Challenge: Electrical Quality Services was a mean nothing name.
Strategy: An electrician that sings is a little different from Acme to AAA to Advance, to Premier- etc… no originality, no memorability. We found the point of differentiation and capitalized.
Why It Worked: We printed the cards, but the wife won out with EQS. 16 years later, they bought another electrical company and changed names. But, people who got the first 500 cards- still call him Singing Joe.