Evolve™: A Rebranding
I have a patent on a Hydrogen Generator. While we at Gilman Industries were doing the technical work on this invention we gave it a working title of Green Heart™. After we had secured our patent pending and joined several business organizations, we took another look at our branding. Several colleagues responded to Green Heart™ unfavorably. Some felt it sounded too close to Greenpeace, while others felt the name bordered on cutesy. I took into consideration my target audience: people who wanted to be ahead of the curve. It was fun to notice taboos that would apply to many audiences were embraced with this crowd. This is a polymer-based hydrogen generator with a radically new geometry, designed to work with less power. The new name came naturally.