Here’s one great brand idea. Take the 100-Mile Diet concept, and become the online source for finding lifestyle products in that category. That’s the premise behind ShantiGreen. Their booth showed off some genuinely interesting products (who knew there was a local Lower Mainland source for stainless water bottles?)
Green Briefs Marketing Thoughts: Great idea, wrong name. The brand identity of this company led me to expect a line of hand creams, or yoga wear. I think if the 100-mile Radius is your thing, that has to be central to your identity. For instance, the domain Radius100.ca is available. Just a thought.