When Jim Heagney came to us with a great new product, we knew he needed a great new name to match. Jim and partners manufacture metal security panels that bolt into the windows and doorways of empty, abandoned or foreclosed homes, as well as new construction and properties undergoing rehab. This type of home protection can save tens of thousands of dollars from break-ins, theft and vandalism. With foreclosures at an all time high, there was never a better time to launch… but what to call them? The few competitors in the field had bland, generic names for their companies, and no real brand name for their actual products.
Jim was a big admirer of one of our other company names… PODS, an acronym name (Portable On Demand Storage) that also works as a stand alone word. PODS has become the “Kleenex” of the movable storage industry, and Jim felt that with the right name, he could accomplish the same goal in his industry. So instead of calling them panels, or screens, or grids, we called them…
D.A.W.G.S. (Door And Window Guard Systems)
Like PODS, the name DAWGS works on several levels. It serves a literal function when needed, by providing a built in descriptor phrase (i.e. when asked, they can simply reply “We sell door and window guard systems!”) It also provides a memorable metaphor, a rough, tough, house-protecting “Dawg!” This conjures up a sense of vigilence, protection, guarding, protecting, and defending — without having to invoke all those words. Hence the proverbial mental picture being worth a thousand words. The name also gives the product a “handle” with an imaginative name that aids recall. Getting DAWGS to protect a house is much easier to communicate than “ordering some of those internally bolted metal door and window security panels.”
The word DAWGS, like any good brand name, then acts as a mental computer macro — setting off a whole list of associations that don’t require explanation. (For more on this subject, see “Monster, Amazon, Crocs — Why Creative Brand Names Work Best.”) So if you need a brand name that’s “off the chain” just call the bright minds at Tungsten!