CAT FOOTWEAR
Product Naming
Role: Copywriter
Partner: Wolverine Worldwide
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Naming project and product narrative for a new CAT shoe made for people who need steel toe work shoes, but want a more casual style.
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CONVERGE:
why does it work?
A good name starts with a good strategy. The product should know who it is and who it’s talking to. In this case...
Key insight: This customer needs safe shoes for work,
but doesn’t want clunky boots.
Positioning: A steel-toe, slip-resistant shoe with flexibility
and athletic style for comfort on the job and on the go.
Unique Selling Proposition: It looks like a skate shoe, yet
offers the safety and durability of a work shoe.
The Chosen One
In any naming project, there's a long list of contenders. So how do you know when you've found The One? The right name helps customers see themselves benefitting from the product.
In this case, "Converge" conveys energy and motion, in line with the skate shoe style. The word brings a “paths” analogy, supporting the insight and narrative about the intersection of work and life. The tone is right – it feels casual. Plus, it’s short, ownable, and fun to say.
