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What's the perfect name for our new body filler and putty products?
Challenge Type: business
top 50%
67 months ago

 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. 


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
Reward Tiers
Top 10%
will share $1,000
Next 15%
will share $400
Next 25%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
$41.70 Samantha Thompson Brock University
$41.70 Kyle Townsend High Point University
$41.70 Meg Plooy University of York St. John
$41.70 Ashley Koranteng George Mason University
$41.70 Weeam Ben Rejeb McGill University
$41.70 chidinma ogbu University of Texas at Dallas
$41.70 Pedro M University of Providence
$41.70 Maria Belanger Langara College
$41.70 Arefeh Sherafati Washington University in St. Louis
$41.70 Rafael Hoekstra Universitat Rovira i Virgili
$41.70 Vivek Patil
$41.70 Michelle Sanchez Dickinson College
$41.70 theophilus Adatsi university of ghana
$41.70 Julia Sigal
$41.70 Ryan Holcombe Virginia Polytechnic Institute and State University
$41.70 Mike Mallen Penn Foster
$41.70 Jamal Syed Karlsruhe Institute of Technology
$41.70 Sharicia Mason Jacobs University Bremen
$41.70 Gimhani Uthpala University of Moratuwa
$41.70 Nicholas Fermin University of Central Florida
$41.70 Victory k. Joseph Stratford university
$41.70 Joseph Illingworth University of Utah
$41.70 ganesh kumar Anna University
$41.70 Joseph Eavarone University of Central Florida
$11.40 Hayward Chan University of Toronto
$11.40 Juanita Robinson not currently enrolled
$11.40 Austin Jeffers
$11.40 Lisa Silshtut DePaul University
$11.40 Jenna Hein University of Memphis
$11.40 Joshua Zorn University of Wisconsin - OshKosh
$11.40 Sumana Mahata California Institute of Technology
$11.40 Nina Younadam San Diego State University
$11.40 Katie Bauder Simon Fraser University
$11.40 Clara Birch University of Toronto
$11.40 Madison Rae Pennsylvania State University
$11.40 Francis Daniel Santia Harvard University
$11.40 Harmony Mohr University of Pittsburgh