A Name that Changed Engineers' Minds & Buying Habits
A Promising Product with Sagging Sales
When Noise Solutions Inc. first contacted Identicor, frustration was running high. The company’s new industrial silencer – nicknamed “the Brute” – outperformed all competing products in every category except for sales.
When potential customers ordered new noise control equipment they passed over the Brute, opting instead for an entrenched but less capable competing product, the “Hospital Grade” silencer.
The engineers making the selections seemed mesmerized by the Hospital Grade imagery and paid little attention to decibel readings.
The Quest for a Bold New Name
Noise Solutions needed a way to shatter the quiet hospital façade. So it hired Identicor to replace the Brute moniker with a bold new product name that would put technical specs in the spotlight.
The Nugget of Inspiration
While researching the product, Identicor learned of a rave review from a customer. When the new silencer was installed at a gas compressor site, the facility engineer commented there was “zero noise.”
Zero noise was a potent nugget of inspiration, but it needed some finessing to give it brand name cachet. Shifting the n from noise to the end of zero created a striking and confident new name. The end result, Zeron, is a short, powerful, technical name that sounds like it belongs on the periodic table of elements.
Engineers Drawn to Scientific Message
When Noise Solutions unveiled the new Zeron name, it attracted engineers’ attention. They were drawn to its scientific message. The name set the stage for Noise Solutions to disrupt Hospital Grade thinking and refocus selection criteria on scientific performance.
Outstanding sales results have followed. Today Zeron is recognized as the highest standard in industrial silencers.