Stop for a minute and picture one of your neighbors. Not the whole neighborhood. Pick an actual neighbor. Now, suppose a pharmaceutical company wanted to hire someone to create a product name and tagline for a new over the counter drug.
Who would they hire? You the marketing pro (or at least someone with some marketing background) or that neighbor?
You might just be surprised. Come over the Marketing Profs Daily Fix and jump into my most recent post, Should the Average Joe Name your Product?
UPDATE: I was contacted by one of the creators of this challenge. He asked that I clarify a couple points. The sponsoring company is not a pharmaceutical company and they are not working on an over the counter drug but instead it is technically a life science company developing dietary supplements. Their official press release was incorrect and he responsibly wanted public information to be accurate.