The name Captain Lily is chosen to maintain flexibility for future expansion, both geographically and in terms of the targeted professional categories.
We would like Captain Lily to be translated into a character, which will also serve as the company logo. The personality of the character will be fully aligned with the company identity.
We see Captain Lily as a type of Robin Hood figure. He will help people make the difference between the good and the bad professionals. Of course the reality is not as contrasted as in the fiction, but the overall image is that of a character driving an effort to make the world a better place by helping the “defenceless” consumers get rid of “rogue” princes (for Robin Hood) or traders (for Captain Lily).
We expect that having a character as company logo will be very strong marketing-wise. Lines such as “Ask Captain Lily” or “Tell Captain Lily” are attractive calls to action. And such a character can be a good source of attention-grabbing advertising, be it in print, on the internet or on the radio.
Of course, a limit must exist in how far we will exploit the Captain Lily figure to avoid becoming comic and lose credibility.
We expect the service to be slightly more used by women rather than men in a 60%-40% ratio.
We have chosen the name Captain Lily to communicate trust. A captain is a person you follow with trust. And the lily is the flower that symbolises trust.