I am working with a really successful health/wellness brand, and I have been helping them with an overhaul, part of which has been to develop a new name: "[brand name] Wellness." They have five verticals across the organization, which are: 1. "medical" - which is the area that actually see patients and clients 2. "athlete" - deals with world-class athletes, consults on performance 3. "c-suite" - deals with high-powered CEOs and executives from large companies 4. "fitness" - gym and training vertical (they have a large gym) 5. "health" - products: supplements, and other health and fitness-related items Here's my struggle: The team has said that, overall, the brand is about "wellness" and we've settled on using the term "Wellness" as part of the legal name of the mother brand: "[brand name] Wellness". But to me, putting "wellness" on the end of the mother-brand name sometimes sounds too much like just another one of the five verticals... each of which will probably have the mother name at the beginning, also ... but maybe not.... so I've been torn about what to do... The other option is to simply use only the new brand name, without the "Wellness" as the second word. But then we have another problem: it might be difficult to figure out exactly what the company does without a qualifier like "wellness." Any help appreciated very much. If you feel you have specific expertise in this area, please let me know and I'll consider a call with you for sure. Thank you.
This is indeed a tricky challenge, and you've articulated it well. However, without knowing the missing element ("brand name" / "mother name"), it's hard for me to give you specific guidance.
Does the brand name itself suggest health and wellness (as, for example, "Hygieia Wellness" might), or is it arbitrary (as with Oscar Health, the insurance company) or even fanciful/coined (e.g., AbbVie)? Each of these directions might dictate a different naming architecture.
I'd also want to know how the sub-brands will be identified and promoted. How much interplay will there be among the five verticals?
Finally, how were the five verticals identified under the old company name? Is there an advantage to maintaining the prior sub-brand naming system?
Without that knowledge, I can only comment that "Wellness" has general, umbrella-brand connotations and does not sound "too much like just another one of the five verticals," which are quite narrowly defined.
One last thing: I would caution you and your client about #5 ("health"), which does have a semantic overlap with "wellness." Perhaps this vertical deserves a more clearly commerce-related name -- XYZ Wellness Store, for example.
Happy to chat on a call if you'd like to go into this further!
Answered 7 years ago
This is definetly a though one but I might actually have a brandname that you can consider. I am holding on to it for quite some time and have thought to use it for medical industry but never did. Drop me a line and we can syncup or I will forward you more details.
Answered 7 years ago
I've been doing this and other consulting in healthcare for many years. Recently, I have helped several companies in NYC come up with company names. Wellness is definitely too generic. It could be used with a gym, drug store, and the list goes on and on.
I am not trying to sell you on calling me. Really, I am pretty busy with my businesses and consulting. However, I need more info before I could have a greater impact in helping you.
Ask, Ask, Ask, then Ask again.
Here is $10,000 worth of information for free and in a nutshell.
Concentrate on the 3 M's. There are actually 7, but 3 will do for now. These are Market, Message, and Media. They come in that order.
Who is your target market (customer, clients, buyers, users, etc.)?
Tailor your laser focused message for this target market.
What is the best media mix to get your message to that market?
Here's what you do...first, make it an offer that is so incredible that they cannot resist. Secondly, do all the work for them. Make it so easy to make the purchase now that they can do it virtually without effort. Thirdly, give them an incentive to act right now. Fourthly, offer an almost unbelievable guarantee. Fifth, offer a bonus for acting now. There are many other incredible steps, but these steps should help the novice to the professional sell anything.
Whether you are selling B2B or B2C, you have to focus on selling to only one person. You can actually sell to one person at a time while selling to millions at a time. They are one and the same. Don't get off track, what we call digital marketing selling is just selling in print. And that has not changed since Cluade Hopkins wrote "Scientific Advertising." Really long before he wrote the book.
The secret to success: I have had the pleasure of knowing and working with some of the biggest names in business, celebrities, actors, entrepreneurs, business people, and companies from startup to billion dollar operations. The number one reason for their success is doing what they know and love while doing it in new, creative, and innovative ways.
Ask, Ask, Ask. Have thick skin and learn from each "mistake." In a short while, the market will tell you what you need to do and who and what you need to ask. But get started now even if that just means asking a contact on LinkedIn.
While you are thinking, think big and think of something at least 1% better, newer, or different. And being cheaper is not a winning strategy.
Make decisions quickly and change decisions slowly..unless you are actually going off a cliff.
Remember these two 11 letter words...persistence and consistency. They are two of the most important tools ever invented.
Treat everybody you talk to and everybody you meet (including yourself) like each is your number one million dollar customer.
Best of luck,
Take massive action and never give up.
Michael Irvin, MBA, RN
Answered 7 years ago
Access 20,000+ Startup Experts, 650+ masterclass videos, 1,000+ in-depth guides, and all the software tools you need to launch and grow quickly.
Already a member? Sign in