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MORGENBOOSTER #1   13-01-2011   SLIDE 1




DET GODE
NAVN
MORGENBOOSTER #1   13-01-2011   SLIDE 2




STRATEGISKE
MULIGHEDER
HVAD ER ET NAVN?
HVAD FORMIDLER NAVNET?
MORGENBOOSTER #1   13-01-2011   SLIDE 3




VÆRDI +
POSITIONERING
=
GRUND-
FORTÆLLING
MORGENBOOSTER #1   13-01-2011   SLIDE 4




NYT VS.
VELKENDT ...
MORGENBOOSTER #1   13-01-2011   SLIDE 5




DEN GODE
NAVNEPROCES
1.      ANALYSE OG STRATEGI
2.      NAVNEGENERERING
3.      VALIDERING
4.      MEDIETEST
5.      IMPLEMENTERING
MORGENBOOSTER #1   13-01-2011   SLIDE 6




1. ANALYSE OG
STRATEGI
MORGENBOOSTER #1         13-01-2011   SLIDE 7




1. ANALYSE OG STRATEGI


VÆRDIER
FORNEMME PERSONLIGHED OG TONE
IDENTIFICERE BESLUTNINGSTAGERE
SKAFFE AMMUNITION
MORGENBOOSTER #1         13-01-2011   SLIDE 8




1. ANALYSE OG STRATEGI


POSITION
MARKEDSANALYSE
KONKURRENTER
KUNDER
MORGENBOOSTER #1         13-01-2011   SLIDE 9




1. ANALYSE OG STRATEGI


POSITION
MARKEDSANALYSE
KONKURRENTER
KUNDER ... HMM
MORGENBOOSTER #1         13-01-2011   SLIDE 10




1. ANALYSE OG STRATEGI


CASE: LIEBLING
13.  januar  2011   liebling:  vi  er  stadig  1508'ere   slide  11
vĂŠrdierne
vĂŠrdierne
vĂŠrdierne
strategi
13.  januar  2011   liebling:  vi  er  stadig  1508'ere   slide  16
MORGENBOOSTER #1         13-01-2011   SLIDE 22




1. ANALYSE OG STRATEGI


SEKS NAVNE-
KATEGORIER
MORGENBOOSTER #1         13-01-2011   SLIDE 23




1. ANALYSE OG STRATEGI


DESCRIPTIVE
Google Maps
BMW 328i
salesforce.com
Peter Maler
MORGENBOOSTER #1         13-01-2011   SLIDE 24




1. ANALYSE OG STRATEGI


SUGGESTIVE
Wag Hotels
Twitter
Facebook
jetBlue
Netto
MORGENBOOSTER #1         13-01-2011   SLIDE 25




1. ANALYSE OG STRATEGI


METAPHORICAL
Jaguar
Shell
Sunset
Target
MORGENBOOSTER #1         13-01-2011   SLIDE 26




1. ANALYSE OG STRATEGI


NEOLOGICAL
Kodak
Accenture
Wu
Prius
IKEA
Lego
MORGENBOOSTER #1         13-01-2011   SLIDE 27




1. ANALYSE OG STRATEGI


HISTORICAL
Smuckers
Zeiss Optical
Tesla Motors
John Hancock
Mini Cooper
MORGENBOOSTER #1         13-01-2011   SLIDE 28




1. ANALYSE OG STRATEGI


ARBITRARY
Apple
Viking
Lotus
Virgin
Fandango
MORGENBOOSTER #1   13-01-2011   SLIDE 29




2. NAVNE-
GENERERING
MORGENBOOSTER #1     13-01-2011   SLIDE 30




2. NAVNEGENERERING


KONCEPTFASE
DET KREATIVE DNA DANNER UDGANGSPUNKT FOR
KOMMUNIKATIONEN OG UDSTIKKER EN RETNING
FOR NAVNEBRAINSTORM.
MORGENBOOSTER #1     13-01-2011   SLIDE 31




2. NAVNEGENERERING


NAVNEFORSLAG
MORGENBOOSTER #1   13-01-2011   SLIDE 32




WE COULD TELL
YOU ...
BUT WE WOULD
HAVE TO KILL
YOU!
MORGENBOOSTER #1   13-01-2011   SLIDE 33




3. VALIDERING
MORGENBOOSTER #1   13-01-2011   SLIDE 34




3. VALIDERING


ALTID HUSKE ...
ER NAVNET LEDIGT?
HVIS NEJ, HVEM EJER SÅ NAVNET?
ER WEBDOMÆNET LEDIGT?
MORGENBOOSTER #1   13-01-2011   SLIDE 35




