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Objective: Develop a creative and compelling name for a new cleaning product as well as names for several key features.
Result: A name that perfectly captures working in harmony.
When Bissell needed a name to get their new vacuum and steam mop the attention it deserved, they came to Ideas To Go for an online session with a group of creativity-trained consumers, the Creative Consumers® associates. Because the product is unique in its ability to vacuum and steam at the same time, the challenge was to find a single-minded message that would:
Encompass “superior clean in just one step.”
Appeal to a broad range of consumers.
Fit within a newly re-defined brand.
Revitalize advertising within the steam category.
To accomplish this goal, 14 Clients and 20 Creative Consumers® associates worked together via e-deation® services. Led through creative exercises by one of our expert facilitators, the Creative Consumers® associates entered their name ideas for the vacuum/steam mop and its features, as the Core Group client members followed along and added their own ideas. Together they came up with 5875 ideas. Core Group members then Championed their favorites, and voted on all the names to form a high-interest list.
From this extensive list of functional and creative names, the team culled the lead 100 to take through the legal process and testing, resulting in the winning name to take to launch. We applaud their choice of Symphony - a name that perfectly captures working in harmony. Take a bow, Bissell!