Challenge: Brand a tax preparer who wants to specialize in doing returns for military overseas and ex-pats.
Strategy: Make it clear that the client was an authority on military tax returns.
Why It Worked: Play on words, while a Major is only an 0-4, who wouldn’t want a “Major tax return” to come back from the IRS.
Challenge: Very few people know what a Geographic Information System is capable of, and fewer know how to make it sing. This one man shop had to look big quick.
Strategy: Despite being a thought leader in the field of GIS, our client needed to convey mastery. The last thing he needed was to sound like a law firm with some string of names, we were looking for something that would connect with people looking to hire a GIS Jedi.
Why It Worked: Trope (ontology), properties, qualities, and attributes plus Geo as in Earth makes for a pretty good description of what he does. The X marks the spot, as well as alludes to tropics, a region.
Challenge: The original name of this company CRA Consultants. It said nothing about what the company did or why you should care.
Strategy: A highly technical process for recycling hazardous FeCl2 and returning HCL to industrial users- while creating nano materials for magnets isn’t easy to sum up. We had to work a little alchemy to turn this brand into something of value.
Why It Worked: If you do a search for “Recharged Particles” you won’t find anyone else. Plus, it explains what the process ends up with- a magnetic material that’s particle sized.