3. VALIDERING


ALDRIG GLEMME
...
DOMÆNEREGISTRERING
VIRK.DK
JURIDISK SCREENING
MORGENBOOSTER #1   13-01-2011   SLIDE 36




4. MEDIETEST
MORGENBOOSTER #1   13-01-2011   SLIDE 37




5. IMPLEMEN-
TERING
MORGENBOOSTER #1    13-01-2011   SLIDE 38




5. IMPLEMENTERING


KODEORD:
EJERSKAB
HOS BESLUTNINGSTAGERE
... OG HOS MEDARBEJDERNE
MORGENBOOSTER #1   13-01-2011   SLIDE 39




HVAD ER
HEMMELIGHED-
EN BAG DET
PERFEKTE
NAVN?
MORGENBOOSTER #1   13-01-2011   SLIDE 40




DET FINDES
MORGENBOOSTER #1   13-01-2011   SLIDE 41




AF DEN
KONTEKST
DER OMGIVER
VIRKSOMHEDEN
MORGENBOOSTER #1   13-01-2011   SLIDE 42




10 GODE RÅD
MORGENBOOSTER #1   13-01-2011   SLIDE 43




1. HOLD BRIEFET
PRÆCIST
MORGENBOOSTER #1   13-01-2011   SLIDE 44




2. INVOLVÉR
BESLUTNINGS-
TAGERNE
MORGENBOOSTER #1   13-01-2011   SLIDE 45




3. HAR I
ALLEREDE
NAVNET?
MORGENBOOSTER #1   13-01-2011   SLIDE 46




4. UDSKRIV EN
INTERN NAVNE-
KONKURRENCE
MORGENBOOSTER #1   13-01-2011   SLIDE 47




5. DOT COM
ELLER EJ?
MORGENBOOSTER #1   13-01-2011   SLIDE 48




6. INDDEL
NAVNE-
PROCESSEN I
FASER
MORGENBOOSTER #1   13-01-2011   SLIDE 49




7. VALIDÉR
NAVNET
LINGVISTISK OG
JURIDISK
MORGENBOOSTER #1   13-01-2011   SLIDE 50




8. DROP FOKUS-
GRUPPEN
MORGENBOOSTER #1   13-01-2011   SLIDE 51




9. KØB
DOMÆNERNE TIL
DE TRE BEDSTE
NAVNEFORSLAG
MORGENBOOSTER #1   13-01-2011   SLIDE 52




10. FORTÆL
HISTORIEN
MORGENBOOSTER #1   13-01-2011   SLIDE 53




DOWNLOAD
WHITEPAPER OM
BRAND-
NAVNGIVNING PÅ
1508.DK

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Morgenbooster #01: Det Gode Navn

