Product naming preliminary june 23 2010
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Product Naming - Preliminary June 23, 2010. Product Naming Key Touch Points. Product Benefits: Superior Durability Impact Resistance Realistic Texture Life Long Vibrancy Warranty. Consumer Demand Long Lasting Home Enhancement Selection Low Maintenance. Mandatories : Tell a Story

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Product Naming - Preliminary June 23, 2010

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Product naming preliminary june 23 2010

Product Naming - Preliminary

June 23, 2010


Product naming key touch points

Product Naming Key Touch Points

Product Benefits:

  • Superior Durability

  • Impact Resistance

  • Realistic Texture

  • Life Long Vibrancy

  • Warranty

Consumer Demand

  • Long Lasting

  • Home Enhancement

  • Selection

  • Low Maintenance

Mandatories:

  • Tell a Story

  • Resonate Toughness


Variform products word cloud

Variform Products Word Cloud

  • Word Cloud generated from all copy on the Variform website - siding category. Larger words indicate higher usage. [Word: “Siding” and “Home” omitted] : Observation – Much energy spent on selling aesthetics as a benefit.


Competing products word cloud

Competing Products Word Cloud

  • Word cloud generated from each recognized competing products online descriptions[word “siding” omitted]

  • Observation: Pretty equally balanced between aesthetics and benefits


Siding brands observed

Siding Brands Observed

Alside

Norandex

Royal

Vytek

Heartland

Gentek

Revere

Napco

Crane

Certainteed

Mastic


Word pool built on toughness

Word Pool Built On Toughness

Bond

Brawn

Mighty

Sturdy

Resilient

Rigid

Rugged

Seasoned

Hefty

  • Solid

  • Stiff

  • Stout

  • Tight

  • Fierce

  • Firm

  • Enduring

  • Conditioned

  • Permanent

Resistant

Fortified

Secure

Bolted

Riveted

Indestructible

Shatter Proof

Everlasting

Immortal

Lifelong

Anchored

Reinforced

Heavy Duty

Well Built

Dependable


Word pool built on defense

Word Pool Built On Defense

Shield

Armor

Centurion

Defender

Dreadnought

Valiant

Fortify

Allies

Guard

Protect

Safeguard

Citadel

Palisade

Fortress

Rampart

Bastion

Stronghold

Security

Defense

Barrier

Vanguard


Word pool built on best and descriptors

Word Pool Built On Best and Descriptors

Crown

Vertex

Meridian

Confirmed

Sure

Proof

Paramount

Transcendent

Summit

Advantage

Extreme

Assurance

Elite

Select

Extreme

Guard

Choice

Durable

Frontier

Optimum

Clad

Superior

Maximum


Word pool built on meteorology and metals

Word Pool Built On Meteorology and Metals

Vortex

Typhoon

Gale

Jet Stream

Cyclone

Divergence

Weather

Katabatic

Surge

Vorticity

Zonal

Shear

Wind

Whirl

Climate

Element

Season

Zephyr

Gust

Squall

Tempest

Velocity

Prevail

Geostrophic

Force

Clad

Carbon Steel

Tungton

Alloy 1090

Element

Titanium

Chromium

Emory

Plate

Vein


Word pool built on foreign language

Word Pool Built On Foreign Language

Duro – Italian – Tough

Sterkur – Icelandic – Tough

Eros – Hungarian – Strong

Forte – Italian – Strong

Durevole – Italian - Durable


New 046 vinyl siding product

New .046 Vinyl Siding Product

Name Recommendations


Name recommendations

Name Recommendations

[ In No Particular Order ]

Varitex 046

Citadel

PermaShield

Centurion 100x

WeatherWarrior

EverlastElite

DuroBond

Vanguard Select

Bastion

Lifelong

Vortex Extreme

EnduroMax 1090

Valiant

RhinoHide

Element-22


Name recommendations preferred

Name Recommendations Preferred

Varitex 046

PermaShield

Vanguard Select

Vortex Extreme

EnduroMax 1090

RhinoHide

Element-22


Name recommendations explained

Name Recommendations Explained

  • Varitex 046

    As Variform’s new top end product this offering merges company name with client preferred “Vortex” lending a technical, tough and scientific sound to the product name to resonate with consumers based on demand for a long lasting high performance product. This name also dove-tails nicely with the phase out of Varigrain Preferred. The inclusion of 046 in the name obviously calls out materials thickness which is a key selling point.


Name recommendations explained1

Name Recommendations Explained

  • RhinoHide

    RhinoHide by Variform is built to stand the test of time and endure mother-natures worst conditions. Unusual imaging and a reputation for one of the toughest creatures on earth leaves room for correlating an interesting story around the product. The RhinoHide name is extremely unusual for the category but oozes toughness and durability and might just cut through the clutter.


Name recommendations explained2

Name Recommendations Explained

  • Element-22

    A clever way to say tough, sleek, and refined all at the same time while leveraging the familiar vibe associated to the word “Titanium” while standing out from the crowd. This name and imaging might play well along side of the CSL lines.

22

Ti


Name recommendations explained3

Name Recommendations Explained

  • EnduroMax 1090

  • The 1090 references the hardest known metal alloy, and the hardest known metal in general, is a type of carbon steel, Alloy 1090 with a tensile strength of 122,000 psi and a yield strength of 67,000 psi. EnduroMax says this is the last time your going to have to think about buying siding for a long time.


Name recommendations explained4

Name Recommendations Explained

  • Vanguard Select

  • By definition, in military terms a Vanguard is the foremost division or the front part of an army; the advance guard. This rings through to the product as it is the first line of defense protecting your long term investments and family. Select says best of the best.


Name recommendations explained5

Name Recommendations Explained

  • WeatherWarrior

  • WeatherWarrior ultra durable siding by Variform never gives up. It’s one of the toughest grades available on the market. Puncture resistant and capable of withstanding hurricane force winds WeatherWarrior is guaranteed to battle valiantly against the harshest attacks launched by mother nature.


Name recommendations explained6

Name Recommendations Explained

  • Vortex Extreme

  • Taking a favored direction to a new level with the addition of “Extreme” communicates that the product is absoluteprofessional grade. While “vortex” resonates technically to the ear, it’s actually a defined as a whirling violent mass i.e. water, wind, or fire. This story might develop in one of two ways:

  • Visual illustrations of the testing rigors the product was subject to in order to guarantee extreme protection. Think Thompson Water Seal - Niagara Falls.

  • Closer examination and exploitation of the manufacturing process as a benefit. For instance, if the compounds used to create the siding are injected into the siding mold in a vortex type fashion, spin that part of the process as a product benefit if possible. Further research and feedback would be necessary to execute.


Next steps

Next Steps


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