CFI November 1 Naming and Branding - Bezdek

8/3/2019 CFI November 1 Naming and Branding - Bezdek

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Hi











Nobody

cares about

what you do



Nobody

can evenremember

what you do



...but that’s okay





#1 Danger



#1 Goal











if you want themto remember,

get them to care



brand



“brand”



brand =

the emotional

attachmenta person

has to a thing



brand =the currency oflong-termsuccess



A few years into DivX,I noticed something odd



They were not paying for our product

They were not paying for our technology

But they were paying us for something...





DivX



(DivX-ness)



my conception of theworld was incomplete



technology

product

brand



your product

is not whatmatters



the experience

they have withyour product

matters



how people feel aboutthe experience


matters



how people feel aboutthe experience


matters



subjective



emotional



action reaction



thing perception









February 14July 4

September 11

December 25











to understand,

let’s consider asimilar conce t



you



you



you

how people

feel about

you



you

reputation



experience reputation



you

your

reputation

What is more real?



brand≈ reputation



product



product

how people

feel about

your product

What is more real?



product

brand



You have a brand

whether you want oneor not



The most successful

companies purposefullybuild brands



technology

product

brand



technology AndroidiOS

product

brand





















how people

feel about

their iPhone



iPhone



Apple is building a brand



Build a brand

purposefully



why brand?



brands are necessary





people makeemotional decisions

CALIFORNIA CALIFORNIA CALIFORNIA



Daniel E.Lungren

of Folsom (3d District) Republican—6th term*

JohnT. Doolittle

of Roseville (4th District) Republican—8th term

Doris O.Matsuiof Sacramento (5th District) Democrat—1st term

LynnC. Woolseyof Petaluma (6th District) Democrat—7th term

11

RichardW.Pombo

of Tracy (11th District) Republican—7th term

TomLantos

of San Mateo (12th District) Democrat—13th term

FortneyPete Starkof Fremont (13th District) Democrat—17th term

AnnaG. Eshooof Atherton (14th District) Democrat—7th term

13

MichaelM. Honda

of San Jose (15th District) Democrat—3d term

ZoeLofgren

of San Jose (16th District) Democrat—6th term

SamFarrof Carmel (17th District) Democrat—7th term

DennisA.Cardozaof Atwater (18th District) Democrat—2d term

14

LoisCapps

of Santa Barbara(23d District)

Democrat—5th term

EltonGallegly

of Simi Valley (24th District) Republican—10th term

Howar dP.

“Buck ”

McKeon

of Santa Clarita

DavidDreierof San Dimas (26th District) Republican—13th term

CALIFORNIA

XavierBecerra

of Los Angeles (31st District) Democrat—7th term

Hilda L.Solis

of El Monte (32d District) Democrat—3d term

DianeE.Watsonof Los Angeles (33d District) Democrat—3d term

LucilleRoybal-Allardof Los Angeles (34th District) Democrat—7th term

CALIFORNIA

Linda T. Sánchez

of Lakewood (39th District) Democrat—2d term

Edward R. Royce

of Fullerton (40th District) Republican—7th term

Jerry Lewisof Redlands (41st District) Republican—14th term

GaryG. Millerof Diamond Bar

(42d District)

CALIFORNIA







brands are enduring





brands alter reality



experience reputation



experience brand



taste tests



Coke vs. Pepsi



Without price,

people do notenjoy expensive

wine more



When told it was

expensive, people

got more pleasurefrom drinking the

same wine



The wine is better,

but it has nothingto do with the grapes

Y t lli i



wine

experience

of wine

You are not selling wine...



...and many things

contribute to theex erience of wine



experience

of wine















experience

of wine



minimum viable coffee



Your logo makes yourcoffee taste better



Brand

makes your

product better



experience

of wine

wine



You don’t have to havethe “best” product



How do I do it?



BIG

little



BIG



Be clear and focused





Be opinionated



Be polarizing



hate love

“meh”

LOL EPIC FAIL ZOMGBBQ!1!

ZONE OF











“Take whatever you think some guys don't like—

and play it up.”



“Take whatever you think some customers won't like—

and play it up.”







This is an aggressive ale. You probably won’t like it.

It is quite doubtful that you have the taste or sophistication

to be able to appreciate an ale of this quality and depth.

We would suggest that you stick to safer and more familiar territory—

maybe something with a multi-million dollar ad campaign aimed atconvincing you it’s made in a little brewery, or one that implies that

their tasteless fizzy yellow beverage will give you more sex appeal.

Perhaps you think multi-million dollar ad campaigns make things taste better.

Perhaps you’re mouthing your words as you read this.



Source: The Oatmeal



Source: The Oatmeal







be DIFFERENT not better









Be a part ofsomething bigger













0

150

300

450

600



little



Brand is

in the details

d t il d t il

detail



brand

detail

detail

detail

detail

detaildetail

detail





Source: pixelsrzen (Flickr)



Source: Hideya Hamano (Flickr)



















Details can have anout-sized effect



Details can beinexpensive or free



Add in few details

Someone will notice



Names and Naming

name



brand



*name = brand;



Name matters



words have meaning



ISBN 978-0028629308



Name is a vesselfor brand

Good Neutral Bad





Aim for good

Settle for neutral

Avoid bad



How to choose a name

Chance you will choose a new name



Chance you will keep the name you have

because you really, really like it

and so does your mom





Types of names



Functional

Invented

Experiential

Evocative



Functional names

seem safe...butthere’s a danger





...but they can still work





There is nobest kind of name



Pick a name

to match

your brand



Aim at the heart,not at the head



Evocative nameshave a lot of potential



EXERCISE:

Categorize the namesyou see around you



Examples













HoneywellRound Nest



























A brief comment ontrademark

name



brand



Don’t give away

the key tothe kingdom



zip codedumpster

popsicleescalator

jacuzzi



ZIP Code™Dumpster™

Popsicle™Escalator™

Jacuzzi™



1383 1366



Let’s review

Build a brand purposefully



Brand makes your product better

Brand is in the details

Name matters

Pick a name to match your brand

BRAND

NAME

representamen

interpretant object

signifier

sign

signified



signifier

sign

signified

representamen

interpretant object

a brand nameisa signifier;

signifiersarethosethingswehearorseethatbring tomind thesignifie d

mostproductsoraspectsofa productcan also serveassignifiersofthebrand

brandsare signs; signsarethecombination of asignifierand a signified;onecannotbethoughtof

withouttheother

ourperception ofa brand – theexperien cesand expectations

weassociatewith it– areitssignified

thesignified isco-created byboth brand stewardswho provideproducts (and messagesaboutthem) and individualswhoexperiencetheproducts

“A Model for Brand”

Hugh Dubberly





Don’t make something unlessit is necessary and useful;

but if it is both necessary anduseful, don’t hestitate to

make it beautiful.— Shaker design philosophy



Thanks.



JOE

BEZDEKCO [email protected]

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CFI November 1 Naming and Branding - Bezdek