What’s in a Name?      Shawn Busse, CEO
1)   “ExpErtisE”2)   Why?3)   DangErs4)   ExamplEs5)   hoW-to6)   surprisE!
1) Qualifications!
Published2x AwardWinner     Published                                          Award                                      ...
2) Why takE “naming”   sEriously?
To   puT iT   Simply: The FirST   joboF markeTing iS To diSTinguiSh your-SelF From The compeTiTion.    ThaTmeanS doing Som...
Reasoning...
1) WE’rE nEW!2) BaD history3) signalling4) oWnErship Ego5) olD paraDigms (aaa   plumBing)6) inhErEtED   thoughtlEssnEss
Bad ideas   aRen’t alwaysfixed...
BenQ?Qisda?
3) DangEr! Do not try   this at homE
iF i     can   Talk, Then i can name companieS!              “sign   me              up!”clienT’SpercepTionoF Value       ...
4) ExamplEs
bogumil, holzgang, & harriS, pcinTegraTed joinT SpecialiSTSdelap, whiTe, caldwell, & croy
or...
A Quick Tutorial...
FUNcTioNAL NAMES: The lowestcommon denominator of names,usually either named after a person,purely descriptive of what the...
iNvENTED NAMES: “invented” as ina made-up name (Acquient, Agilent,Alliant, Google, oreo) or a non-Englishname that is not ...
EXPERiENTiAL NAMES: A directconnection to something real, a partof direct human experience. Usuallyliteral in nature, but ...
EvocATivE NAMES: These names aredesigned to evoke the positioning ofa company or product rather than thegoods and services...
5) procEss
EXPLoRATIoN200   50   25 10 3
Partnership   continuityAlignment        Keystone
Theme ExplorationALLY            PARTNERSHIP                ENERGIZEActuAlly        Aegis          Salient     Anima      ...
CONFLUENCE  •   Definition: "the converging of      two or more streams"AFFLUENCE  •   Definition: "a flowing toward,     ...
fluencefluence                                                         503.245.0766                                       ...
mentor   ass ociat es                                                                                                     ...
6) Bonus!
10 things that make a     great name...
1. it’s memorable
2. it stands out   amongst your   competitors
3. it isn’t obscure
4. it isn’t generic
5. Shorter is better
6. it describes your   difference
7. it has an available   URL
8. it is not too similar   to competing names
9. it’s positive!
10. it’s pleasant to say   “…that just rolls   off the tongue”
Thank You.      Shawn Busse  shawn@kinesisinc.com      @shawnbusse
PixelSpoke Lunch and Learn: Company Naming Strategies
PixelSpoke Lunch and Learn: Company Naming Strategies
PixelSpoke Lunch and Learn: Company Naming Strategies
PixelSpoke Lunch and Learn: Company Naming Strategies
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PixelSpoke Lunch and Learn: Company Naming Strategies

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PixelSpoke Lunch and Learn: Shawn Busse of Kinesis discusses company naming strategies.

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PixelSpoke Lunch and Learn: Company Naming Strategies

