We are looking for the name for a master brand for a group of social enterprise business concepts under the umbrella of Upstate Cerebral Palsy, a nonprofit human service organization supporting individuals with physical and cognitive disabilities located in Central New York State. The master brand will act as an all-encompassing business model for the various social enterprises that will be made into sub-brands. The sub-brands will be very diverse---ranging from an automotive business to a food service business. It is important that we are able to convey a wide spectrum of businesses in the master brand. An important goal of these businesses will be to provide opportunities for meaningful, integrated employment for the individuals we support to enhance their quality of life and allow them to reach their fullest potential. We will have a unique human resource strategy employing a well-trained and motivated work force that will deliver a better retail experience to improve customer retention. The name of the master brand should not reflect that some employees have various disabilities. The name also shouldn't include Upstate Cerebral Palsy or any derivative and should preferably be no more than 3 words. The master brand name needs to captivate and form some connection with our customer -- preferably a strong emotional connection. Should be simple, memorable, and speak to our future.


Crossroads Enterprises

by dlagraffe