Red Dog Consulting

Client: Local Truckee brewery/restaurant
Problem: A name and positioning they thought was really cool. Unfortunately, no other residents—or potential patrons—thought it was even close to cool.

Process: A few focus groups to explore the brewery’s target audiences’ context of competitors, expectations and opinions about lots of positioning and name ideas. We got the focus group participants to brainstorm some viable name ideas. We even unearthed how a restaurant can bridge the gap between what single, young restaurant patrons want and family patrons want.

Solution: Clarified that the original name carried a lot of negative baggage and was really confusing. Provided a manageable set of parameters for a new name. And separated the client from what they were in love with and what their customers would respond to (not always the same thing).

Result: Client came up with a GREAT new name (but we can’t tell you until they open their brewery). The client can also move on to the other big decisions they have to make to open on time… Like what color the seat cushions should be.