No name. No problem.
A new concept in lighting retailing based in Chattanooga, TN was originally named Lighting Direct 2U by the owners. Realizing their mistake, the owners decided to call in professionals. I was retained to help rename the store and develop a marketing & advertising program.
Along with my art director, we generated over 300 names. While waiting for the trademark lawyers to research our favorites, the clients called saying they were going to open the store in five days!
Great, except we didn’t have a name!
So making lemonade out lemons, we developed humorous newspaper ads and radio to promote the Grand Opening of The Lighting Store Without A Name.
The ads were so successful, the name stuck. Sales exceeded all expectations and they opened additional stores in Dalton, GA and Gainesville, GA. They had a hit.
Until they were a victim of the housing crisis and went under carrying too much inventory and debt.