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#SEDTalks Bars and Brands edition July 22 2016 Tales of the Cocktail

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A seminar from Tales of the Cocktail, New Orleans, 2016.

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#SEDTalks Bars and Brands edition July 22 2016 Tales of the Cocktail

  1. 1. #SEDTalks Bars & Brands #SEDTalks @TOTC2016
  2. 2. Rebekkah Dooley #SEDTalks @TOTC2016 T/IG: @rebekkahdooley
  3. 3. Thank you!
  4. 4. Audrey Fort #SEDTalks @TOTC2016 T: @audreycfort IG: @audreyfort
  5. 5. SEDTALKS BARS, BRANDS & COMPANIES NAMING 101 Audrey Fort, Co-Owner, THE ROOSTER FACTORY
  6. 6. WHAT’S IN THE NAME? • A name plays a major role in the company’s, brand’s or bar’s identity. It is one piece of the puzzle of building a brand. • Introduction • Personality, culture • Explanation • Anchor • Differentiation • Value proposition • Buzz •“Your brand is what people say about you when you’re not in the room.” – Jeff Bezos, Founder of Amazon
  7. 7. THE NAMING PROCESS 1. Develop a strategy to choose a great brand name • Goals • Co-existence with product or service names 2. Brainstorm • Generate plenty of potential names • Use the ”types of names” grid
  8. 8. Abbreviation Microsoft, Amtrak Acronym BP, IBM, KFC, UPS Alliteration Dunkin’ Donuts, Planters Peanuts, Brooks Brothers Appropriation Bloody Mary’s (for a restaurant), Blackberry, Caterpillar Classical Roots Pentium, Quattro, Avis Composition PageMaker, Comcast, Nutrasweet, Accuvue, Bisquick Descriptive Southwest Airlines, Bed, Bath & Beyond, Airbus, Volkswagen, Toys R Us, General Motors Evocative (describes an experience or image) Sprint, London Fog, KitchenAid, Frigidaire, In-n-Out Burgers Fabricated Google, Exxon, Kodak, Xerox, Häagen Dazs, Verizon Foreign Words Diageo, Volare, Montero, Samurai Founders or inventor’s name Hewlett Packard, Hilton, Disney, Ford, Dell Geography Budweiser, Winnebago, Silicon Valley Bank History Rocky Mountain Chocolate Factory, ebay, Cisco Humor Lettuce Entertain You Restaurants, Cracker Jack, Yahoo!, Bullfrog Ideophonemes 7-UP, 7-Eleven, V-8, WD-40, Cambio 16 Merged Packard-Bell, Rolls-Royce, ExxonMobil Mimetics (alternative spelling) Krispy Kreme, Krazy Glue, Kwik Kopy, Kleenex Mythological Oracle, Midas Mufflers, Mercury, Nike Onomatopoeia ZapMail, Sizzler Steakhouse, Kookooroo, Kisses Out of context Apple Oxymoron True Lies, Steel Magnolias, Intimate Strangers TYPES OF NAMES
  9. 9. NAME GENERATORS? • Combine key words with other words and generate a list of available domain names: • http://www.shopify.com/tools/business-name-generator • http://www.leandomainsearch.com • https://gospaces.com/tools/business-name-generator • http://wordoid.com/: "intelligent naming tool" that supplies you with a random list of made-up words that "look nice and feel great”. •▶ barnulf, rhubara, barned, combark, barlock, •helbars, barbars, lebarst, barscales
  10. 10. THE NAMING PROCESS 3. Evaluate your list against your objectives criteria
  11. 11. AVAILABILITY-PROTECTABILITY  Trademarked?  Available to register as a domain?  Too similar?  Protect it in all relevant geographies?
