Trying to make your local roots more explicit? Why not create a collection of high-style designs based on familiar and popular areas of your city or town?
That’s what Gus and Cameron Pappas are doing in Birmingham, Alabama, a city that’s experiencing a dynamic rebirth in its downtown area.
To capitalize on the many millennials moving into the city and the baby boomers downsizing into hip apartments, the Pappas have created a number of new initiatives, including the creation of the “Birmingham Collection,” a series of eight new floral designs, priced $75 to $125, that are named for and inspired by city areas and landmarks, including neighborhoods, famous buildings, statues and former businesses.
The goal: Communicate to customers that Norton’s is a local florist, with two downtown locations, and the place, therefore, to buy flowers. It’s a message Cameron expects his fellow millennials to appreciate.
“Millennials eat at small businesses, we shop at small businesses, we love everything local,” Cameron said. “What can be more local than a unique flower shop?”
The designs in the collection — including an arrangement named for the Highland Park neighborhood and Redmont, a famous local hotel — adhere to the principles of great branding as put forward by Matt Gordon and Nick Foley in Fast Company magazine.
Among their tips for great names for products:
Make ‘em memorable. “The key to any name, simple or complex, abstract or descriptive, is grabbing attention and staying memorable,” the pair write.
Make ‘em meaningful. “The more significance your name carries, the more work it will do for you,” the pair insist. “Choose that tell your brand’s story.”
Make ‘em interesting. “If you are different, you want to sound different,” they explain. “Use to focus on what makes your brand special. Look at your category and where it’s headed. What do customers expect?”
Read more about Gus and Cameron in the August issue of Floral Management.
