This document provides examples of beer brand naming archetypes and nomenclature systems for different beer categories. It includes sample brand names, descriptors, and modifiers for categories such as Zero/Low Alcohol, Special/Premium, Intense/Strong, Natural/Organic, Better For You/Healthy, and various cross-category examples. The goal is to create contextualized naming systems that maintain continuity with brand positioning strategies.
This document provides examples of beer brand nomenclature systems and archetypes for different beer categories. It includes potential brand names, descriptors, and modifiers for categories such as zero/low alcohol, special/premium, natural/organic, and better-for-you beers. Guidelines are provided for developing coherent naming architectures within and across categories using prefixes, suffixes, and other linguistic techniques. The goal is to create nomenclature that maintains continuity with brand positioning while differentiating products through descriptive, contextualized names.
Beer Nomenclature Archetypes - Product Work SampleBrand Acumen
This document provides examples of beer brand nomenclature systems and archetypes for different beer categories. It includes potential brand names, descriptors, and modifiers for categories such as zero/low alcohol, special/premium, natural/organic, and better-for-you beers. The goal is to create naming architectures that maintain continuity with brand positioning strategies and are contextualized for different dimensions like pronunciation, empowerment, and imagery.
Diageo Sample Name Archetype Ideation and Name DevelopmentBrand Acumen, LLC
This document presents potential brand names and naming architectures for different beer categories. It includes sample brand names and descriptors for categories such as zero-alcohol, low-alcohol, special/craft beers, natural/organic beers, and healthier option beers. For each category, it displays favorite name candidates and proposes branding systems using primary brands and descriptive sub-brands or variants. The goal is to create nomenclature systems that maintain continuity with the brand's messaging and positioning strategy.
Beer - Name Development Drives Product Innovation.pdfBill Smith
This document provides examples of beer name archetypes and brand nomenclature systems for different beer categories. It includes over a dozen sample brand architectures with potential names and descriptors for categories such as Zero/Low Alcohol, Special, Intense, Original, Natural, Better For You, and more. The goal is to create contextualized naming systems that maintain continuity with brand positioning strategies.
This document provides examples of beer brand names and descriptors organized into conceptual archetypes or categories. It begins by explaining the purpose is to create a contextualized system of nomenclature for category-driven beer brand concepts. Examples of brand names and descriptors are then provided sorted into categories like Zero Alcohol, Low Alcohol, Special, Intense, Original, and Better For You. Descriptors are also suggested that could potentially work across multiple categories. The document aims to develop nomenclature systems that maintain continuity with the brand positioning and messaging.
Category naming framework for a new beer lexicon (1)Brand Acumen, LLC
The document outlines Brand Acumen's process for developing new beer brands and category names for global expansion. It details a three-phase naming process including landscape analysis, name development through four iterations, and brand name validation. The goal is to bank six legally viable and contextually superior names per project to draw from for SABMiller's global expansion. Brand Acumen's naming approach examines linguistic and legal factors to create names that are memorable, contextually appropriate, and legally defensible on a global scale.
This document discusses best practices for naming brands. It notes that while a name is important, it is only one part of a brand. Successful companies can have unusual, distinctive names that are search engine friendly, meaningful, and ownable. When evaluating names, it is best to get outside opinions and find instant associations rather than relying only on the founder's preferences. The document also discusses techniques for generating name ideas and evaluating options, as well as how a company's brand architecture should relate different brand names under its portfolio.
The document discusses how to uncover brand archetypes through examining a brand's origin story, category codes, and competitive landscape. It provides examples of how brands like Louis Vuitton, Tumi, and 23andMe embody archetypes like the Ruler, Explorer, and Sage through exploring their founding principles, product goals, and advertising approaches. The key steps outlined are to revisit the brand's origin story and values, analyze category codes and signs, and evaluate the brand's role among competitors.
This document provides examples of beer brand nomenclature systems and archetypes for different beer categories. It includes potential brand names, descriptors, and modifiers for categories such as zero/low alcohol, special/premium, natural/organic, and better-for-you beers. Guidelines are provided for developing coherent naming architectures within and across categories using prefixes, suffixes, and other linguistic techniques. The goal is to create nomenclature that maintains continuity with brand positioning while differentiating products through descriptive, contextualized names.
Beer Nomenclature Archetypes - Product Work SampleBrand Acumen
This document provides examples of beer brand nomenclature systems and archetypes for different beer categories. It includes potential brand names, descriptors, and modifiers for categories such as zero/low alcohol, special/premium, natural/organic, and better-for-you beers. The goal is to create naming architectures that maintain continuity with brand positioning strategies and are contextualized for different dimensions like pronunciation, empowerment, and imagery.
