SlideShare ist ein Scribd-Unternehmen logo
1 von 43
Downloaden Sie, um offline zu lesen
Naming Brands

September 29, 2012
Working with companies large and small


In 15 years, have seen both success and failure




                                                  2
Discovered what does and doesn’t work in creating
brand names

Merriam’s Guide to Naming published in 2009.




                                                    3
The key lessons:


What makes a successful name?
How do you go about finding a successful name?
How do you evaluate your options?
How does your name work with other names?




                                                 4
The key lessons:


What makes a successful name?
How do you go about finding a successful name?
How do you evaluate your options?
How does your name work with other names?




                                                 5
First—the brand name isn’t THAT important


Rare is the company that failed because of its name.

Successful companies have can have bad names:
• Ebay
• CA
• Putzmeister
• AFLAC                         I worked with a client who put so much
                                emphasis on the name that they wasted
• Saucony                       months agonizing over the options. That
• Boehringer Ingelheim          was in 2006. They still haven’t got a name.
• H. E. Butt                    The company never got started.




                                                                              6
The name is only part of the brand


Brand elements:
Name
Logo
Tagline
Personality
Colors
Typography
Sound
Support Graphics
Imagery




                                     7
Coca-Cola: The name is only the beginning




                                            8
Name doesn’t define a business or encapsulate a
positioning




These brands don’t define or position cookies, coffees, skincare products,
routers or online auctions


                                   One client insisted on an “upscale” name
                                   like “Pottery Barn.”


                                             +                = $$$$

                                                                              9
Common advice that is bad advice: Short




                                          10
Common advice that is bad advice: Easy to spell




                                                  11
Common advice that is bad advice: Memorable




                                              12
Practical advice for strong names: Unusual




                       vs.




                                             13
Practical advice for strong names: Distinctive




                                                 14
Practical advice for strong names: Search engine
friendly




                                                   15
Practical advice for strong names: Meaningful




                      vs.




                                                16
Practical advice for strong names: Vivid and evocative




                                                         17
Practical advice for strong names: Ownable




                                Preliminary searches are free
                                and easy with the USPTO’s TESS:
                                http://tess2.uspto.gov

                                                                  18
The key lessons:


What makes a successful name?
How do you go about finding a successful name?
How do you evaluate your options?
How does your name work with other names?




                                                 19
What doesn’t work




                    20
Process overview



     Preparation                      Discovery                     Evaluation

 Review naming imperatives      Develop 200 name candidates     Not applicable for this project
 (strategic and stylistic)      Recommend 15 best options       Logo design available upon
 Review competitive             Clear top 15 through TESS and   request
 issues, practices, naming      Network solutions for           Package design available upon
 conventions                    availability                    request
 Positioning, service
 details, benefits
 Understand usage
 environment (how and
 where name will be used)
 Description of customers and
 other key audiences
Preparation: Creative brief


What makes your product/company truly different?
Describe your product—boil it down to one sentence, then three words
What one thing will your brand stand for?
What do you think about when you think about your brand? Personality?
Where will name be used?
Will name be used with
other names?                      We are working on the brand strategy
                                  after we figure out our brand name. We
Describe the customer             can tell you are going to stand for integrity,
Describe competitors .            quality, value, service and outstanding
                                     performance.




                                                                                   22
Name generation process

 What it’s called   How many     What it represents

 Master list         100-250     The “potentials”

 Screening list        25        The best options
                                 ready for screening

 Short list           10-15      The “possibles” to go into
                                 marketing and top level
                                 availability screening

 Candidate list        2-3       The “probables” for full
                                 infringement search




