Naming and Positioning - The Founder Institute

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Covering some basics of - Get your name right - Start asking, "who's got your money" and then figure out what you need to do to get it back - Be predatory with your message

Marketing Business Actualités & Politique

Paris
in the
the Spring
xx
Bird
in the
the Hand
xxx
FAMILIARITY EXERCISE

WHAT ARE SOME BRANDS IN YOUR WORLD?
!
The average person is exposed to:
$13.3 billion advertising spend in Aus*
Over 1,000,000 branded messages a year
3,000 branded message each day
Only notice 80
React to 10
57% are remembered negatively
*BrianWave Connection, UK, 2004 
*Neilsen data 2012

We’re hardwired to notice only what’s different

1. GETYOUR NAME RIGHT
2. GETYOUR MONEYBACK
3. GET PREDATORY

Credible
& clear
Cut-through
& edgy
Clear Name
+
Clear Positioning
=
Unremarkable
Cut-through Name
+
Cut-through Positioning
=
Nonsense
Clear Name
Cut-through Positioning
Cut-through Name
Clear Positioning

ASH’S NO NONSENSE CHECKLIST
A good name won’t save a crap product
The only way to ONE great name is via 100 crap ones
Check the legals upfront (IP Australia) - cheap!
Random word generators, thesaurus, scrabble play
Acronyms are crap! Real world = Good!
Things you can ‘verb’ are good (for some things)
Diminutive is better than big!

Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING

Prevents looking for parity Focus on relative advantages
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING

ACHIEVES GREATEST IMPACT
AND
MAKES RESPONSE DIFFICULT
PREDATORY MARKETING

HOW DOES IT WORK ONLINE
TRADITIONAL BUILD
METHODOLOGIESVS

SUMMARY
GETYOUR NAME RIGHT
GETYOUR MONEYBACK
GET PREDATORY
ASHTON BISHOP ON LINKEDIN
“ASK FOR PREDATORY INSPIRATIONS”

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Naming and Positioning - The Founder Institute

1. ‘FOUNDERS. NAMING AND POSITIONING’

2. Paris in the the Spring xx Bird in the the Hand xxx FAMILIARITY EXERCISE

3. MOST MARKETERS  MISS THE   THE POINT!

4. TALKABILITY SHAREABILITY

5. WHAT ARE SOME BRANDS IN YOUR WORLD?

6. WHAT ARE SOME BRANDS IN YOUR WORLD?

7. WHAT ARE SOME BRANDS IN YOUR WORLD? ! The average person is exposed to: $13.3 billion advertising spend in Aus* Over 1,000,000 branded messages a year 3,000 branded message each day Only notice 80 React to 10 57% are remembered negatively *BrianWave Connection, UK, 2004  *Neilsen data 2012

8. TRADITIONAL MARKETING

9. We’re hardwired to notice only what’s different

10. OUT THERE VS UP HERE!

11. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY

12. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY

13. 2/3RDS OF SEARCHES ARE PROMPTED OFFLINE

14. ASSUMING YOUR NAME’S NOT A CLANGER...

15. NAME + LINE = COMMUNICATIONS

16. Credible & clear Cut-through & edgy Clear Name + Clear Positioning = Unremarkable Cut-through Name + Cut-through Positioning = Nonsense Clear Name Cut-through Positioning Cut-through Name Clear Positioning

17.

18.

19. BUSINESS OWNER  APATHY VS

20. vs

21.

22.

23.

24.

25. ASH’S NO NONSENSE CHECKLIST A good name won’t save a crap product The only way to ONE great name is via 100 crap ones Check the legals upfront (IP Australia) - cheap! Random word generators, thesaurus, scrabble play Acronyms are crap! Real world = Good! Things you can ‘verb’ are good (for some things) Diminutive is better than big!

26. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY

27. DANGER ZONE Needs to be fixed IMMEDIATELY IGNORE You have other priorities EDUCATION ZONE Communications focus with engaged customers ! A slower burn to increase importance over time Your communications focus - right now PREDATORY ZONE LOW CUSTOMER IMPORTANCE DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES COMPETITIVE POSITION HIGH MARKET LEADER Communications opportunity (market growth) BRAND SHARE Let market leader communicate these points THE PREDATORY BRIDGE

28. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY

29. LET’S GET PREDATORY

30. Strike at the weakness that arises out of your competitor’s greatest strength PREDATORY MARKETING

31. Prevents looking for parity Focus on relative advantages Strike at the weakness that arises out of your competitor’s greatest strength PREDATORY MARKETING

32. ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT PREDATORY MARKETING

33. HOW DOES IT WORK ONLINE TRADITIONAL BUILD METHODOLOGIESVS

34.

35. SUMMARY GETYOUR NAME RIGHT GETYOUR MONEYBACK GET PREDATORY ASHTON BISHOP ON LINKEDIN “ASK FOR PREDATORY INSPIRATIONS”

Naming and Positioning - The Founder Institute

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