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