                    Final name

                                                            23
Naming is not about creating, but finding




 Not this                         THIS




                                            24
Consider a mood board




                        Dogleg Orchards

                        Ghost Tree Farm

                        Berry Basket




                                          25
Finding technique: Trying different types of names


Acronym                    Alliteration/Rhyme




Amalgam                    Appropriation




Descriptive

                           Evocative




                                                     26
Finding technique: Trying different types of names


Neologism                  Nickname




Foreign Word               Initials




Founder
                           Ingredient




                                                     27
Finding technique: Trying different types of names
Geography                  Humor/Slang




Merged                     Mimetics




Personification
                           Onomatopoeia




                           Clever Statement




                                                     28
Other places to look


•   www.Thesaurus.com
•   www.RhymeZone.com
•   www.MoreWords.com
•   www.Babylon.com
•   www.OnlineSlangDictionary.com
•   www.aphorisms.com
•   www.ThinkExist.com




                                    29
The key lessons:


What makes a successful name?
How do you go about finding a successful name?
How do you evaluate your options?
How does your name work with other names?




                                                 30
Evaluating: Ways to fail


“I’m not sure I like these ideas.”

“I’ll know it when I see it.”

“Let’s vote on our favorites.”

“I want a name that                  Our name needs to explain our product is
                                     made of synthetic engineered oil, that it
conveys my positioning.”             offers ultimate wear protection, and that it
                                     allows for the smoothest operation of your
                                     engine, and that it is premium priced. It
                                     has to work in 24 languages and be 8
                                     letters or less.


                                                                                    31
Evaluating: The better way


   1. Get outside opinions
   2. Find the instant associations




                                      32
Evaluating: Can you own it?


Can you buy the URL?

Can you use it on social media?

Can you get a trademark?




                                  33
The key lessons:


What makes a successful name?
How do you go about finding a successful name?
How do you evaluate your options?
How does your name work with other names?




                                                 34
Brand names working with other brand names:
Brand architecture
Brand architecture: The organizing structure that specifies the
type, number, relationship and purpose of brands within your brand portfolio

1. How does my company brand relate to my product brands? How do they
   relate to one another? What is the best role for the company brand?
2. Are sub-brands and brand extensions the way to go? What are the options?
3. Do I have true brands that are delivering value to my company or do I have
   a collection of names? How can I tell which is which?
4. How many brands does my company need? What brands are strategically
   valuable and worthy of continued investment?
5. What drives consumer preferences? How do my customers buy?
6. What are the pros and cons of my current brand portfolio structure? How
   will future decisions impact it?
7. Would a change in my architecture give me an opportunity to dominate a
   market segment?

                                                                          35
Brand architecture options:
Unitary structure




                              36
Brand architecture options:
Multiple unrelated brands




                              37
Brand architecture options:
Hybrid structure




                              38
The best brand architecture structure?
Depends on strategic considerations




                                         39
The best brand architecture structure?
Depends on strategic considerations




                                         40
Many companies have a formal process for deciding
what things get a name brand: Example 3M




                                                    41
Further reading


“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/

“The Science of Naming Brands,” The
Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science-
of-naming-brands-from-ipad-to-ice-cream/238820/

“Brand Naming,” Fast
Company, http://www.fastcompany.com/resources/marketing/post/060605.ht
ml

“The Problem with Bad Product Names,” Engadget.com
http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-
product-names-and-what-we-can-le/

“8 Principles of Product Naming,” Fast
Company, http://www.fastcompany.com/1819418/the-8-principles-of-product-
naming                                                               42
Thank you!

Weitere ähnliche Inhalte

Was ist angesagt?

