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October 2011 - Marketing Roundtable - Scott Hauman
- 1. Marketing Roundtable October 11, 2011
- 2. CREATING A BREAKTHROUGH BRAND NAME Presented by Scott Hauman, Managing Partner
- 3. What makes a brand name great?
- 4. Quality & performance + Deep well of associations + Intriguing phonetics + Marketplace differentiation = A winning brand name
- 5. Viagra Chobani Fandango Triscuit BlackBerry Joust
- 6. Process
- 7. Process 1. Project Kickoff 2. Naming Workshop 10. Brand Extensions *Audience Research *Audience Research 3. Competitive Audit 9. Final list Company/Product/ Service/Brand ***Trademark/IP counsel 4. Positioning Platform & Criteria Dev. 8. Name Scoring 5. Ideation & Generation 7. Trademark Screening & Linguistics Check **Global linguistics counsel ***Trademark/IP counsel 6. Filtering & Distillation * Optional qual/quant market research ** Partner: Babel Linguistics *** Partner: Bodman, LLP Lingo® | © 2011. All Rights Reserved.
- 8. Our brand is the only ____________ that ____________. From ZAG by Marty Neumeier
- 9. Over 350,000 trademark applications are filed every year
- 10. NAMING TRAPS
- 11. Don’t FALL IN LOVE with any specific name early in the process. Don’t have too many people involved in the name selection process. 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. 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.
- 12. #5 Don’t pick aname because it was the only URL available. Select it because it sets the stage best for your story.
- 13. #6 WARNING Don’t ask your friend or spouse for their opinion
- 14. #7 Don’t expect to gain 100% consensus from your team
- 15. #8 Don’t let your personal thoughts and feelings sabotage the selection process – be objective!
- 16. #9 Don’t forget to defend your name in the marketplace
- 17. A good sign you have a weak name: Everyone LOVES it
- 18. Remember: Creative tension is good
- 19. Creative tension is good Brand: Virgin Positioning: Innovative Upstart Positive Connotations: New, unsullied, fresh thinking, exploring new territories Negative Connotations: Inexperienced, sexually charged
- 20. Brand: Fossil Positioning: Modern Vintage Positive Connotations: Rare, prized, museum quality, an enduring piece of the past Negative Connotations: Old, dusty, decrepit, dead
- 21. Brand: Wii: Positioning: The Game Console for Everybody Positive Connotations: Inclusive (”we”), group, collaborative, fun (”whee!”) Negative Connotations: Small (”wee”), juvenile, potty-related
- 22. Banana Republic Caterpillar Yahoo! Fuddruckers Flickr Yelp
- 23. Questions? Presented by Scott Hauman, Managing Partner | scott@brandlingo.com
- 24. Next scheduled Marketing Roundtable: Search, Social, Mobile Marketing Trends November 8, 2011
Notes de l'éditeur
- VIAGRA - The similarity to Niagara Falls is no accident."It's about life and surging forth with power.” "It's a suggestive name with a nice association." They added a "Vi-" prefix is meant to invoke vitality.CHOBANI - Chobani is a brand of Greek yogurt. Its name may sound made up, but it's actually meant to evoke that Greek heritage. The name comes from the Greek word 'chopani', which means 'shepherd' in many Mediterranean languages. "It is a word that means a great to the founder and company, as it symbolizes giving and good.”FANDANGO - In the dictionary - it's a lively Spanish dance between two people. So what does that have to do with selling movie tickets, as Fandango.com does? "It had the word 'fan' in it, and we wanted to be the home of the fan," says a company spokesman, Ted Hong, who adds that the association with the Spanish word was deliberate. "It's the name of a Spanish dance, which is very playful and fun.”TRISCUIT - "Triscuit" sounds a lot like "biscuit," which makes perfect sense until you realize they're crackers, not biscuits (sort of like when you realize that Donkey Kong is a gorilla, not a donkey).The brand is owned by Nabisco, which is in turn owned by Kraft. Kraft brand manager Jimmy Wu explains that the brand's founder was originally making shredded wheat biscuits. He realized, though, that people were cutting the biscuits lengthwise, coating them in butter and eating them like crackers. He changed gears with the product and renamed itBLACKBERRY - When someone pointed out that the tiny buttons on RIM's device looked like a collection of seeds, Lexicon began exploring different fruity names: strawberry, melon and an assortment of vegetables were all bandied about, with no success. The company finally settled on blackberry because the word is pleasing to most ears and the device, at the time, was black, says Mr. Placek. JOUST – one-on-one, boot camp style hi energy training
- For example:Cirque du Soleil is the only circus that combines acrobatics with theatre
- For example:Cirque du Soleil is the only circus that combines acrobatics with theatre
- “Fossil” seems an odd choice for a fashion brand–shouldn’t a brand of watches and accessories have a more hip, younger-sounding name? It could, but then it wouldn’t be nearly as memorable or distinctive.