  12. 12. DISTINCTIVENESS  Stands out?  Separates well from ordinary text and speech?  Easy to find? • The most common bar names in America, according to Foursquare (2014) • The Pour House: 40 bars • The Bar: 37 • The Office: 26 • On the Rocks: 25 • Tiki Bar: 24 • Shooters: 23 • Moose Lodge: 18 • R Bar: 18 • The Pub: 18 • The Spot: 17 • The Tavern: 17 • Corner Bar: 16
  13. 13. RELEVANCE  Captures the brand’s essence? Reflects the brand values?  Positions the product offering? Reinforces the value proposition?  Conveys a culture or a position, and differentiates the product?
  14. 14. EASY SPELLING  Easy to spell and say?  Able to spell the name after hearing it spoken?  Able to pronounce it after seeing it written?  Sounds good on the phone?  Appropriate in meaning in all major languages?  Relevant for all cultural sensitivities?
  15. 15. MEMORABILITY  Short enough to be easily recalled and used?  Reduced to a nickname?  Sticks after being seen just once?  Facilitates communication via word of mouth?
  16. 16. SOUND & VISUAL SYMBOLISM  Sounds right to your target customers?  Sound powerful and established (for a business)?  Translates easily into a logo? • Baluba / Takete • Bouba / Kiki
  17. 17. LATENT ASSOCIATION  Appropriate to target audience?  Negative and positive associations?  Does sound symbolism or phono-semantics affect the evaluation of a name's latent association?
  18. 18. EVOCATION  Connect with the target market?  Ignites the consumer’s passion?  Spark a connection, resonates with the consumers?  Creates enough curiosity that it encourages consumers to seek you out further?
  19. 19. EXTENDIBILITY  Has “legs”?  Suggests a visual interpretation or lends itself to a number of creative executions?  Isn’t it too specific or narrow in focus?  Communicates a brand image that’s bigger than the goods to potentially expand the product offer?
  20. 20. THE NAMING PROCESS 4. Test your name 5. Protect it
  21. 21. Thank you!
  22. 22. Sarah Lohman #SEDTalks @TOTC2016 @FourPoundsFlour
  23. 23. DISTILLING BROOKLYN @FourPoundsFlour #DistillingBK #TOTC2016
  24. 24. BROOKLYN 1766
  25. 25. 1851
  26. 26. 1951
  27. 27. 20162016
  28. 28. PIERREPONT'S DISTILLERY
  29. 29. 1851
  30. 30. CUNNINGHAM & HARRIS
  31. 31. SWILL MILKSWILL MILKSWILL MILK
  32. 32. SWILL MILK
  33. 33. TEMPERANCETEMPERANCE
  34. 34. 1862 EXCISE TAX1862 EXCISE TAX1862 EXCISE TAX
  35. 35. VINEGAR HILL
  36. 36. WHISKEY WARWHISKEY WARWHISKEY WAR
  37. 37. PROHIBITIONPROHIBITIONPROHIBITION
  38. 38. AFTERWARDS...1950s
  39. 39. LAW CHANGELAW CHANGE
  40. 40. KINGS COUNTYKINGS COUNTYKING’S COUNTY
  41. 41. KINGS COUNTYKINGS COUNTYKING’S COUNTY
  42. 42. BROOKLYN GINBROOKLYN GINBROOKLYN GIN
  43. 43. INDUSTRY CITYINDUSTRY CITYINDUSTRY CITY
  44. 44. INDUSTRY CITYINDUSTRY CITYINDUSTRY CITY
  45. 45. VAN BRUNTVAN BRUNTVAN BRUNT
  46. 46. LEGALIZE IT
  47. 47. @FourPoundsFlour #DistillingBK #TOTC2016
  48. 48. @FourPoundsFlour #DistillingBK #TOTC2016
  49. 49. Thank you!
  50. 50. Oron Lerner #SEDTalks @TOTC2016 T: @OronLerner
  51. 51. Oron Lerner French 57 Bar, Tel Aviv New Orleans cocktails and cuisine Email: As well as and relevant only to this talk: MA Organizational Psychology, from Haifa University.
  52. 52. To be inserted
  53. 53. Thank you!
  54. 54. Naomi Levy #SEDTalks @TOTC2016 IG: @tendstotravel
  55. 55. Thank you!
  56. 56. Carin Luna-Ostaseski #SEDTalks @TOTC2016 T & IG: @siascotch
  57. 57. Thank you! #SEDTalks @TOTC2016

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