The Ask
Bernzomatic, the market leader in torches, needed a strong positioning and name for a new retail product. The new offering needed to attract the "Maker" consumer subsegment without alienating current product users.
We Answered
The name the client selected, FirePoint Creator Tool, speaks to how this new, easier-to-use torch unleashes the Maker's creativity while giving a strong feeling of control over the flame. We also worked hard on the generic descriptor in this case. By referring to the product as a "Creator Tool," rather than simply a torch, we were able to underscore the product's intended use and how it meets the audience's needs.
Services
Naming, Brand Strategy, Sub-Brand Positioning, Consumer Insights, Work Session Facilitation
Happy Client Says
"BrandTrue led a thoughtful, rooted-in-consumer-insights product naming process while helping foster best practices with our team. The result: A slate of names - and a final name - that met all project objectives while also elevating team collaboration on the overall product positioning and launch plans. Well pleased with BrandTrue's work and Rebeca's leadership on this project." -Janna Stanford, Sr Marketing Manager
