Breakthrough Branding: Brand Naming Tips and Trade Secrets eBook
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Breakthrough Branding: Brand Naming Tips and Trade Secrets eBook

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The eBook that Started it All. IDeas BIG has built many brands for clients of all sizes, from small tech startup to multinational corporation, but how do we do it? This informative eBook has the......

The eBook that Started it All. IDeas BIG has built many brands for clients of all sizes, from small tech startup to multinational corporation, but how do we do it? This informative eBook has the secrets of brand naming logo design, taglines and much more.

Naming a company, start-up, product or service is hard work, complex and often rife with mistakes. Billion dollar companies screw this up every year, while under-funded start-ups launch into the stratosphere with a name that seems brilliant and full of meaning, with little or no advertising.

As we will share in the first chapter, naming is very important, yet so often botched up. Despite the extreme amount of strategy and creativity required to develop an effective brand name, often everyone in the company feels compelled, and capable of contributing to name development.

This book is a naming tell all. Lay it all out there. Set the record straight.

Breakthrough Branding: Brand Naming Tips & Trade Secrets will, hopefully, give you an understanding and appreciation for this art and science of naming. We look forward to sharing more branding advice and insight throughout the full book.

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  • 1. www.ideasbig.com BrandNamingTips&TradeSecrets Breakthrough Branding Neil M. Brown
  • 2. www.ideasbig.com >>BreakthroughBranding: Brand Naming Tips & Trade Secrets Contents: PREFACE..........................................................................................................................................7 Chapters: 1. Naming: The Most Important Marketing Decision.......................................9 2. What’s Your Name Type? ...........................................................................................13 3. Secret Sauce: The Naming Process......................................................................17 Case Study: Naming a Beer ................................................................................21 4. Do-It-Yourself Names ...................................................................................................27 Case Study: Naming Contests............................................................................31 5. Tips on Taglines ...............................................................................................................37 Tagline Hall of Fame................................................................................................39 Case Study: Cookie Taglines.................................................................................41 6. Trademark Registration ...............................................................................................45 Generic Trademarks.................................................................................................49 7. The Domain Name Game...........................................................................................53
  • 3. Breakthrough Branding ›› Brand Naming Tips & Trade Secrets 3 8. Best and Worst Brands and Names........................................................................60 The Interbrand Best Global Brands...................................................................65 Great Brand Names..............................................................................................71 Bad Brand Names.....................................................................................................74 9. More Brand Naming Case Studies.........................................................................82 Naming a Tech Start-Up........................................................................................88 Naming a Non-Profit...............................................................................................94 Naming a Hand Tool...............................................................................................98 Naming a Software Company........................................................................101 10. Branding Beyond Naming.....................................................................................106 Visual Branding.......................................................................................................110 Brand Standards.....................................................................................................113 11. Confessions of a Namer...........................................................................................117 Show Me the Money.............................................................................................119 12. Naming Resources.....................................................................................................125 About Us: About the Author................................................................................................................129 About IDeas BIG™................................................................................................................130
  • 4. www.ideasbig.com Naming a company, start-up, product or service is hard work, complex and often rife with mistakes. Billion dollar companies screw this up every year, while under-funded start-ups launch into the stratosphere with a name that seems brilliant and full of meaning, with little or no advertising. Intuitively, your brand name is the foundation of all that is marketing. A great name is an advertisement in itself. A name can do more for achieving desired positioning than a budget the size of Australia’s GDP (exaggeration intended). The best names tell a story, and make marketing easier. A breakthrough name can garner free publicity, just because of the name. What if Google launched with its original name BackRub? Would it be as successful? We know the product is great, but is the brand name Google more memorable and interesting? Of course. As we will share in the first chapter, naming is very important, yet so often botched up. Despite the extreme amount of strategy and creativity required to develop an effective brand name, often everyone in the company feels compelled, and capable of contributing to name development. This book is a naming tell all. Lay it all out there. Set the record straight. Preface >>
  • 5. Breakthrough Branding ›› Brand Naming Tips & Trade Secrets 5 Breakthrough Branding: Brand Naming Tips & Trade Secrets will, hopefully, give you an understanding and appreciation for this art and science of naming. There are types of names that will help you understand the most effective naming for your scenario. A disciplined naming process will be shared that entails category and customer insight, competitive positioning and more. Tips on taglines, trademarks and domains will be detailed. Case studies will demonstrate how to develop great names. Names of the most successful brands in the world will be evaluated— along with some of the greatest names in history—and some of the worst names. Visual branding will be considered. Finally, the naming resources used by the author will be divulged including websites and books. About the Author AuthorNeilM.BrownisfounderandchiefnamingofficerofIDeas BIG(brandidentitygroup),afull-servicenamebranddevelopment using a proprietary Name Optimization™ process refined over hundredsofbrandingengagements.Aprocessthatincludessuch techniques as competitive mapping, name scoring and trademark screening—the same tools and techniques used in name development projects for billion dollar clients.
  • 6. www.ideasbig.com >>AboutIDeasBIG IDeas BIG™ (brand identity group) is a branding and name development consultancy that assists organizations with creating business, product and service names, taglines, domain names, trademark registration and more. Founded by Neil Brown, IDeas BIG provides full-service brand development and naming services, using such proprietary processes as Name Optimization™, competitive mapping and name scoring. The same tools and techniques used in name development projects for billion dollar clients. “With the saturation of brand names, and high failure rate of new products, effective naming is more critical than ever,” says Neil Brown, company founder and “chief naming officer”. He adds, “IDeas BIG fills a need for smaller companies, and even national companies needing breakthrough names, but cannot afford to spend thousands of dollars with a boutique branding consultancy, or millions with a branding division of an advertising holding company.”