Diageo Sample Name Archetype Ideation and Name DevelopmentBrand Acumen, LLC
This document presents potential brand names and naming architectures for different beer categories. It includes sample brand names and descriptors for categories such as zero-alcohol, low-alcohol, special/craft beers, natural/organic beers, and healthier option beers. For each category, it displays favorite name candidates and proposes branding systems using primary brands and descriptive sub-brands or variants. The goal is to create nomenclature systems that maintain continuity with the brand's messaging and positioning strategy.
Beer - Name Development Drives Product Innovation.pdfBill Smith
This document provides examples of beer name archetypes and brand nomenclature systems for different beer categories. It includes over a dozen sample brand architectures with potential names and descriptors for categories such as Zero/Low Alcohol, Special, Intense, Original, Natural, Better For You, and more. The goal is to create contextualized naming systems that maintain continuity with brand positioning strategies.
This document provides examples of beer brand names and descriptors organized into conceptual archetypes or categories. It begins by explaining the purpose is to create a contextualized system of nomenclature for category-driven beer brand concepts. Examples of brand names and descriptors are then provided sorted into categories like Zero Alcohol, Low Alcohol, Special, Intense, Original, and Better For You. Descriptors are also suggested that could potentially work across multiple categories. The document aims to develop nomenclature systems that maintain continuity with the brand positioning and messaging.
Category naming framework for a new beer lexicon (1)Brand Acumen, LLC
The document outlines Brand Acumen's process for developing new beer brands and category names for global expansion. It details a three-phase naming process including landscape analysis, name development through four iterations, and brand name validation. The goal is to bank six legally viable and contextually superior names per project to draw from for SABMiller's global expansion. Brand Acumen's naming approach examines linguistic and legal factors to create names that are memorable, contextually appropriate, and legally defensible on a global scale.
This document discusses best practices for naming brands. It notes that while a name is important, it is only one part of a brand. Successful companies can have unusual, distinctive names that are search engine friendly, meaningful, and ownable. When evaluating names, it is best to get outside opinions and find instant associations rather than relying only on the founder's preferences. The document also discusses techniques for generating name ideas and evaluating options, as well as how a company's brand architecture should relate different brand names under its portfolio.
The document discusses how to uncover brand archetypes through examining a brand's origin story, category codes, and competitive landscape. It provides examples of how brands like Louis Vuitton, Tumi, and 23andMe embody archetypes like the Ruler, Explorer, and Sage through exploring their founding principles, product goals, and advertising approaches. The key steps outlined are to revisit the brand's origin story and values, analyze category codes and signs, and evaluate the brand's role among competitors.
Brand Acumen has created many automotive brand names and concepts, including Escalade for Cadillac, Leaf for Nissan, and Element for Honda. They have also developed brand architectures and naming strategies for electric vehicle lineups through 2025 for an unnamed automaker. Brand Acumen evaluates proposed names using linguistic analysis to assess qualities like pronunciation, scriptability, and evocativeness, and has benchmark data on how recent automotive names like Palisade and Evija performed based on these attributes.
Proprietary pharmaceutical predictive brand name modelingBrand Acumen, LLC
The document discusses predictive brand name modeling conducted by Brand Acumen for the proposed pharmaceutical name "Galista". Key points:
- Galista scored 64 on the POCA average scale and tested well in global markets like Western Europe and English-speaking countries.
- Research participants associated Galista with attributes like supportive, innovative, safe, natural, autonomy and sincerity.
- Linguistic analysis showed Galista has high scriptability, visual aesthetics, syllabic balance, and ranks in the 80th-90th percentile for other categories.
- The analysis supports selecting Galista as the brand name due to its alliteration, associations aligning with project goals, and strong linguistic performance.
The document provides analyses of various potential names for an animal nutrition company. It rates names like SureFlex, Nexceed, ProSource, Enhance, Allinity, and Vantage based on scriptability, pronunciation, aesthetics, evocative meaning, and other linguistic factors. The top-scoring names generally combine elements related to protein, nutrition, flexibility, and enhanced performance.
The document outlines a proposal for developing a global loyalty program for FRHI hotels. It includes:
1. Developing a brand name and nomenclature system through a 4-phase process including research and validation to recommend an optimal name.
2. Creating a marketing and communications plan in phases to drive enrollment, awareness, and engagement over 2.5 years. The plan needs to balance global and local relevance and celebrate the three hotel brands.
