The Kitchen

According to the marketing books I've been reading, perhaps a lot Supposedly your name is the single most important aspect of your brand. It should:

• Encapsulate the unique mission of the company;
• Conjure up a positive image to associate with its products;
• Provide quick recognition for existing customers; and
• Be easily transmitted to new ones.

Our name has gone through a number of revisions, such as HalfCalories (too specific), FiberSurge (bad connotations...), and several more that were rejected even earlier in the process. I'm actually pretty happy with FiberGourmet, which:

• Conveys that we have a lot of fiber, but still taste pretty darn good;
• Conjures up an image of high-class item (which it should, considering what we're charging :o );
• I have not yet heard it horrendously mangled by my various relatives, who I have inundated with so many different names, I'm surprised they still remember mine; and
• Passes at least the e-mail test of transmittability: I don't have to spell it when telling it to people.

What do you think? It's not too late to change the name again, so chime in fast!