Releve, H-Releve Healthcare Product Line
Named and branded a new product line of OTC First Aid and personal care hemorroidal products for physician. Created names for five individual and related products in the system. Defined brand as minimalist, modern, clean yet medically founded and doctor backed. Releve is a one word name that is a common name and yet was clear for Trademark.
Worked on clarifying brand positioning with physician client. Advised him on message points after performing competitive analysis. Pinpointed exactly what his unique selling point (USP) and competitive advantage were and relayed how to specifically communicate that to consumers. Client originally wanted spa/Zen type names, but I uncovered a marketing insight that consumers want to know a doctor is involved and product is backed by medical research so – spa/Zen was too whimsical. Also advised him how to position his product to compete against the industry leader which is a household name.