3. Noting the complexities including multiple customer segments, program tiers and benefits, and three hotel brands across geographies. Maintaining local relevance while driving desired behaviors like increased stays and cross-property visits will be challenges for the marketing plan to address.
CAR-T Nomenclature Review and Brand Perception StudyBrand Acumen, LLC
The document discusses CAR-T therapy and provides an overview of the market landscape. It examines the nomenclature and branding of major companies developing CAR-T therapies. It also summarizes the results of a brand equity perception study conducted with 83 professionals. The study evaluated companies across 6 categories: web presence, collateral material, differentiation, depth, analyst perception, and market positioning. Each category was scored from 0-100 based on respondent answers to evaluate perceptions of each company's brand.
Brand Acumen By The Numbers. Brand Acumen, the world leader in Brand Name Development. We have crafted names that have generated more revenue for our clients than any name development firm in history.
Regulatory and Linguistic Analysis For a New Proprietary Drug NameBrand Acumen, LLC
Brand Acumen's Regulatory and Linguistic Analysis For a New Proprietary Drug Name. A look into what goes into the creation of a new pharmaceutical name. A Case Study: Janage
A study commissioned to investigate the potency of brand ingredient branding found the following:
1) NSAID brands like Aleve, Bufferin, Excedrin, Advil, Motrin, and Tylenol were evaluated based on attributes like credibility, efficacy, and safety.
2) Scores in areas like contextualization, semantics, linguistics, and speech recognition were generated for each brand.
3) The results provide a comparison of embedded brand potency among major NSAID brands.
Pharmaceutical Trademark Impact Study December, 2018Brand Acumen, LLC
The document summarizes the key findings of a study conducted by Brand Acumen on pharmaceutical naming and trademark professionals. The study found that drug companies are developing trademarks and names for new drugs earlier in the development process, with 90% developing generic names and 86% developing trademarks before or during Phase II trials. This is due to increased obstacles in clearing a name later in the process. The document recommends seeking trademarks as early as Phase I trials and identifying empty vessel names that can be reused.
This document provides 14 potential names ("Preferred Names" and "Reserve Names") for a plant-based protein snack company. The preferred names are described in 1-3 sentences each, highlighting key meanings and associations relating to freshness, health, and natural or farm-sourced ingredients. Traits like memorability, recognition, and appeal to millennial consumers are also discussed. The reserve names are simply listed without descriptions.
The document provides recommendations and narratives for potential new beer brand names for Project West Coast. It analyzes 30 potential names, providing 3 sentences or less of analysis for each name. The top recommended names are Sequella, Mezzo, Revo, Everlore, and Luma, based on their positive associations relating to balance, lightness, and sophistication.
Brand Acumen is a global brand naming agency based in New York that specializes in innovative brand name development through a rigorous process involving landscape analysis, name development, and market research validation to identify name candidates that express the brand's identity and resonate with target audiences. The agency has worked with over 800 clients in 27 countries to develop memorable brand names like Xbox, Escalade, and Xenical using linguistic analysis, qualitative and quantitative research. Brand Acumen is led by CEO Bill Smith, formerly of leading brand consulting firm Addison Whitney.
The document summarizes the results of global market research conducted to test potential brand extension names for CheckPoint's self-testing blood monitor. 180 individuals across various regions and occupations rated 12 potential names on qualities like pronunciation, meaning, and fit with the product concept. Names like "Veo", "Neo", and "SureTrac" scored highest overall based on linguistic analysis and participant rankings. The research aimed to identify which names best conveyed qualities of accuracy, ease-of-use, and empowering patient freedom to test on their own terms.
EPC (Established Pharmacologic Class) Naming: Best PracticesBrand Acumen, LLC
The document outlines the FDA's procedures for evaluating and designating established pharmacologic class (EPC) naming for new drug applications, including reviewing proposed EPC text phrases, selecting existing phrases when applicable, creating new phrases when needed, and selecting scientifically valid mechanism of action, pharmacologic effect, and classification concepts for indexing. Reviewers are to discuss EPC text phrase and concept selection with other reviewers to ensure clinical meaningfulness and scientific validity.
This document outlines the stages of a brand architecture and service brand strategy project. It lists several large company clients and then describes the stages as: conducting a brand audit and discovery; developing a brand strategy along with service brand strategies through stakeholder consensus on brand architecture and values; and designing the group brand and individual service brands through visual expression and implementation guidelines to maintain standards.
The document discusses three brand names - Activia, Profile, and Swash - that were developed by different companies, with Activia being a probiotic yogurt brand aimed at an active lifestyle, Profile conveying cutting edge design for GE appliances, and Swash representing a fast washing system through word associations. It also provides background on the brand name development process used by the company Brand Acumen, which examines word structures and applies rigorous creative thinking and inspiration from art and philosophy.
