Your SlideShare is downloading. ×
0
BRANDING: Startup  Mike Fridgen, @mfridgen,          Style
1      2      3INSPIRE     BRANDINGACTION
1      2      3INSPIRE     BRANDINGACTION
Apollo 11
“One Google searchquery uses about asmuch computing asthe entire Apolloprogram!”Amit Singhal, Google@theamitsinghal 8/12
BIG DABuzzword or NextBIG thing?
“applying thetools ofartificialintelligence,like machinelearning, tovast newtroves of databeyond thatcaptured instandardda...
“In the next tenyears, digital dataalone is expectedto grow 44
Take theleap offaith, youshould.
1      2      3INSPIRE     BRANDINGACTION
BRANDINWhere tostart?
First, positioningstatementWhat are we going tostand for and to whom
For smart consumers, Farecast helps you   make informed   decisions when  purchasing travel.
Second, TaglineMemorable phrase that willsum up the tone andpremise of a brand
Second, Tagline  Know when tothat willMemorable phrase buysum up the tone andpremise of a brand
Third, Brand BeneFunctional andemotional benefits –comes through in whatwe do and what we say
Functional: trustedadvisors, travel pricing       expertsEmotional: feel in theknow, feel confident in    my purchase
NAMINGWhere to start?
First, Name TypeGeneric, Descriptive, Suggestive,Arbitrary, FancifulType    Descriptive or Fanciful      Generic Descripti...
Second, SearchNot a scientific process… be   Shortlist of names:creative and get feedbackpriceyeti, price, pricely,     bu...
Third, NegotiatePeople can get emotional abouttheir domain’s valueDecide.com for $175K
Be your brand
1      2      3INSPIRE     BRANDINGACTION
Lock down your  positioning statement    Select a brand that     fits and provides     you room to grow Put your pencil do...
Posting to Twitter? #gwstartupday
Mike Fridgen: Branding, Startup Style
Mike Fridgen: Branding, Startup Style
Mike Fridgen: Branding, Startup Style
Mike Fridgen: Branding, Startup Style
Mike Fridgen: Branding, Startup Style
Mike Fridgen: Branding, Startup Style
Mike Fridgen: Branding, Startup Style
Mike Fridgen: Branding, Startup Style
Mike Fridgen: Branding, Startup Style
Upcoming SlideShare
Loading in...5
×

Mike Fridgen: Branding, Startup Style

257

Published on

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
257
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Mike Fridgen: Branding, Startup Style"

  1. 1. BRANDING: Startup Mike Fridgen, @mfridgen, Style
  2. 2. 1 2 3INSPIRE BRANDINGACTION
  3. 3. 1 2 3INSPIRE BRANDINGACTION
  4. 4. Apollo 11
  5. 5. “One Google searchquery uses about asmuch computing asthe entire Apolloprogram!”Amit Singhal, Google@theamitsinghal 8/12
  6. 6. BIG DABuzzword or NextBIG thing?
  7. 7. “applying thetools ofartificialintelligence,like machinelearning, tovast newtroves of databeyond thatcaptured instandarddatabases”
  8. 8. “In the next tenyears, digital dataalone is expectedto grow 44
  9. 9. Take theleap offaith, youshould.
  10. 10. 1 2 3INSPIRE BRANDINGACTION
  11. 11. BRANDINWhere tostart?
  12. 12. First, positioningstatementWhat are we going tostand for and to whom
  13. 13. For smart consumers, Farecast helps you make informed decisions when purchasing travel.
  14. 14. Second, TaglineMemorable phrase that willsum up the tone andpremise of a brand
  15. 15. Second, Tagline Know when tothat willMemorable phrase buysum up the tone andpremise of a brand
  16. 16. Third, Brand BeneFunctional andemotional benefits –comes through in whatwe do and what we say
  17. 17. Functional: trustedadvisors, travel pricing expertsEmotional: feel in theknow, feel confident in my purchase
  18. 18. NAMINGWhere to start?
  19. 19. First, Name TypeGeneric, Descriptive, Suggestive,Arbitrary, FancifulType Descriptive or Fanciful Generic Descriptive Suggestive ArbitraryTrademark Suggestive No YesMeaning High LowInvestment Low High
  20. 20. Second, SearchNot a scientific process… be Shortlist of names:creative and get feedbackpriceyeti, price, pricely, buyQ, decide
  21. 21. Third, NegotiatePeople can get emotional abouttheir domain’s valueDecide.com for $175K
  22. 22. Be your brand
  23. 23. 1 2 3INSPIRE BRANDINGACTION
  24. 24. 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
  25. 25. Posting to Twitter? #gwstartupday
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×