  • 1. MORGENBOOSTER #1 13-01-2011 SLIDE 1 DET GODE NAVN
  • 2. MORGENBOOSTER #1 13-01-2011 SLIDE 2 STRATEGISKE MULIGHEDER HVAD ER ET NAVN? HVAD FORMIDLER NAVNET?
  • 3. MORGENBOOSTER #1 13-01-2011 SLIDE 3 VÆRDI + POSITIONERING = GRUND- FORTÆLLING
  • 4. MORGENBOOSTER #1 13-01-2011 SLIDE 4 NYT VS. VELKENDT ...
  • 5. MORGENBOOSTER #1 13-01-2011 SLIDE 5 DEN GODE NAVNEPROCES 1. ANALYSE OG STRATEGI 2. NAVNEGENERERING 3. VALIDERING 4. MEDIETEST 5. IMPLEMENTERING
  • 6. MORGENBOOSTER #1 13-01-2011 SLIDE 6 1. ANALYSE OG STRATEGI
  • 7. MORGENBOOSTER #1 13-01-2011 SLIDE 7 1. ANALYSE OG STRATEGI VÆRDIER FORNEMME PERSONLIGHED OG TONE IDENTIFICERE BESLUTNINGSTAGERE SKAFFE AMMUNITION
  • 8. MORGENBOOSTER #1 13-01-2011 SLIDE 8 1. ANALYSE OG STRATEGI POSITION MARKEDSANALYSE KONKURRENTER KUNDER
  • 9. MORGENBOOSTER #1 13-01-2011 SLIDE 9 1. ANALYSE OG STRATEGI POSITION MARKEDSANALYSE KONKURRENTER KUNDER ... HMM
  • 10. MORGENBOOSTER #1 13-01-2011 SLIDE 10 1. ANALYSE OG STRATEGI CASE: LIEBLING
  • 11. 13.  januar  2011 liebling:  vi  er  stadig  1508'ere slide  11
  • 16. 13.  januar  2011 liebling:  vi  er  stadig  1508'ere slide  16
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. MORGENBOOSTER #1 13-01-2011 SLIDE 22 1. ANALYSE OG STRATEGI SEKS NAVNE- KATEGORIER
  • 23. MORGENBOOSTER #1 13-01-2011 SLIDE 23 1. ANALYSE OG STRATEGI DESCRIPTIVE Google Maps BMW 328i salesforce.com Peter Maler
  • 24. MORGENBOOSTER #1 13-01-2011 SLIDE 24 1. ANALYSE OG STRATEGI SUGGESTIVE Wag Hotels Twitter Facebook jetBlue Netto
  • 25. MORGENBOOSTER #1 13-01-2011 SLIDE 25 1. ANALYSE OG STRATEGI METAPHORICAL Jaguar Shell Sunset Target
  • 26. MORGENBOOSTER #1 13-01-2011 SLIDE 26 1. ANALYSE OG STRATEGI NEOLOGICAL Kodak Accenture Wu Prius IKEA Lego
  • 27. MORGENBOOSTER #1 13-01-2011 SLIDE 27 1. ANALYSE OG STRATEGI HISTORICAL Smuckers Zeiss Optical Tesla Motors John Hancock Mini Cooper
  • 28. MORGENBOOSTER #1 13-01-2011 SLIDE 28 1. ANALYSE OG STRATEGI ARBITRARY Apple Viking Lotus Virgin Fandango
  • 29. MORGENBOOSTER #1 13-01-2011 SLIDE 29 2. NAVNE- GENERERING
  • 30. MORGENBOOSTER #1 13-01-2011 SLIDE 30 2. NAVNEGENERERING KONCEPTFASE DET KREATIVE DNA DANNER UDGANGSPUNKT FOR KOMMUNIKATIONEN OG UDSTIKKER EN RETNING FOR NAVNEBRAINSTORM.
  • 31. MORGENBOOSTER #1 13-01-2011 SLIDE 31 2. NAVNEGENERERING NAVNEFORSLAG
  • 32. MORGENBOOSTER #1 13-01-2011 SLIDE 32 WE COULD TELL YOU ... BUT WE WOULD HAVE TO KILL YOU!
  • 33. MORGENBOOSTER #1 13-01-2011 SLIDE 33 3. VALIDERING
  • 34. MORGENBOOSTER #1 13-01-2011 SLIDE 34 3. VALIDERING ALTID HUSKE ... ER NAVNET LEDIGT? HVIS NEJ, HVEM EJER SÅ NAVNET? ER WEBDOMÆNET LEDIGT?
  • 35. MORGENBOOSTER #1 13-01-2011 SLIDE 35 3. VALIDERING ALDRIG GLEMME ... DOMÆNEREGISTRERING VIRK.DK JURIDISK SCREENING
  • 36. MORGENBOOSTER #1 13-01-2011 SLIDE 36 4. MEDIETEST
  • 37. MORGENBOOSTER #1 13-01-2011 SLIDE 37 5. IMPLEMEN- TERING
  • 38. MORGENBOOSTER #1 13-01-2011 SLIDE 38 5. IMPLEMENTERING KODEORD: EJERSKAB HOS BESLUTNINGSTAGERE ... OG HOS MEDARBEJDERNE
  • 39. MORGENBOOSTER #1 13-01-2011 SLIDE 39 HVAD ER HEMMELIGHED- EN BAG DET PERFEKTE NAVN?
  • 40. MORGENBOOSTER #1 13-01-2011 SLIDE 40 DET FINDES
  • 41. MORGENBOOSTER #1 13-01-2011 SLIDE 41 AF DEN KONTEKST DER OMGIVER VIRKSOMHEDEN
  • 42. MORGENBOOSTER #1 13-01-2011 SLIDE 42 10 GODE RÅD
  • 43. MORGENBOOSTER #1 13-01-2011 SLIDE 43 1. HOLD BRIEFET PRÆCIST
  • 44. MORGENBOOSTER #1 13-01-2011 SLIDE 44 2. INVOLVÉR BESLUTNINGS- TAGERNE
  • 45. MORGENBOOSTER #1 13-01-2011 SLIDE 45 3. HAR I ALLEREDE NAVNET?
  • 46. MORGENBOOSTER #1 13-01-2011 SLIDE 46 4. UDSKRIV EN INTERN NAVNE- KONKURRENCE
  • 47. MORGENBOOSTER #1 13-01-2011 SLIDE 47 5. DOT COM ELLER EJ?
  • 48. MORGENBOOSTER #1 13-01-2011 SLIDE 48 6. INDDEL NAVNE- PROCESSEN I FASER
  • 49. MORGENBOOSTER #1 13-01-2011 SLIDE 49 7. VALIDÉR NAVNET LINGVISTISK OG JURIDISK
  • 50. MORGENBOOSTER #1 13-01-2011 SLIDE 50 8. DROP FOKUS- GRUPPEN
  • 51. MORGENBOOSTER #1 13-01-2011 SLIDE 51 9. KØB DOMÆNERNE TIL DE TRE BEDSTE NAVNEFORSLAG
  • 52. MORGENBOOSTER #1 13-01-2011 SLIDE 52 10. FORTÆL HISTORIEN
  • 53. MORGENBOOSTER #1 13-01-2011 SLIDE 53 DOWNLOAD WHITEPAPER OM BRAND- NAVNGIVNING PÅ 1508.DK