Brand Acumen is a branding and naming agency that has created over 1200 brand names for 800 clients in 27 countries, and their process involves analyzing competitors, developing potential names, and validating names through market research to identify the best option for clients. The CEO, Bill Smith, previously founded a leading branding consultancy and Brand Acumen uses linguistic and creative approaches to develop names that capture the essence of brands. They provide naming strategy, ideation, research, and a final report with a recommended name and ranking of options.
Brand Acumen is a branding and naming agency that has created over 1200 brand names for 800 clients in 27 countries, and their process involves analyzing competitors, developing potential names, and validating names through market research to identify the best option for clients. The CEO, Bill Smith, previously founded a leading branding consultancy and Brand Acumen uses linguistic and creative approaches to develop names that capture the essence of brands. They provide a final report with research data and rankings to support their recommended name.
Brand Acumen is a branding and naming agency that has created over 1200 brand names for 800 clients in 27 countries, and their process involves analyzing competitors, developing potential names, and validating names through market research to identify the best option for clients. The CEO, Bill Smith, previously founded a leading branding consultancy and Brand Acumen uses linguistic and creative approaches to develop names that capture the essence of brands and test them with consumers. They provide final recommendations and reports to help clients select the ideal name.
Brand Acumen is a branding and naming consultancy firm led by CEO Bill Smith that has created over 1200 brand names for 800 clients in 27 countries, using a proprietary three-phase process involving landscape analysis, name development through ideation and testing, and market research validation to identify the optimal brand name recommendation. They have helped name major brands like Xbox, Escalade, Pavilion, and Viagra.
XP 2024 presentation: A New Look to Leadershipsamililja
Presentation slides from XP2024 conference, Bolzano IT. The slides describe a new view to leadership and combines it with anthro-complexity (aka cynefin).
Brand Acumen has created many automotive brand names and concepts, including Escalade for Cadillac, Leaf for Nissan, and Element for Honda. They have also developed brand architectures and naming strategies for electric vehicle lineups through 2025 for an unnamed automaker. Brand Acumen evaluates proposed names using linguistic analysis to assess qualities like pronunciation, scriptability, and evocativeness, and has benchmark data on how recent automotive names like Palisade and Evija performed based on these attributes.
Proprietary pharmaceutical predictive brand name modelingBrand Acumen, LLC
The document discusses predictive brand name modeling conducted by Brand Acumen for the proposed pharmaceutical name "Galista". Key points:
- Galista scored 64 on the POCA average scale and tested well in global markets like Western Europe and English-speaking countries.
- Research participants associated Galista with attributes like supportive, innovative, safe, natural, autonomy and sincerity.
- Linguistic analysis showed Galista has high scriptability, visual aesthetics, syllabic balance, and ranks in the 80th-90th percentile for other categories.
- The analysis supports selecting Galista as the brand name due to its alliteration, associations aligning with project goals, and strong linguistic performance.
The document provides analyses of various potential names for an animal nutrition company. It rates names like SureFlex, Nexceed, ProSource, Enhance, Allinity, and Vantage based on scriptability, pronunciation, aesthetics, evocative meaning, and other linguistic factors. The top-scoring names generally combine elements related to protein, nutrition, flexibility, and enhanced performance.
The document outlines a proposal for developing a global loyalty program for FRHI hotels. It includes:
1. Developing a brand name and nomenclature system through a 4-phase process including research and validation to recommend an optimal name.
2. Creating a marketing and communications plan in phases to drive enrollment, awareness, and engagement over 2.5 years. The plan needs to balance global and local relevance and celebrate the three hotel brands.
3. Noting the complexities including multiple customer segments, program tiers and benefits, and three hotel brands across geographies. Maintaining local relevance while driving desired behaviors like increased stays and cross-property visits will be challenges for the marketing plan to address.
CAR-T Nomenclature Review and Brand Perception StudyBrand Acumen, LLC
The document discusses CAR-T therapy and provides an overview of the market landscape. It examines the nomenclature and branding of major companies developing CAR-T therapies. It also summarizes the results of a brand equity perception study conducted with 83 professionals. The study evaluated companies across 6 categories: web presence, collateral material, differentiation, depth, analyst perception, and market positioning. Each category was scored from 0-100 based on respondent answers to evaluate perceptions of each company's brand.
Brand Acumen By The Numbers. Brand Acumen, the world leader in Brand Name Development. We have crafted names that have generated more revenue for our clients than any name development firm in history.
