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What’s in a name? How name fits into product launch branding

Posted on Categories BrandonomicsTags

What's in a name? Jim Aivalis, CEO and President of Prometheus Energy Group, talks about how naming their product factored into the launch branding for Tenaris Blue.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, Vice President of Strategy at Savage Brands and my guest today is Jim Aivalis, CEO and President of Prometheus Energy Group. So Jim, welcome back to Brandonomics.

Jim: Robin, thank you for having me back today. I appreciate being here.

Robin: I’ve loved hearing all of your stories, and one of which I want to know more about is something you did in a previous life, Tenaris. You were in charge of the brand launch for Tenaris Blue which was a premium connection product that they were launching into the marketplace. So tell us, what was your approach to that product launch?

Jim: It was very interesting. We were a new company that just had gone public and we were launching a new set of technologies and solutions into the marketplace. We had an R&D program that was progressing for a number of years and when it came time to go into a commercialization phase we needed to take our new technology and bring it to the market with a brand message and the connotations that go along with a brand to have a very successful launch into the market.

Robin: So one of the things you did was you called it Tenaris Blue which is kind of a unique name. So tell us a little bit of the story behind the name itself.

Jim: We looked at other names in the marketplace by some of the other companies performing services and solutions in that space and then we said how can we differentiate ourselves? We went through a deep study of looking at the types of names that could be brought to a new product in a commercialization and we decided on a simple name that had good sticking power, one that had good connotations and resonance with the general population that we knew would give us a sense of loyalty, depth. If you think about it, the word blue has royalty to it and strength and power, and we thought that was a very strong brand image that we could convey to our customers with a new product launch with how we wanted to position ourselves in the market place.

Robin: So memorable and highlighted the brand attributes.

Jim: Yes, absolutely and was very, very powerful.

Robin: Well, thank you. That sounds like a wonderful success story.

Jim: Thank you, Robin. Thank you.

Robin: This has been another edition of Brandonomics an inside look at top brands and their marketing strategies.


Prometheus Energy is one of the largest and fastest growing suppliers of liquefied natural gas (LNG) to the industrial sector in North America. The company provides turnkey fuel solutions to convert industrial users of diesel, propane and other crude-derived fuels to clean, domestic, secure LNG, resulting in reduced fuel costs and environmental footprint.

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