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Founders Institute Naming Talk June 2 2009 Slideshare Version


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I presented these slides at TheFunded Founder's Institute at Stanford on June 2, 2009. It distills my thinking and suggested approach on building and analyzing a brand and name for your company or product.

Have to attribute much of the concrete thoughts to Igor International.

Hope it helps you kick a**!

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Founders Institute Naming Talk June 2 2009 Slideshare Version

  1. 1. Jay Jamison President, Moonshoot [email_address] Naming
  2. 2. About Jay <ul><li>Co-Founder & President </li></ul><ul><li>English learning for children everywhere </li></ul><ul><li>Venture-backed, pre-launch </li></ul>
  3. 3. About Jay (pre-start-up) <ul><li>Employee # 17146 </li></ul><ul><li>PC on every desk, in every home </li></ul><ul><li>Public, $60B in revenue </li></ul>
  4. 4. <ul><li>Why is naming important? </li></ul><ul><li>Experience & lessons learned </li></ul><ul><li>Specific advice & tips </li></ul><ul><li>Show & tell </li></ul><ul><li>Not in scope: domain-hunting </li></ul>
  5. 6. Names matter <ul><li>It’s all the marketing you’ve got (for now) </li></ul><ul><li>It sets your position relative to competition </li></ul><ul><li>It’s EVERYWHERE you are </li></ul>
  6. 7. Experience & Lessons #1 -- Bad <ul><li>Lessons </li></ul><ul><li>CUSTOMERS </li></ul><ul><li>Less is more </li></ul><ul><li>Have a decider </li></ul><ul><li>Pass the “Human” test </li></ul>X
  7. 8. Experience & Lessons # 2 -- Good <ul><li>Lessons </li></ul><ul><li>Learn about naming </li></ul><ul><li>Run through Igor process </li></ul><ul><li>Work fast, i.e., 3 hours </li></ul><ul><li>Pass the “Human” test </li></ul>
  8. 9. Advice & Tips
  9. 10. 4 Types of Names Source: Igor International Name Types Example Pros Cons Functional Know what it is Not distinct Invented Agilent Aquient Oreo Google Easy trademark Memorable (or not) Difficult to know what you’ve got Experiential Navigator Explorer Safari Make sense to consumer Becomes common Evocative Virgin (v. BA) Apple (v. IBM) Strong for positioning Non-linear
  10. 11. Igor’s Process (Adapted) <ul><li>Analyze company names from your space </li></ul><ul><li>Establish your differentiation & positioning </li></ul><ul><li>Brainstorm potential names </li></ul><ul><li>Assess potential names </li></ul><ul><li>Check for availability </li></ul>
  11. 12. Step 1 : Look at Company Names Types Functional Invented Experiential Evocative Baby Einstein Leap Frog Cappela University Head Sprout Berlitz Kumon
  12. 13. Step 2: Our Positioning <ul><li>Connected to a world beyond the horizon </li></ul><ul><li>Global </li></ul><ul><li>Fun </li></ul><ul><li>Forward-looking & ambitious </li></ul><ul><li>Human </li></ul><ul><li>Confident </li></ul><ul><li>Aspirational </li></ul><ul><li>Different </li></ul>
  13. 14. Step 3 : Brainstorm names <ul><li>Leapfrog (reference) </li></ul><ul><li>LearnNow </li></ul><ul><li>Cumlaude </li></ul><ul><li>Global Edge </li></ul><ul><li>Moonshoot </li></ul><ul><li>Boost </li></ul><ul><li>Sunray </li></ul><ul><li>Camo </li></ul><ul><li>Orbit </li></ul><ul><li>Yoko </li></ul><ul><li>Butterflyeffect </li></ul><ul><li>… </li></ul>Write them all down No matter how embarassing
  14. 15. 9 factors for scoring names <ul><li>Appearance </li></ul><ul><li>Distinctive </li></ul><ul><li>Depth </li></ul><ul><li>Energy </li></ul><ul><li>Humanity </li></ul><ul><li>Positioning </li></ul><ul><li>Sound </li></ul><ul><li>“ 33” </li></ul><ul><li>Trademark </li></ul>Source: Igor International 10 point scale for each category
  15. 16. Step 4: Score names Source: Igor International
  16. 17. Thanks! <ul><li>Email: [email_address] </li></ul><ul><li>Twitter: jeremiahjamison </li></ul><ul><li>Blog: Leaving the Flock </li></ul>