Regulatory and Linguistic Analysis For a New Proprietary Drug NameBrand Acumen, LLC
Brand Acumen's Regulatory and Linguistic Analysis For a New Proprietary Drug Name. A look into what goes into the creation of a new pharmaceutical name. A Case Study: Janage
A study commissioned to investigate the potency of brand ingredient branding found the following:
1) NSAID brands like Aleve, Bufferin, Excedrin, Advil, Motrin, and Tylenol were evaluated based on attributes like credibility, efficacy, and safety.
2) Scores in areas like contextualization, semantics, linguistics, and speech recognition were generated for each brand.
3) The results provide a comparison of embedded brand potency among major NSAID brands.
Pharmaceutical Trademark Impact Study December, 2018Brand Acumen, LLC
The document summarizes the key findings of a study conducted by Brand Acumen on pharmaceutical naming and trademark professionals. The study found that drug companies are developing trademarks and names for new drugs earlier in the development process, with 90% developing generic names and 86% developing trademarks before or during Phase II trials. This is due to increased obstacles in clearing a name later in the process. The document recommends seeking trademarks as early as Phase I trials and identifying empty vessel names that can be reused.
This document provides 14 potential names ("Preferred Names" and "Reserve Names") for a plant-based protein snack company. The preferred names are described in 1-3 sentences each, highlighting key meanings and associations relating to freshness, health, and natural or farm-sourced ingredients. Traits like memorability, recognition, and appeal to millennial consumers are also discussed. The reserve names are simply listed without descriptions.
The document provides recommendations and narratives for potential new beer brand names for Project West Coast. It analyzes 30 potential names, providing 3 sentences or less of analysis for each name. The top recommended names are Sequella, Mezzo, Revo, Everlore, and Luma, based on their positive associations relating to balance, lightness, and sophistication.
Brand Acumen is a global brand naming agency based in New York that specializes in innovative brand name development through a rigorous process involving landscape analysis, name development, and market research validation to identify name candidates that express the brand's identity and resonate with target audiences. The agency has worked with over 800 clients in 27 countries to develop memorable brand names like Xbox, Escalade, and Xenical using linguistic analysis, qualitative and quantitative research. Brand Acumen is led by CEO Bill Smith, formerly of leading brand consulting firm Addison Whitney.
The document summarizes the results of global market research conducted to test potential brand extension names for CheckPoint's self-testing blood monitor. 180 individuals across various regions and occupations rated 12 potential names on qualities like pronunciation, meaning, and fit with the product concept. Names like "Veo", "Neo", and "SureTrac" scored highest overall based on linguistic analysis and participant rankings. The research aimed to identify which names best conveyed qualities of accuracy, ease-of-use, and empowering patient freedom to test on their own terms.
EPC (Established Pharmacologic Class) Naming: Best PracticesBrand Acumen, LLC
The document outlines the FDA's procedures for evaluating and designating established pharmacologic class (EPC) naming for new drug applications, including reviewing proposed EPC text phrases, selecting existing phrases when applicable, creating new phrases when needed, and selecting scientifically valid mechanism of action, pharmacologic effect, and classification concepts for indexing. Reviewers are to discuss EPC text phrase and concept selection with other reviewers to ensure clinical meaningfulness and scientific validity.
This document outlines the stages of a brand architecture and service brand strategy project. It lists several large company clients and then describes the stages as: conducting a brand audit and discovery; developing a brand strategy along with service brand strategies through stakeholder consensus on brand architecture and values; and designing the group brand and individual service brands through visual expression and implementation guidelines to maintain standards.
The document discusses three brand names - Activia, Profile, and Swash - that were developed by different companies, with Activia being a probiotic yogurt brand aimed at an active lifestyle, Profile conveying cutting edge design for GE appliances, and Swash representing a fast washing system through word associations. It also provides background on the brand name development process used by the company Brand Acumen, which examines word structures and applies rigorous creative thinking and inspiration from art and philosophy.
Brand Acumen is a branding and naming agency that has created over 1200 brand names for 800 clients in 27 countries, and their process involves analyzing competitors, developing potential names, and validating names through market research to identify the best option for clients. The CEO, Bill Smith, previously founded a leading branding consultancy and Brand Acumen uses linguistic and creative approaches to develop names that capture the essence of brands. They provide naming strategy, ideation, research, and a final report with a recommended name and ranking of options.
