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Mike Fridgen - Branding, startup style
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Mike Fridgen - Branding, startup style

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  • 1. BRANDING: Startup Mike Fridgen, @mfridgen,
  • 2. 1 2 3INSPIRE BRANDING ACTION
  • 3. 1 2 3INSPIRE BRANDING ACTION
  • 4. Apollo 11
  • 5. “One Google searchquery uses about asmuch computing asthe entire Apolloprogram!”
  • 6. BIG DABuzzword orNext BIG thing?
  • 7. “applying thetools ofartificialintelligence,like machinelearning, tovast newtroves of databeyond thatcaptured in
  • 8. “In the next tenyears, digital dataalone is expectedto grow 44
  • 9. Take theleap offaith, youshould.
  • 10. 1 2 3INSPIRE BRANDING ACTION
  • 11. BRANDINGWhere tostart?
  • 12. For smart consumers, Farecast helps youFirst, positioning s make informedWhat are we going to decisions whenstand for and to whom purchasing travel.
  • 13. Second, Tagline Know when tothat willMemorable phrase buysum up the tone andpremise of a brand
  • 14. Functional: trustedadvisors, travel pricing expertsThird, Brand BeneFunctional and emotionalbenefits – comes through Emotional: feel in thein what we doconfidentwe know, feel and what insay my purchase
  • 15. NAMINGWhere tostart?
  • 16. First, Name TypeGeneric, Descriptive, Suggestive,Arbitrary, FancifulType Descriptive or Fanciful Generic Descriptive Suggestive ArbitraryTrademark Suggestive No YesMeaning High LowInvestment Low High
  • 17. Second, SearchNot a scientific process… be Shortlist of names:creative and get feedbackpriceyeti, price, pricely, buyQ, decide
  • 18. Third, NegotiatePeople can get emotional abouttheir domain’s valueDecide.com for $175K
  • 19. Be your brand
  • 20. 1 2 3INSPIRE TRANSFORM ACTION
  • 21. Lock down your positioning statement Select a brand that fits and provides you room to grow Put your pencil down andget on to the product, that’s what matters most
  • 22. Posting to Twitter? #gwstartupday