Brand positioning Strategy
Brand positioning StrategyBrand positioning Strategy
Brand positioning StrategyTarun K. Biswas
 
How to Pick Killer Company and Product Names
How to Pick Killer Company and Product NamesHow to Pick Killer Company and Product Names
How to Pick Killer Company and Product NamesDave King
 
Brand strategy template
Brand strategy templateBrand strategy template
Brand strategy templateDylan Miller
 
Brand Identity Prism
Brand Identity PrismBrand Identity Prism
Brand Identity PrismAnjali Mehta
 
Customer based brand equity model
Customer based brand equity model Customer based brand equity model
Customer based brand equity model Soroush Mosavati
 
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYLEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYAvinash Singh
 
Customer Based Brand Equity
Customer Based Brand EquityCustomer Based Brand Equity
Customer Based Brand EquitySahil Vadgaonkar
 
Basics Of Brand Strategy
Basics Of Brand StrategyBasics Of Brand Strategy
Basics Of Brand StrategySakshi Singh
 
Building strong brands
Building strong brandsBuilding strong brands
Building strong brandsShreya Prabhu
 
Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015Carol Phillips
 
Brand Elements
Brand ElementsBrand Elements
Brand ElementsPam C
 
The brand strategy toolkit_workbook
The brand strategy toolkit_workbookThe brand strategy toolkit_workbook
The brand strategy toolkit_workbookShahidor Rahman
 
Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)Idris Mootee
 
The Brand Strategy Canvas: a One-Page Strategy for Startups
The Brand Strategy Canvas: a One-Page Strategy for StartupsThe Brand Strategy Canvas: a One-Page Strategy for Startups
The Brand Strategy Canvas: a One-Page Strategy for Startupspatrickjwoods
 
The North Face Market Segmentation
The North Face Market SegmentationThe North Face Market Segmentation
The North Face Market Segmentationbadertbw
 
The Evidence Is In: Brand Architecture Matters
The Evidence Is In: Brand Architecture MattersThe Evidence Is In: Brand Architecture Matters
The Evidence Is In: Brand Architecture MattersAdrienne Albright
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEWIdris Mootee
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand StrategyVCU Brandcenter
 

Was ist angesagt? (20)

Brand positioning Strategy
Brand positioning StrategyBrand positioning Strategy
Brand positioning Strategy
 
How to Pick Killer Company and Product Names
How to Pick Killer Company and Product NamesHow to Pick Killer Company and Product Names
How to Pick Killer Company and Product Names
 
Brand strategy template
Brand strategy templateBrand strategy template
Brand strategy template
 
Brand Identity Prism
Brand Identity PrismBrand Identity Prism
Brand Identity Prism
 
Creative Brief
Creative BriefCreative Brief
Creative Brief
 
Customer based brand equity model
Customer based brand equity model Customer based brand equity model
Customer based brand equity model
 
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYLEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
 
PayPal Creative Brief
PayPal Creative BriefPayPal Creative Brief
PayPal Creative Brief
 
Customer Based Brand Equity
Customer Based Brand EquityCustomer Based Brand Equity
Customer Based Brand Equity
 
Basics Of Brand Strategy
Basics Of Brand StrategyBasics Of Brand Strategy
Basics Of Brand Strategy
 
Building strong brands
Building strong brandsBuilding strong brands
Building strong brands
 
Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015
 
Brand Elements
Brand ElementsBrand Elements
Brand Elements
 
The brand strategy toolkit_workbook
The brand strategy toolkit_workbookThe brand strategy toolkit_workbook
The brand strategy toolkit_workbook
 
Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)Brand Masterclass Week Five - Developing Brand Strategy (l)
Brand Masterclass Week Five - Developing Brand Strategy (l)
 
The Brand Strategy Canvas: a One-Page Strategy for Startups
The Brand Strategy Canvas: a One-Page Strategy for StartupsThe Brand Strategy Canvas: a One-Page Strategy for Startups
The Brand Strategy Canvas: a One-Page Strategy for Startups
 
The North Face Market Segmentation
The North Face Market SegmentationThe North Face Market Segmentation
The North Face Market Segmentation
 
The Evidence Is In: Brand Architecture Matters
The Evidence Is In: Brand Architecture MattersThe Evidence Is In: Brand Architecture Matters
The Evidence Is In: Brand Architecture Matters
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEW
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 

Ähnlich wie Naming Brands

Building your-personal-brand-ver-0-7
Building your-personal-brand-ver-0-7Building your-personal-brand-ver-0-7
Building your-personal-brand-ver-0-7Aryandra Anantama
 