Brand Acumen is a branding and naming agency that has created over 1200 brand names for 800 clients in 27 countries, and their process involves analyzing competitors, developing potential names, and validating names through market research to identify the best option for clients. The CEO, Bill Smith, previously founded a leading branding consultancy and Brand Acumen uses linguistic and creative approaches to develop names that capture the essence of brands. They provide a final report with research data and rankings to support their recommended name.
Brand Acumen is a branding and naming agency that has created over 1200 brand names for 800 clients in 27 countries, and their process involves analyzing competitors, developing potential names, and validating names through market research to identify the best option for clients. The CEO, Bill Smith, previously founded a leading branding consultancy and Brand Acumen uses linguistic and creative approaches to develop names that capture the essence of brands and test them with consumers. They provide final recommendations and reports to help clients select the ideal name.
Brand Acumen is a branding and naming consultancy firm led by CEO Bill Smith that has created over 1200 brand names for 800 clients in 27 countries, using a proprietary three-phase process involving landscape analysis, name development through ideation and testing, and market research validation to identify the optimal brand name recommendation. They have helped name major brands like Xbox, Escalade, Pavilion, and Viagra.
XP 2024 presentation: A New Look to Leadershipsamililja
Presentation slides from XP2024 conference, Bolzano IT. The slides describe a new view to leadership and combines it with anthro-complexity (aka cynefin).
This presentation by Yong Lim, Professor of Economic Law at Seoul National University School of Law, was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
Carrer goals.pptx and their importance in real lifeartemacademy2
Career goals serve as a roadmap for individuals, guiding them toward achieving long-term professional aspirations and personal fulfillment. Establishing clear career goals enables professionals to focus their efforts on developing specific skills, gaining relevant experience, and making strategic decisions that align with their desired career trajectory. By setting both short-term and long-term objectives, individuals can systematically track their progress, make necessary adjustments, and stay motivated. Short-term goals often include acquiring new qualifications, mastering particular competencies, or securing a specific role, while long-term goals might encompass reaching executive positions, becoming industry experts, or launching entrepreneurial ventures.
Moreover, having well-defined career goals fosters a sense of purpose and direction, enhancing job satisfaction and overall productivity. It encourages continuous learning and adaptation, as professionals remain attuned to industry trends and evolving job market demands. Career goals also facilitate better time management and resource allocation, as individuals prioritize tasks and opportunities that advance their professional growth. In addition, articulating career goals can aid in networking and mentorship, as it allows individuals to communicate their aspirations clearly to potential mentors, colleagues, and employers, thereby opening doors to valuable guidance and support. Ultimately, career goals are integral to personal and professional development, driving individuals toward sustained success and fulfillment in their chosen fields.
This presentation by Juraj Čorba, Chair of OECD Working Party on Artificial Intelligence Governance (AIGO), was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
This presentation by Professor Alex Robson, Deputy Chair of Australia’s Productivity Commission, was made during the discussion “Competition and Regulation in Professions and Occupations” held at the 77th meeting of the OECD Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie WellsRosie Wells
Insight: In a landscape where traditional narrative structures are giving way to fragmented and non-linear forms of storytelling, there lies immense potential for creativity and exploration.
'Collapsing Narratives: Exploring Non-Linearity' is a micro report from Rosie Wells.
Rosie Wells is an Arts & Cultural Strategist uniquely positioned at the intersection of grassroots and mainstream storytelling.
Their work is focused on developing meaningful and lasting connections that can drive social change.
Please download this presentation to enjoy the hyperlinks!
This presentation by OECD, OECD Secretariat, was made during the discussion “Pro-competitive Industrial Policy” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/pcip.
This presentation was uploaded with the author’s consent.
This presentation by Thibault Schrepel, Associate Professor of Law at Vrije Universiteit Amsterdam University, was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
This presentation by Nathaniel Lane, Associate Professor in Economics at Oxford University, was made during the discussion “Pro-competitive Industrial Policy” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/pcip.
This presentation was uploaded with the author’s consent.
This presentation by OECD, OECD Secretariat, was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...Suzanne Lagerweij
This is a workshop about communication and collaboration. We will experience how we can analyze the reasons for resistance to change (exercise 1) and practice how to improve our conversation style and be more in control and effective in the way we communicate (exercise 2).
This session will use Dave Gray’s Empathy Mapping, Argyris’ Ladder of Inference and The Four Rs from Agile Conversations (Squirrel and Fredrick).
Abstract:
Let’s talk about powerful conversations! We all know how to lead a constructive conversation, right? Then why is it so difficult to have those conversations with people at work, especially those in powerful positions that show resistance to change?
Learning to control and direct conversations takes understanding and practice.
