Mama-sté Botanicals: Current Name Direction + New Name Drafts

. . Mamaste Botanicals. Naming Development.

. . On the menu for today.... Current Name Direction.

Our Process: Current Name Redirection - Take findings from the discovery call and all provided brand assets to fully understand and learn the brand’s culture. - Apply findings to developing a brand culture profile, identifying the language, habits, beliefs, behavior, personality, and “friend group” of the brand. This helps personify the brand for a deeper level of understanding and connection. - Pose the question, focusing on language as the current issue: how do we clearly separate the brand name from the Spanish meaning? Expand on the idea. - Change direction, posing the question: what if mamaste were a person? Expand on the idea..

What is brand culture, anyway? LANGUAGE: the types of words that the brand uses and tone of voice Refreshing candor, light swearing (occasional use of sh*t), soft spoken but cracks the occasional joke, brings levity with humor but also grounded in honesty. Says: “You’re only human” and “Sh*t happens” HABITS/BEHAVIOR: specific tendencies or repetitive actions, the overall way of acting toward others Makes new friends quickly, good listener, the go-to person when you need comfort and advice, supportive, community-builder, brushes things off - doesn’t take life too seriously but knows when to be serious BELIEFS: the core values, things assumed to be true Honesty, authenticity, giving second chances, giving ourselves grace, there is beauty in imperfection PERSONALITY: distinctive characteristics made up by the above categories Elegant but imperfectly human, classy, graceful, comfortable with sexuality, a little quirky with a note of seriousness, acts a bit like Flo from Progressive, humor focused on relatability and real-world situations FRIEND GROUP: who the brand would hang out with, another way to describe ideal customers Fellow moms to children of all ages, has a girl gang that gets together and shares mom stories over wine and fancy snacks, part of a group chat with other women where they can openly vent about parenting challenges and funny life stories.

Direction 1 EXPLICITLY REDEFINING THE TERM TO SEPARATE IT FROM ITS KNOWN SPANISH DEFINITION Reclaim the word: It’s not Spanish, it’s mama speak Step 1: Rework spelling and brand presentation to drive this home (applies to both directions) - SEO/PR guidelines: Mama-sté, must always be hyphenated with accent over the “e” - URL update: themama-stebrand.com - Must be able to stand alone without Botanicals due to planned product expansion (skincare, etc.) Step 2: Rework name definition - It’s not English, Spanish, or any other language - it’s just mama speak. It transcends language and instead applies to the unique vocabulary of all mamas, alluding to mom culture instead - Many words have different meanings in different languages; this word is made up so it’s not the case Step 3: Create campaign and content around the concept to teach audience about the differentiation - Video campaign: woman (not a mama) out and about overhears women (mamas) speaking about booty call, reacts in alarm, then learns that they’re talking about a baby and not an affair. Tagline: if you’re a mama, you know #mamaspeak. If you’re fluent in mamaspeak, you probably need some mama-sté in your life. - Glossary: create a “Momctionary” of all of the mama terms to brush up on your mama speak as a brand item. Can be used as digital content or print ads with a call to action saying: if these terms hit home for you, you should try mama-sté..

. . Glossary Preview. Mama-sté Being at peace with the journey of mamahood; (the bliss of) acknowledging you’re imperfect yet perfectly capable of being a mama.

. . Direction 2. PERSONIFYING THE BRAND NAME TO DETACH FROM LANGUAGE REFERENCE AND INSTEAD FOCUS ON BRAND PERSONALITY.

. . New Names.

. . Our Process: New Name Development. - Take findings from the discovery call and all provided brand assets to fully understand and learn the brand’s culture..

. . Name Types. Descriptive Readily conveying the service or product offered by a company. Examples: Bank of America, The Weather Channel.

. . Behind the scenes.

. . A glimpse into our notes (this is the mess we call creativity).

. . And now, we present to you our name options....

. . Option 1: omama / o mama. - Alludes to om in yoga practice, keeping the peaceful buddhist motif of the brand.

. . Option 2: real mama. - Speaks to the reality of mamahood: the ups, downs, real people who are mamas.

. . Option 3: herhood. - Derivative of motherhood but more inclusive - alludes and appeals to women at large.

Option 4: Gooddness - Speaks to how all women are goddesses, but sometimes they need a little extra support via quality products and community to see the goodness in them - Play on how goodness and goddess are similar and have similar feelings - Goodness = the simplification of the product - Goddess = the customer (women) - “My goodness, you’re a goddess!” - don’t let anyone tell you otherwise - Website: gooddness.com - Social: @mygooddness @gooddness.official #mygooddness #gooddnessbrand.

. . The new name drafts side by side:. omama. real mama.

. . Next steps. Step 1: Give initial feedback - be honest, it helps us know where your head is!.

. . THANK YOU.

. . .