-----BEGIN PGP SIGNED MESSAGE----- Hash: SHA1 Graham Lauder wrote:
> A catch phrase or positioner should flow from the tongue easily, they should > require zero memory input because they seem to go together naturally. It > should if possible convey multiple messages / meanings. While > "Participation Enabler" is an excellent phrase to run with in a presentation, > for this function it's too wordy, the words are clumsy. > > "Open. For Business" works on a number of levels and at the same time has a > familiar ring as well as being instantly memorable. A couple of years ago, "Open. For Business." was selected as our positioner, but to be honest, I haven't seen it used much. Since that time, American Express has come up with that same exact positioner. Although I believe that we had ours first, I think we do need to change it for a couple of reasons now that AmEx is using it. First, although I think we had it first, AmEx is bigger and more well-known, so I think the public will (incorrectly) see this as us copying AmEx. Second, we have the potential to be facing a trademark dispute lawsuit. Although I think we had the positioner first, and would likely win in any such litigation, the litigation itself would be incredibly expensive and create a huge financial burden on the project. As the person who initially suggested the current positioner, and who really likes it, it pains me somewhat to say that we do need to change it. That being said . . . I agree with what Graham has said. A positioner does need to be catchy, it needs to roll off the tongue, it needs to work on several levels, it needs to be short, and it needs to be make instant sense to people who have never heard of the product (without requiring any kind of explanation). So, whatever we replace it with, it has to meet those criteria. - -- Steven Shelton Twilight Media & Design www.TwilightMD.com www.GLOAMING.us -----BEGIN PGP SIGNATURE----- Version: GnuPG v1.4.5 (MingW32) iD8DBQFG2shXKP0FWmSVanERArTbAJ9d5FYHJS27B2j55lfIT7KcJQ4UTACdEJFs VZokofUpPnWfJqsGWxfybhE= =IEne -----END PGP SIGNATURE----- --------------------------------------------------------------------- To unsubscribe, e-mail: [EMAIL PROTECTED] For additional commands, e-mail: [EMAIL PROTECTED]