Product or Business Naming Process
Product or Business Naming ProcessProduct or Business Naming Process
Product or Business Naming ProcessJän Ostendorf
 
Engineering Your Classroom Brand in 8 Steps
Engineering Your Classroom Brand in 8 StepsEngineering Your Classroom Brand in 8 Steps
Engineering Your Classroom Brand in 8 StepsGary Abud Jr
 
A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009
A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009
A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009ngrbrand
 
The Thrill Of The Hunt 2012
The Thrill Of The Hunt 2012The Thrill Of The Hunt 2012
The Thrill Of The Hunt 2012Anthony Kripas
 
Please Stop Naming Things / BayCHI presentation / Laurel Sutton
Please Stop Naming Things / BayCHI presentation / Laurel SuttonPlease Stop Naming Things / BayCHI presentation / Laurel Sutton
Please Stop Naming Things / BayCHI presentation / Laurel SuttonLaurel Sutton
 
Leadership Niagara 2015
Leadership Niagara 2015Leadership Niagara 2015
Leadership Niagara 2015Paul Copcutt
 
How to Name Your Company, Product or Service
How to Name Your Company, Product or Service How to Name Your Company, Product or Service
How to Name Your Company, Product or Service Naming Machines
 
UCF Sales Club Presentation
UCF Sales Club PresentationUCF Sales Club Presentation
UCF Sales Club PresentationSteve Urquhart
 
The Complete Guide to Naming Companies & Products
The Complete Guide to Naming Companies & Products The Complete Guide to Naming Companies & Products
The Complete Guide to Naming Companies & Products Steve Manning
 
Leadership Niagara 2016 #1
Leadership Niagara 2016 #1Leadership Niagara 2016 #1
Leadership Niagara 2016 #1Paul Copcutt
 
BUSU - Personal Branding
BUSU - Personal BrandingBUSU - Personal Branding
BUSU - Personal BrandingPaul Copcutt
 
1 bsb brand id.key
1 bsb brand id.key1 bsb brand id.key
1 bsb brand id.keyKen DeGilio
 
Felix 2016 - March 23rd 2016
Felix 2016 - March 23rd 2016Felix 2016 - March 23rd 2016
Felix 2016 - March 23rd 2016Paul Copcutt
 

Ähnlich wie Naming Brands (20)

Building your-personal-brand-ver-0-7
Building your-personal-brand-ver-0-7Building your-personal-brand-ver-0-7
Building your-personal-brand-ver-0-7
 
Building Your Brand
Building Your BrandBuilding Your Brand
Building Your Brand
 
Rising Above The Noise With Your Tech Brand
Rising Above The Noise With Your Tech BrandRising Above The Noise With Your Tech Brand
Rising Above The Noise With Your Tech Brand
 
Product or Business Naming Process
Product or Business Naming ProcessProduct or Business Naming Process
Product or Business Naming Process
 
What's in a Name?
What's in a Name?What's in a Name?
What's in a Name?
 
Engineering Your Classroom Brand in 8 Steps
Engineering Your Classroom Brand in 8 StepsEngineering Your Classroom Brand in 8 Steps
Engineering Your Classroom Brand in 8 Steps
 
How to Choose a Successful Brand Name?
How to Choose a Successful Brand Name?How to Choose a Successful Brand Name?
How to Choose a Successful Brand Name?
 
