We met together this morning to discuss our ideas for a brand for the Nootropics. Initially, we researched into what Nootropics actually are and what they do. We found this very useful definition:
After finding this out we created a mind map of who our target audience might be - who would take Nootropics.
Nootropics, also referred to as smart drugs, memory enhancers, neuro enhancers, cognitive enhancers, and intelligence enhancers, are drugs, supplements, nutraceuticals, and functional foods that improve mental functions such as cognition, memory, intelligence, motivation, attention, and concentration.
Originally in order to be considered nootropic a compound would need to:
a) enhance learning b) resist impairing agents c) facilitate interhemispheric transfers of information d) enhance resistance to brain “aggressions" e) increase tonic, cortico-subcortical “control” f) not have the usual pharmacological effects of neuro psychotropic drugs. ref
Since then "nootropics" has gradually expanded to either be synonymous with cognitive enhancers or refer to the subset of non-stimulant cognitive enhancing compounds with very few side effects and low toxicity. Under the latter definition all nootropics would be cognitive enhancers, but not all cognitive enhancers would be nootropics.
A cognitive enhancer is defined by its ability to augment performance on one or more cognitive measures.
Most of the ideas we got from the presentation that DBA but Emily also had a good idea that new mothers might want something to help them when juggling a new child. We discussed all of these target audiences and why they might take the nootropics. For the Elderly we thought that though it would greatly improve memory and brain function when suffering from dementia taking tablets is a problem. Also Elderly people who aren't suffering from dementia might be sceptical about the effects. So we decided against the Elderly. Next, we moved onto athletes and gym goers and decided with the amount of supplements they must take already that this market would be very overcrowded. Next we looked at professionals, both young and old, who want to perform better within their jobs. We thought that this market was the most promising, while students are a key part of the nootropics industry I feel like they are already sold on its benefits. We wanted to target the nootropics at someone new. Eventually, we chose young professionals as our target audience. We thought that they are the people who have the most to juggle - new jobs, social and work life, keeping up with competitors. As well as the fact this generation has been called the most distracted generation, having a very short attention span. So next we moved on to what nootropics can do for our consumers.
We found out all the claims that people make even that there are virtually no side effects. However, later we did find that some of the drugs, when consumed with alcohol or caffeine can have adverse effects on the body. The main effects that nootropics are used for seem to be for concentration, memory and energy (anti-fatigue). Other uses include for stress relief, confidence, better sleep and intelligence.
So we linked these uses to why people would take Nootropics. We came up with quite a comprehensive list and found that the general gist of them all was to improve yourself and unlock potential. I feel like this really does appeal to young professionals who are striving to get better in their career and move up the ladder as it were.
Then we moved onto the name ideas. We wanted something that sounded scientific and credible yet described what the products did. My first idea was a reference to the third eye - the spiritual belief that you have a third eye that can be opened to reveal more. I thought this fit the idea of nootropics perfectly as it reveals something within you to allow you to concentrate more. However discussing this with my group they thought it might be a bit too spiritual and not backed up scientifically. After a lot of consideration and exploring synonyms We decided on a really simple name of "you +" so the product could be named "you + motivation" or "you + energy".
I think this name will work really well both visually and as a concept because it embraces the fact that the consumer is trying to better themselves. It is promoting the fact that they can be more than just themselves - it's you plus more.
We decided for next week to research one topic out of the three final ones that we chose - Motivation, energy and stress-relief and find out how they work and what they are.
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