‘FOUNDERS. NAMING AND POSITIONING’

Paris in the

the Spring xx

Bird in the

the Hand xxx

FAMILIARITY EXERCISE

MOST MARKETERS MISS THE

THE POINT!

TALKABILITY

SHAREABILITY

WHAT ARE SOME BRANDS IN YOUR WORLD?

WHAT ARE SOME BRANDS IN YOUR WORLD?

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

TRADITIONAL MARKETING

We’re hardwired to notice only what’s different

OUT THERE VS

UP HERE!

1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK

3. GET PREDATORY

1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK

3. GET PREDATORY

2/3RDS OF SEARCHES ARE

PROMPTED OFFLINE

ASSUMING YOUR NAME’S NOT A CLANGER...

NAME + LINE = COMMUNICATIONS

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

BUSINESS OWNERAPATHY

VS

vs

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!

1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK

3. GET PREDATORY

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

HIGHMARKET LEADERCommunications opportunity (market growth)

BRAND SHARELet market leader communicate these points

THE PREDATORY BRIDGE

1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK

3. GET PREDATORY

LET’S GET PREDATORY

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 METHODOLOGIES VS

SUMMARY

GET YOUR NAME RIGHT GET YOUR MONEY BACK

GET PREDATORY

ASHTON BISHOP ON LINKEDIN “ASK FOR PREDATORY INSPIRATIONS”