Brand building
Brand buildingBrand building
Brand building
 
A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009
A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009
A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009
 
The Thrill Of The Hunt 2012
The Thrill Of The Hunt 2012The Thrill Of The Hunt 2012
The Thrill Of The Hunt 2012
 
Please Stop Naming Things / BayCHI presentation / Laurel Sutton
Please Stop Naming Things / BayCHI presentation / Laurel SuttonPlease Stop Naming Things / BayCHI presentation / Laurel Sutton
Please Stop Naming Things / BayCHI presentation / Laurel Sutton
 
General Mills
General MillsGeneral Mills
General Mills
 
Leadership Niagara 2015
Leadership Niagara 2015Leadership Niagara 2015
Leadership Niagara 2015
 
How to Name Your Company, Product or Service
How to Name Your Company, Product or Service How to Name Your Company, Product or Service
How to Name Your Company, Product or Service
 
UCF Sales Club Presentation
UCF Sales Club PresentationUCF Sales Club Presentation
UCF Sales Club Presentation
 
The Complete Guide to Naming Companies & Products
The Complete Guide to Naming Companies & Products The Complete Guide to Naming Companies & Products
The Complete Guide to Naming Companies & Products
 
Leadership Niagara 2016 #1
Leadership Niagara 2016 #1Leadership Niagara 2016 #1
Leadership Niagara 2016 #1
 
BUSU - Personal Branding
BUSU - Personal BrandingBUSU - Personal Branding
BUSU - Personal Branding
 
1 bsb brand id.key
1 bsb brand id.key1 bsb brand id.key
1 bsb brand id.key
 
Felix 2016 - March 23rd 2016
Felix 2016 - March 23rd 2016Felix 2016 - March 23rd 2016
Felix 2016 - March 23rd 2016
 

Kürzlich hochgeladen

PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 

Kürzlich hochgeladen (20)

PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 

Naming Brands

  • 2. Working with companies large and small In 15 years, have seen both success and failure 2
  • 3. Discovered what does and doesn’t work in creating brand names Merriam’s Guide to Naming published in 2009. 3
  • 4. The key lessons: What makes a successful name? How do you go about finding a successful name? How do you evaluate your options? How does your name work with other names? 4
  • 5. The key lessons: What makes a successful name? How do you go about finding a successful name? How do you evaluate your options? How does your name work with other names? 5
  • 6. First—the brand name isn’t THAT important Rare is the company that failed because of its name. Successful companies have can have bad names: • Ebay • CA • Putzmeister • AFLAC I worked with a client who put so much emphasis on the name that they wasted • Saucony months agonizing over the options. That • Boehringer Ingelheim was in 2006. They still haven’t got a name. • H. E. Butt The company never got started. 6
  • 7. The name is only part of the brand Brand elements: Name Logo Tagline Personality Colors Typography Sound Support Graphics Imagery 7
  • 8. Coca-Cola: The name is only the beginning 8
  • 9. Name doesn’t define a business or encapsulate a positioning These brands don’t define or position cookies, coffees, skincare products, routers or online auctions One client insisted on an “upscale” name like “Pottery Barn.” + = $$$$ 9
  • 10. Common advice that is bad advice: Short 10
  • 11. Common advice that is bad advice: Easy to spell 11
  • 12. Common advice that is bad advice: Memorable 12
  • 13. Practical advice for strong names: Unusual vs. 13
  • 14. Practical advice for strong names: Distinctive 14
  • 15. Practical advice for strong names: Search engine friendly 15
  • 16. Practical advice for strong names: Meaningful vs. 16
  • 17. Practical advice for strong names: Vivid and evocative 17
  • 18. Practical advice for strong names: Ownable Preliminary searches are free and easy with the USPTO’s TESS: http://tess2.uspto.gov 18
  • 19. The key lessons: What makes a successful name? How do you go about finding a successful name? How do you evaluate your options? How does your name work with other names? 19
  • 21. Process overview Preparation Discovery Evaluation Review naming imperatives Develop 200 name candidates Not applicable for this project (strategic and stylistic) Recommend 15 best options Logo design available upon Review competitive Clear top 15 through TESS and request issues, practices, naming Network solutions for Package design available upon conventions availability request Positioning, service details, benefits Understand usage environment (how and where name will be used) Description of customers and other key audiences
  • 22. Preparation: Creative brief What makes your product/company truly different? Describe your product—boil it down to one sentence, then three words What one thing will your brand stand for? What do you think about when you think about your brand? Personality? Where will name be used? Will name be used with other names? We are working on the brand strategy after we figure out our brand name. We Describe the customer can tell you are going to stand for integrity, Describe competitors . quality, value, service and outstanding performance. 22
  • 23. Name generation process What it’s called How many What it represents Master list 100-250 The “potentials” Screening list 25 The best options ready for screening Short list 10-15 The “possibles” to go into marketing and top level availability screening Candidate list 2-3 The “probables” for full infringement search Final name 23
  • 24. Naming is not about creating, but finding Not this THIS 24
  • 25. Consider a mood board Dogleg Orchards Ghost Tree Farm Berry Basket 25
  • 26. Finding technique: Trying different types of names Acronym Alliteration/Rhyme Amalgam Appropriation Descriptive Evocative 26
  • 27. Finding technique: Trying different types of names Neologism Nickname Foreign Word Initials Founder Ingredient 27
  • 28. Finding technique: Trying different types of names Geography Humor/Slang Merged Mimetics Personification Onomatopoeia Clever Statement 28
  • 29. Other places to look • www.Thesaurus.com • www.RhymeZone.com • www.MoreWords.com • www.Babylon.com • www.OnlineSlangDictionary.com • www.aphorisms.com • www.ThinkExist.com 29
  • 30. The key lessons: What makes a successful name? How do you go about finding a successful name? How do you evaluate your options? How does your name work with other names? 30
  • 31. Evaluating: Ways to fail “I’m not sure I like these ideas.” “I’ll know it when I see it.” “Let’s vote on our favorites.” “I want a name that Our name needs to explain our product is made of synthetic engineered oil, that it conveys my positioning.” offers ultimate wear protection, and that it allows for the smoothest operation of your engine, and that it is premium priced. It has to work in 24 languages and be 8 letters or less. 31
  • 32. Evaluating: The better way 1. Get outside opinions 2. Find the instant associations 32
  • 33. Evaluating: Can you own it? Can you buy the URL? Can you use it on social media? Can you get a trademark? 33
  • 34. The key lessons: What makes a successful name? How do you go about finding a successful name? How do you evaluate your options? How does your name work with other names? 34
  • 35. Brand names working with other brand names: Brand architecture Brand architecture: The organizing structure that specifies the type, number, relationship and purpose of brands within your brand portfolio 1. How does my company brand relate to my product brands? How do they relate to one another? What is the best role for the company brand? 2. Are sub-brands and brand extensions the way to go? What are the options? 3. Do I have true brands that are delivering value to my company or do I have a collection of names? How can I tell which is which? 4. How many brands does my company need? What brands are strategically valuable and worthy of continued investment? 5. What drives consumer preferences? How do my customers buy? 6. What are the pros and cons of my current brand portfolio structure? How will future decisions impact it? 7. Would a change in my architecture give me an opportunity to dominate a market segment? 35
  • 39. The best brand architecture structure? Depends on strategic considerations 39
  • 40. The best brand architecture structure? Depends on strategic considerations 40
  • 41. Many companies have a formal process for deciding what things get a name brand: Example 3M 41
  • 42. Further reading “The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/ “The Science of Naming Brands,” The Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science- of-naming-brands-from-ipad-to-ice-cream/238820/ “Brand Naming,” Fast Company, http://www.fastcompany.com/resources/marketing/post/060605.ht ml “The Problem with Bad Product Names,” Engadget.com http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad- product-names-and-what-we-can-le/ “8 Principles of Product Naming,” Fast Company, http://www.fastcompany.com/1819418/the-8-principles-of-product- naming 42

Hinweis der Redaktion

  1. Nivea is an arctic owl and an orchidStarbucks is a character in Moby DickIkea: Ingvar Kamprad, Elmtaryd, Agunnaryd