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| RoundAbout Rooms |
The Challenge: | |
| Here's an interesting case. This client came to me with a new twist on a very old concept. The traditional name for their product was a "yurt". This was a type of nomadic dwelling used in Central Asia, made out of wooden poles and animal skins. In its 21st century reincarnation, this new yurt was portable, panelized, modular, easy-to-build, comfortable and environmentally-friendly. It had all the makings of redefining the category.
Whenever this type of opportunity appears, (and it's not often), it's best to create a new brand name that can define the product while creating a new category. (i.e. RollerBlades, Frisbees) They had been using the name YurtBoy, which played off the existing generic word. This simply gave the appearance that they had modified an old product rather than innovated a new one. That would be the equivalent of Rollerblades being named StraightLine Roller Skates. So rather than defining a product within an old paradigm, it's often better to create a new one. So we looked for an intuitive name that consumers would easily adopt and utilize whenever they described a yurt-like product. We hit upon the name RoundAbout. It seemed to fit the modern look yet the comforting feel of the tepee-like structure. There was a surrounding sense about the product, a presence of peace and quietude that invited contemplation and relaxation. RoundAbout seemed to capture that feel. Bottom line? The company is now in the planning stages of delivering the products nationwide. So if you're looking for a great new name, surround yourself... with brilliance! Just click on "Getting Started" for illuminated brand name development.
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Create a name that will define an entire category.
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