • Convey a versatile product with many uses, yet retain its automotive roots.
  • • Avoid names which convey a highly technical aspect or make the product seem too difficult to use.
  • • The new name should be smart/clever and compelling, but not "hokey" or humorous in tone.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
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