What factors should you consider when naming your startup? Why are trademarks important?

1. Charlie Gunningham
@ chazgunningham
charliegunningham
Trademarks
and Brand
… standing out,
keeping it real

3. No, I’m not
Cunningham!

4. Naming’s easy?
Try naming a child

5. iPod, 2001

6. Google, 1998

7. Blackberry, 2001

8. Firefox, 2004

9. Twitter, 2006

10. Windows 7, 2009

11. Misspelt? Compound Blended
Abbrev’d New Context Droppd Vowel
… Some Naming Conventions

12. “Authenticity”
Chewbacca Mom
19th May 2016, 2.24pm, FB video
1 million views by 9.41pm
20m by following morning
3m shares
Within a week: 153m views
+ Appearances on GM America,
James Corden, Jimmy Fallon
Chewbacca masks sell out - US

13. MBA Graduation, March 1999

14. 7 months later… Dec 1999

15. … confusion? unintentional

16. Registered Trademark – for names
Copyright – for content
Patents – for inventions
Often Trade Secret is best?
DIY Trademark, 1999

17. The world’s first map-based real estate site!

18. The West
Launch Day… 6th Dec 1999

19. 9 years in, Time for a refresh. 2009.

20. 20

22. Your brand
= whatever they
think you are
It’s not “sizzle”
it’s a SINGLE
CLEAR MESSAGE

24. Marketing is not 4 Ps … it’s the 3 ‘i’s
“the right information to the right
eyes at the right instant”

25. People don’t listen anymore!
- talk to innovators/early adopters ~ Godin (Purple Cow)
- make it easy to spread ~ Gladwell (Tipping Point),
Berger (Contagious – ‘STEPPS’)
- find influencers

26. For more: JonahBerger.com

28. Dealing with the (FREE!) Media
- blogs, newspapers, reviews, editorials, online,
radio, TV, podcasts… all need content
- running on empty, fast turnarounds…

29. What’s newsworthy?
- regular, local, quirky, parochial + pic
- treat journos like clients
- get your list together

30. 5 months old … May 2000
The West

34. A 2 year IP spat … resolved, May 2005

37. Business News
10 years … SOLD!

38. Company brand, personal brand
- be the expert, blog, go on radio, pods
- speaker, contributor, reference …
- e.g. Speaker Institutes, Media Stable, Rotary!

39. OUR faces used. Deliberately.
First billboard. 2008.

41. “Online Brand”
Be in control of your
search results …

42. Managing online brand
- various do’s and don’ts
- judgement calls

43. Managing online brand
- don’t ‘Streisand’ yourself!

44. Mix trad media
with social media
… for longer,
lasting effect!
Laurel Papworth
@silkcharm

45. Weird Al Yankovic’s 14th studio album (July 2014)
Released 8 YT videos in 8 days
=> 1st #1 comedy album in 50 years

46. … stuck with an acronym as brand
(tried to make it parochial!)
2011. Real Estate Institute of WA’s reiwa.com

47. People paying for news?
(… but it’s data/research/more business we sell)
2013. WA Business News -> Business News

48. Agreement to co-exist with Barnes & Noble
(… took 18 months of legals)
vs.
2013-2014: B&N wants to ‘own’ BN globally.

49. A data/market intelligence tool
(… the real reason people pay to subscribe)
2014: Launch a ‘data brand’ within BN.

50. What it is, and what it does
… and a patent is pending
Confusion about what BNiQ is…

51. What’s in a Name?
… everything and nothing!

52. Gaining media attention – how? why?

53. What’s the story?
What’s ‘news’?
• have angle(s)
• pitch to media
• persist!

54. Make it easy for
media!
well written press
release
+ photos
+ interview
opportunity

55. Develop
your media
/ PR plan
Who to target?
print
online
TV, radio
podcasts
influencers …

56. Media Releases
1. What’s ‘newsy’? why?
2. Which audience? journo?
3. Irresistible Headline
4. Open Para says it all
5. Quotable quotes
6. Links to images
7. Links to press pack
8. Available Interviewees
9. Downloadable text
10. Share media coverage

57. When it works well…!

58. Share and Enjoy!

59. Charlie Gunningham
charlie@damburst.com.au
damburst.com.au
@ chazgunningham
charliegunningham
Trademarks
and Brand
… standing out,
keeping it real

60. • Australian government program
• Competitive matched grant funding (1:1) up to $1 million
• Moving from MVP to commercial sales
• Typically, 5-month process

61. AC Grants awarded, since 2014
“Commercialisation Australia”
(2009-2013)
since 2014
“Accelerating Commercialisation”
• 400 grants = $192M
• $12M to 23 projects in WA
• Ave grant ~ $490K (matched)

62. Eligible projects’ stage
Early
investigation
and basic
research
Early
Commercialisation
and later stage
Technical Work
Full-scale
production and
certain marketing
activities
X
 X

63. Accelerating Commercialisation
www.business.gov.au/ac
AusIndustry Tel: 13 28 46
Level 25, 44 St George’s Tce (St Martins Tower), Perth
Charlie.Gunningham@ep.industry.gov.au 0411 092 669
Sheryl.Frame@ep.industry.gov.au 0402 213 409