We can combine our innate empathy with our analytical skills to gain a deeper understanding of complex situations at work. Join this session to learn how to prepare for difficult conversations and how to improve our agile conversations in order to be more influential without power. We will use Dave Gray’s Empathy Mapping, Argyris’ Ladder of Inference and The Four Rs from Agile Conversations (Squirrel and Fredrick).
In the session you will experience how preparing and reflecting on your conversation can help you be more influential at work. You will learn how to communicate more effectively with the people needed to achieve positive change. You will leave with a self-revised version of a difficult conversation and a practical model to use when you get back to work.
Come learn more on how to become a real influencer!
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...SkillCertProExams
• For a full set of 760+ questions. Go to
https://skillcertpro.com/product/databricks-certified-data-engineer-associate-exam-questions/
• SkillCertPro offers detailed explanations to each question which helps to understand the concepts better.
• It is recommended to score above 85% in SkillCertPro exams before attempting a real exam.
• SkillCertPro updates exam questions every 2 weeks.
• You will get life time access and life time free updates
• SkillCertPro assures 100% pass guarantee in first attempt.
2. Category Development Naming
2
Narratives & Linguistic Attribute Analysis
The purpose of this presentation is
to create a contextualized system of
nomenclature for category driven,
beer brand concepts.
These systems, or ‘archetypes’ will
incorporate the primary brand,
descriptors, variants, identifiers and
sub-brand elements of the beer
concept nomenclature.
Intra-category, many of the
descriptor candidates may be
interchangeable with other brands.
Differentiation Dimensions:
The Nomenclature Archetypes
3. whatdefinesgreatbeernames?
ideation,
discovery,
nomenclature.
the roadmap
When reviewing this presentation, our objective is to identify beer brands and supporting
nomenclature systems which align with the respective category designations. Within the
category, you will find six favored brand identities with several descriptors each.
Intra-category, these descriptors can be interchanged to be used with brands that they do
not reside under. We may also consider Out of Category descriptors which may function
well in several different dimensions.
Our goal is to create nomenclature systems which maintain continuity with the messaging
and positioning strategy.
5. 5
Let’s think in context. What does the
name sound like when we ask for it at a
crowded bar? Are you empowered by
asking for it by name? Scream
it…whisper it. Can you laugh with it?
When we approach a name to articulate
it’s sound, do we hesitate? Is it simple to
embrace? Are we comfortable with the
first time pronunciation? Is it sexy to
know how to pronounce it when others
don’t?
Is the name alluring, suggestive and
inviting? And if you think this is not a
relevant feature, let’s discuss.
Provocation is intoxication and if the
name is intoxicating,..
Place the name in multiple contexts. Ask
for two, three, a six pack, a case, a
dozen. Even a half pour. Or let’s drop a
shot of Don Julio in it. …or just a sexy
sip.
05Does the name grant permission to
indulge? Are you privileged? Is it a
name that defines you and your choice of
beer?
06The name …Look at it. On your dining
room table; in conversation with your
boss, mother, lover, antagonist, dog
(cat?), doctor, barrista or sommelier.
pronunciation
provocative
barcall plurality
empowerment
contextualization
01
02
03
04
ideation, discovery, nomenclature. the roadmap
whatdefinesgreatbeernames?
6. 6
07Utter the name…does it make me more
relevant than before? Does it change
anything I may want changed?.
08Word structure…phonemes, morphemes,
graphetics…bottom line….does the name
look good and sound good?
09Shorter names are better, they test well,
but perceived shorter names are just as
potent.
10Is there a way to think of beer drinkers as
successful? Cultured and classy? Or
not? Why do you even need an image
association? It’s beer. And who says
classy is important?
11‘Beercation’? What is you definition of
escapation? Where does your fantasy
take you and does the name bring you
there? Who comes along with you?
12Are you an Alpha or Beta? Early adopter
or always adopting? Do you run against
the pack?
syllabic balance
brevity
relevance imagery
escape
damndifferent
ideation, discovery, nomenclature. the roadmap
whatdefinesgreatbeernames?
7. • Zero (No)Alcohol
• LowAlcohol
• Special
• Intense
• Original
• Natural
• Better ForYou
• Brew Nomenclature
• Cross CategoryArchetypes
ZerØ – LØw
Noä Loä
Näyked
BrandNomenclature
Category Development Naming
7
8. BrandNomenclature
Key
In this presentation, our team
at Brand Acumen has
contextualized the many
names we have reviewed in
an effort to build a broader
perspective of how the
brands may be employed.
This is a sample slide entry
which follows in this
presentation.
