Mike Fridgen: Branding, Startup Style
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Mike Fridgen: Branding, Startup Style

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Mike Fridgen: Branding, Startup Style Mike Fridgen: Branding, Startup Style Presentation Transcript

  • 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 instandarddatabases”
  • “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 Descriptive Suggestive ArbitraryTrademark Suggestive No YesMeaning High LowInvestment Low High
  • Second, SearchNot a scientific process… be Shortlist of names:creative and get feedbackpriceyeti, price, pricely, buyQ, decide
  • 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 down andget on to the product, that’s what matters most
  • Posting to Twitter? #gwstartupday