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Naming and Positioning - Building a Brand

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Ashton Bishop analyzes the key components of branding and urges entrepreneurs to choose their brand name with care and consider the importance of branding from an early stage. Ashton emphasizes the importance of strategic branding and well-planned advertisements, and grants viewers many of the tools necessary to forge their own powerful brand.

This content was produced for the Founder Institute in 2014 by Founder Institute mentor Ashton Bishop, founder and Head of Strategy at Step Change Marketing. Find out more branding tactics at:
http://www.hellostepchange.com/

Published in: Business
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Naming and Positioning - Building a Brand

  1. 1. ‘FOUNDERS. NAMING AND POSITIONING’
  2. 2. Paris in the the Spring xx Bird in the the Hand xxx FAMILIARITY EXERCISE
  3. 3. MOST MARKETERS
 MISS THE 
 THE POINT!
  4. 4. TALKABILITY SHAREABILITY
  5. 5. WHAT ARE SOME BRANDS IN YOUR WORLD?
  6. 6. WHAT ARE SOME BRANDS IN YOUR WORLD?
  7. 7. WHAT ARE SOME BRANDS IN YOUR WORLD? ! The average person is exposed to: $13.3 billion advertising spend in Aus* Over 1,000,000 branded messages a year 3,000 branded message each day Only notice 80 React to 10 57% are remembered negatively *BrianWave Connection, UK, 2004
 *Neilsen data 2012
  8. 8. TRADITIONAL MARKETING
  9. 9. We’re hardwired to notice only what’s different
  10. 10. OUT THERE VS UP HERE!
  11. 11. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY
  12. 12. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY
  13. 13. 2/3RDS OF SEARCHES ARE PROMPTED OFFLINE
  14. 14. ASSUMING YOUR NAME’S NOT A CLANGER...
  15. 15. NAME + LINE = COMMUNICATIONS
  16. 16. Credible & clear Cut-through & edgy Clear Name + Clear Positioning = Unremarkable Cut-through Name + Cut-through Positioning = Nonsense Clear Name Cut-through Positioning Cut-through Name Clear Positioning
  17. 17. BUSINESS OWNER
 APATHY VS
  18. 18. vs
  19. 19. ASH’S NO NONSENSE CHECKLIST A good name won’t save a crap product The only way to ONE great name is via 100 crap ones Check the legals upfront (IP Australia) - cheap! Random word generators, thesaurus, scrabble play Acronyms are crap! Real world = Good! Things you can ‘verb’ are good (for some things) Diminutive is better than big!
  20. 20. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY
  21. 21. DANGER ZONE Needs to be fixed IMMEDIATELY IGNORE You have other priorities EDUCATION ZONE Communications focus with engaged customers ! A slower burn to increase importance over time Your communications focus - right now PREDATORY ZONE LOW CUSTOMER IMPORTANCE DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES COMPETITIVE POSITION HIGH MARKET LEADER Communications opportunity (market growth) BRAND SHARE Let market leader communicate these points THE PREDATORY BRIDGE
  22. 22. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY
  23. 23. LET’S GET PREDATORY
  24. 24. Strike at the weakness that arises out of your competitor’s greatest strength PREDATORY MARKETING
  25. 25. Prevents looking for parity Focus on relative advantages Strike at the weakness that arises out of your competitor’s greatest strength PREDATORY MARKETING
  26. 26. ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT PREDATORY MARKETING
  27. 27. HOW DOES IT WORK ONLINE TRADITIONAL BUILD METHODOLOGIESVS
  28. 28. SUMMARY GETYOUR NAME RIGHT GETYOUR MONEYBACK GET PREDATORY ASHTON BISHOP ON LINKEDIN “ASK FOR PREDATORY INSPIRATIONS”

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