Foundersinstitutenamingtalkjune22009slideshareversion 090608182504-phpapp01

Jay Jamison President, Moonshoot [email_address] Naming

About Jay ,[object Object],[object Object],[object Object]

About Jay (pre-start-up) ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object]

Names matter ,[object Object],[object Object],[object Object]

Experience & Lessons #1 -- Bad ,[object Object],[object Object],[object Object],[object Object],[object Object],X

Experience & Lessons # 2 -- Good ,[object Object],[object Object],[object Object],[object Object],[object Object]

Advice & Tips http://www.igorinternational.com/process/igor-naming-guide.pdf

4 Types of Names Source: Igor International Name Types Example Pros Cons Functional Betonline.com Betus.com Sportsbook.com Know what it is Not distinct Invented Agilent Aquient Oreo Google Easy trademark Memorable (or not) Difficult to know what you’ve got Experiential Navigator Explorer Safari Make sense to consumer Becomes common Evocative Virgin (v. BA) Apple (v. IBM) Strong for positioning Non-linear

Igor’s Process (Adapted) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Step 1 : Look at Company Names Types Functional Invented Experiential Evocative K12.com Baby Einstein Leap Frog Cappela University Head Sprout Berlitz Kumon

Step 2: Our Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step 3 : Brainstorm names ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Write them all down No matter how embarassing

9 factors for scoring names ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Igor International 10 point scale for each category

Step 4: Score names Source: Igor International

Thanks! ,[object Object],[object Object],[object Object]

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