Spencer C. Higgs
Creative Copywriting & Marketing Strategy
Coolpad smartphone
Product Name & Slogan
Coolpad, based in China, is one of the world's largest smartphone companies. I was given the opportunity to name the latest phone for the American market, their first in the competitive arena of contract-free phones.
Client /
Coolpad Technologies, Inc
Project /
Product Naming
Slogan
Agency /
MAD Group
​
Design /
Coolpad
Year /
2016
Chosen Name /
Conjr
Key Challenges /
Unique product name
Appeal to US market
Trademarkable
Appeal to Millennials
Other Client Favorites /
Livium
A combination of “live” and “-ium” — “Live”, as a verb and an adjective, is overwhelmingly perceived as positive and energetic – eg: “Live the good life” or “live concerts.” The -ium suffix denotes parts of a living structure or metallic elements, such as titanium or magnesium. Metals are often inferred as valuable, long-lasting, and essential. Combining “live” with “-ium”, we get an upbeat compound name that lets people know Livium is an essential element in their everyday lives.
Rucko/Rukko
Alternative spellings of an abbreviation of the word “ruckus,” a term which is active and disruptive, but has come to be so in a positive way. Blending hard consonants and close-mouthed vowels makes Rucko/Ruckko sound strong, animated, and noticeable. (A real-world example would be “impact”.) Adding “o” as a suffix gives it a familiar, upbeat, nickname-style sound. Rucko/Rukko is fast and easy to say, and immediately memorable.
Chosen Slogan /
Make it Happen.
Other Client Favorites /
Completely Yours.
Live Free.
Practical. Magic.
Own it. Share it. Love it.
Better Connections. Better Moments.
Make Your Move.
Like every naming process, coming up with Coolpad Conjr was not easy.
It took extensive research into trends, trademarks, and competition, plus overflowing ​creative
ideation. In the end, Coolpad fell in love with it. Conjr is available online and in stores.