James Ross Advertising was tapped to launch a new prostate health supplement for men when the concept was still in its infancy. With the launch a year out, we had no name, no positioning and no data – all we had was an idea. That was about to change.
Great brands begin with an intelligent naming process, a clear strategy and extensive testing. We brought all three to the table. After hundreds of naming explorations and many focus groups, we found a clear winner: Flomentum. The name resonated with our target audience, men 45-65, and suggested medical expertise for a prescription drug. It even contained the word “men!”
Testing the new brand identity was integral to our discovery process. This comprehensive testing approach – using a mix of online and offline focus groups and surveys – also helped inform development of the label and packaging design, as well as our go-to-market strategy.