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Marketing Roundtable<br />October 11, 2011<br />
CREATING <br />A BREAKTHROUGH<br />BRAND NAME<br />Presented by<br />Scott Hauman, Managing Partner<br />
What makes a<br />brand name great?<br />
Quality & performance +<br />Deep well of associations +<br />Intriguing phonetics +<br />Marketplace differentiation<br /...
Viagra<br />Chobani<br />Fandango<br />Triscuit<br />BlackBerry<br />Joust<br />
Process<br />
Process <br /> 1. Project Kickoff<br />2. Naming Workshop<br />10. Brand Extensions <br />*Audience Research<br />*Audienc...
Our brand is the only ____________ that ____________.<br />From ZAG by Marty Neumeier<br />
Over <br />350,000 <br />trademark <br />applications <br />are filed <br />every year<br />
NAMING TRAPS<br />
Don’t FALL IN LOVE with any specific name early in the process.<br />Don’t have too many people involved in the name selec...
#5<br />Don’t pick   aname because it was the only URL<br />available.<br />Select it because it sets the stage best  for ...
#6<br />WARNING<br />Don’t ask your friend <br />or spouse for their <br />opinion<br />
#7<br />Don’t expect to gain 100% consensus from your team<br />
#8<br />Don’t let your personal thoughts and feelings sabotage the selection process – be objective!<br />
#9<br />Don’t forget to defend your name in the marketplace<br />
A good sign you have a weak name:<br />Everyone LOVES it<br />
Remember:<br />Creative tension is good<br />
Creative tension is good<br />Brand: Virgin<br />Positioning: Innovative Upstart<br />Positive Connotations: New, unsullie...
Brand: <br />Fossil<br />Positioning: <br />Modern Vintage		<br />Positive Connotations: <br />Rare, prized, museum qualit...
Brand: Wii:<br />Positioning: The Game Console for Everybody<br />Positive Connotations: Inclusive (”we”), group, collabor...
Banana Republic <br />Caterpillar<br />Yahoo!<br />Fuddruckers<br />Flickr<br />Yelp<br />
Questions?<br />Presented by<br />Scott Hauman, Managing Partner  | scott@brandlingo.com <br />
Next scheduled<br />Marketing Roundtable: <br />Search, Social, Mobile Marketing Trends<br />November 8, 2011<br />
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October 2011 - Marketing Roundtable - Scott Hauman

This workshop session is centered on how to create unique and ownable names, nomenclature systems, tag lines and descriptors that define the values, experiences and perceptions of your business, product or service brand. The session will also explore linguistics studies, trademark procurement and brand monitoring to give session participants a 360° view of the world of brand name development.


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October 2011 - Marketing Roundtable - Scott Hauman

  1. 1. Marketing Roundtable<br />October 11, 2011<br />
  2. 2. CREATING <br />A BREAKTHROUGH<br />BRAND NAME<br />Presented by<br />Scott Hauman, Managing Partner<br />
  3. 3. What makes a<br />brand name great?<br />
  4. 4. Quality & performance +<br />Deep well of associations +<br />Intriguing phonetics +<br />Marketplace differentiation<br />= A winning brand name<br />
  5. 5. Viagra<br />Chobani<br />Fandango<br />Triscuit<br />BlackBerry<br />Joust<br />
  6. 6. Process<br />
  7. 7. Process <br /> 1. Project Kickoff<br />2. Naming Workshop<br />10. Brand Extensions <br />*Audience Research<br />*Audience Research<br />3. Competitive Audit<br />9. Final list <br />Company/Product/<br />Service/Brand<br />***Trademark/IP counsel<br />4. Positioning Platform<br /> & Criteria Dev. <br />8. Name Scoring<br />5. Ideation & Generation <br />7. Trademark Screening<br /> & Linguistics Check <br />**Global linguistics counsel<br />***Trademark/IP counsel<br />6. Filtering & Distillation<br />* Optional qual/quant market research<br />** Partner: Babel Linguistics<br />*** Partner: Bodman, LLP<br />Lingo® | © 2011. All Rights Reserved.<br />
  8. 8. Our brand is the only ____________ that ____________.<br />From ZAG by Marty Neumeier<br />
  9. 9. Over <br />350,000 <br />trademark <br />applications <br />are filed <br />every year<br />
  10. 10. NAMING TRAPS<br />
  11. 11. Don’t FALL IN LOVE with any specific name early in the process.<br />Don’t have too many people involved in the name selection process. <br />Don’t have the conversation again. Once the name has been selected do not communicate what the second choice or other options on the list were.<br />Don’t short cut the process, sooner or later shortcuts will comeback to haunt you and could be potentially expensive and embarrassing to your company. Don’t rush it either. Naming done well and on a multi-country or global scale takes time.<br />
  12. 12. #5<br />Don’t pick aname because it was the only URL<br />available.<br />Select it because it sets the stage best for your story.<br />
  13. 13. #6<br />WARNING<br />Don’t ask your friend <br />or spouse for their <br />opinion<br />
  14. 14. #7<br />Don’t expect to gain 100% consensus from your team<br />
  15. 15. #8<br />Don’t let your personal thoughts and feelings sabotage the selection process – be objective!<br />
  16. 16. #9<br />Don’t forget to defend your name in the marketplace<br />
  17. 17. A good sign you have a weak name:<br />Everyone LOVES it<br />
  18. 18. Remember:<br />Creative tension is good<br />
  19. 19. Creative tension is good<br />Brand: Virgin<br />Positioning: Innovative Upstart<br />Positive Connotations: New, unsullied, fresh thinking, exploring new territories<br />Negative Connotations: Inexperienced, sexually charged<br />
  20. 20. Brand: <br />Fossil<br />Positioning: <br />Modern Vintage <br />Positive Connotations: <br />Rare, prized, museum quality, an enduring piece of the past<br />Negative Connotations: <br />Old, dusty, decrepit, dead<br />
  21. 21. Brand: Wii:<br />Positioning: The Game Console for Everybody<br />Positive Connotations: Inclusive (”we”), group, collaborative, fun (”whee!”)<br />Negative Connotations: Small (”wee”), juvenile, potty-related<br />
  22. 22. Banana Republic <br />Caterpillar<br />Yahoo!<br />Fuddruckers<br />Flickr<br />Yelp<br />
  23. 23. Questions?<br />Presented by<br />Scott Hauman, Managing Partner | scott@brandlingo.com <br />
  24. 24. Next scheduled<br />Marketing Roundtable: <br />Search, Social, Mobile Marketing Trends<br />November 8, 2011<br />

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