  1. 1. What’s in a Name? Shawn Busse, CEO
  2. 2. 1) “ExpErtisE”2) Why?3) DangErs4) ExamplEs5) hoW-to6) surprisE!
  3. 3. 1) Qualifications!
  4. 4. Published2x AwardWinner Published Award Winner! Published Award Winner! Published
  5. 5. 2) Why takE “naming” sEriously?
  6. 6. To puT iT Simply: The FirST joboF markeTing iS To diSTinguiSh your-SelF From The compeTiTion. ThaTmeanS doing SomeThing diFFerenT.don’T pick a name ThaT makeS youone oF The TreeS in The ForeST andThen Spend The reST oF your markeT-ing budgeT Trying To STand ouT.
  7. 7. Reasoning...
  8. 8. 1) WE’rE nEW!2) BaD history3) signalling4) oWnErship Ego5) olD paraDigms (aaa plumBing)6) inhErEtED thoughtlEssnEss
  9. 9. Bad ideas aRen’t alwaysfixed...
  10. 10. BenQ?Qisda?
  11. 11. 3) DangEr! Do not try this at homE
  12. 12. iF i can Talk, Then i can name companieS! “sign me up!”clienT’SpercepTionoF Value “pocket chAnge” “drAwing “Anybody cAn open is hArd!” A dictionAry” clienT FamiliariTy wiTh ouTpuT
  13. 13. 4) ExamplEs
  14. 14. bogumil, holzgang, & harriS, pcinTegraTed joinT SpecialiSTSdelap, whiTe, caldwell, & croy
  15. 15. or...
  16. 16. A Quick Tutorial...
  17. 17. FUNcTioNAL NAMES: The lowestcommon denominator of names,usually either named after a person,purely descriptive of what thecompany or product does, or a pre- orsuffixed reference to functionality.(infoseek, LookSmart)
  18. 18. iNvENTED NAMES: “invented” as ina made-up name (Acquient, Agilent,Alliant, Google, oreo) or a non-Englishname that is not widely known.
  19. 19. EXPERiENTiAL NAMES: A directconnection to something real, a partof direct human experience. Usuallyliteral in nature, but presented with atouch of imagination.(Netscape, Palm Pilot)
  20. 20. EvocATivE NAMES: These names aredesigned to evoke the positioning ofa company or product rather than thegoods and services or the experienceof those goods and services. Removedfrom direct experience, but relevant –evoking memories, stories, and manylevels of association. (virgin, Apple,cracker jack)
  21. 21. 5) procEss
  22. 22. EXPLoRATIoN200 50 25 10 3
  23. 23. Partnership continuityAlignment Keystone
  24. 24. Theme ExplorationALLY PARTNERSHIP ENERGIZEActuAlly Aegis Salient Anima LiftingCentrAlly Allied Sapient Boon LumenColleague Caliber Scion Bounty MotivaCompact Deep Bench Manos Foster MotiveFiscAlly Principal(s) Partisan Fusion SpiraStrategAlly TacticAlly Kindle VersaStrategicAllyDIRECTION FRIENDLY HOLISTICArch Accolade Halcyon Absolute LionShareBridgeway Amity Handshake Apex ManifoldOnTrack Concordia Harmonia In Sum ROImpactPolestar Cordant Harmony In Toto SummaStrategEase Cordia SympaticoStrateKey Fairing WinsomeTouchstone
  25. 25. CONFLUENCE • Definition: "the converging of two or more streams"AFFLUENCE • Definition: "a flowing toward, an abundance"
  26. 26. fluencefluence 503.245.0766 9430 SW Coral Street, No. 100 Portland, Or 97223 fluenceportland.com503.245.07669430 SW Coral Street, No. 100Portland, Or 97223fluenceportland.com fluence MARK HOLZGANG cpa principal MHolzgang@fluenceportland.com phone 503.245.0766 fax 503.245.9510 fluence 503.245.0766 9430 SW Coral Street, No. 100 Portland, Or 97223 fluenceportland.com
  27. 27. mentor ass ociat es 503.245.0766 9430 SW Coral Street, No. 100 Portland, Or 97223 503.245.0766 MentorPortland.com 9430 SW Coral Street, No. 100 Portland, Or 97223 MentorPortland.com traci harris cpa principal THarris@mentorportland.com phone 503.245.0766 fax 503.245.9510 mentor a ssocia t e s 503.245.0766 9430 SW Coral Street, No. 100 Portland, Or 97223 MentorPortland.com
  28. 28. 6) Bonus!
  29. 29. 10 things that make a great name...
  30. 30. 1. it’s memorable
  31. 31. 2. it stands out amongst your competitors
  32. 32. 3. it isn’t obscure
  33. 33. 4. it isn’t generic
  34. 34. 5. Shorter is better
  35. 35. 6. it describes your difference
  36. 36. 7. it has an available URL
  37. 37. 8. it is not too similar to competing names
  38. 38. 9. it’s positive!
  39. 39. 10. it’s pleasant to say “…that just rolls off the tongue”
  40. 40. Thank You. Shawn Busse shawn@kinesisinc.com @shawnbusse

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