For each category, we created
a combination of core identities
(brands) and descriptors (sub-brand and variants)
favorite name
candidates
from rounds one
and two for this
category
descriptors
brands
dimensions
A key to this presentation of naming architectures
iconography
category title
8
15. Special – ‘Incubator Elite’
BrandNomenclature
Prototype Brewery
• Extreme Select
• Cutting Edge
• Artisanal
• Bespoke
• Game Changers
• Vanguard
• Leading Edge
• Revolutionary
• State-of-the Art
• Elitist
“The Collection”
An incubator for the
next wave of beers.
Disruptively Innovative UltraCraft Brews
15
16. BrandNomenclature
Elavite
Whole Farm
Everwell
Rough Hewn
DayGrain
Holsum’s
RangeFree
Grain Fed Lager
Brew Balance Ph
Pasture Prime
RiverRoot
Line Cured
Farmstand
CoverCut
Brew Trade
TableTop Farms
Blistered Oak
Sunwashed Crisp
Fair Planet
Farmstead
Yardwell
Grange Tilled
Raw Harvest
Plough Field
Great Golden
Benety
Farm Forward
Great Grain
Raw Pressed
Custom Cured
Rawgrass
Timberkeg
Cobbler’s Cut
Budder Bay
Rootwood
FreeCountry
HopGarden
Natural Pure
Natural Ingredients
Unprocessed
No Additives
16
21. BrandNomenclature
Mars Hill Root Ale
Original
Mars Hill –
Nostalgic, yet a bit unknown.
Location:
Distant, yet familiar
Mars: Color: Red
• Traditional
• Of the earth
• Woodsy
• Hand Crafted
• Natural
Color
Location
21
22. BrandNomenclature
Summerland
DraftWise
Sun Baked Hops
SteelCut Oakbrew
Grow Well Certified Lager
Rare Earth Blend
Better ForYou
Rivo
Madewell
HaleCutter’s
SunFit
TableWise
FarmFit
Wellfield Select
New Balance Malt
HartRoot Sourced
TableRock
Vynamic
Whole Balance
Charterfield
Walderfield
Botanical
Everfield
Bare Blended Hops
AgeWell
Hard Pressed
Recipe Fit
Bosa
BrewSpa
Surefield’s
Earthwise
Grain Crisp
Sequella
Allinity
Aptiva
Quartz
Artesia
Windfarm
Welle
Infusent
Elixyr
Sensa
Maax
Low Carb
Low Calorie
Fit
Healthy Lifestyle
22
26. Naked Hops
Raw Naked Brew
Naked Root Farms
Naked Planet
Blonde Naked
Nayked
Clean Naked
BrewNaked
Super Crisp. This is a beer with nothing to hide
Exploration of Variant Nomenclature
Näyked
26
28. Lucky Bucket Pre-Prohibition Style Lager. Pre-Prohibition style salutes a time when lagers had
greater character and more distinct flavor, when beer wasn't full of the additives found in many of
today's mainstream lagers.
Lucky Bucket's version has a light, malty flavor that's easy on the palate. Filtered twice, the
subtle maltiness nicely balances a floral hop. Dry-hopped with a fresh blend of aromatic West
Coast hops, Lucky Bucket Lager is a great session beer.
more original – retro packaging
29. more original – retro packaging
retro.
sentimental.
inviting.
30. Hallertau extra strength beer is heroic in
taste, strength and bursting with
personality, a cast of Hallertau Heroes
were created to characterize each beer.
The brand draws its essence from the
‘liveliness’ of the hop. It’s tradition with
a twist.
more intense –richer, stronger, bitter
iconic.
nordic.
mythological.
heritage.
32. more natural - unprocessed
Omission—the first craft beer brand in the U.S. focused
exclusively on brewing great tasting beer with traditional
beer ingredients—including malted barley—specially
crafted to remove gluten.
restorative.
better for you.
virtuous.
33. more original
This fictional brand is named
We the People, drawing
inspiration from the historic
documents on which our
nation is founded on.
The labels on each bottle pay
tribute to a different
document. Similar to how
these documents are
displayed in the National
Archives in Washington DC,
the packaging is meant to be
utilized as a display case.
commemorated.
archival.
historical.
34. Brazil’s beer market. It’s the
dawning of the “Cervejaria
República”.
The Wheat, representing beer.
The Republic, representing
Brazil’s old republic period.
Brazilian Style, representing
the needs of defining and
discussing the dawn of a
legitimate Brazilian brewing
school.
more original
brazilian.
legacy.
the oldrepublic.
35. ZEGE is Dutch for
victory. This premium
Belgian beer was
made to reminisce
King Leopold's
triumph.
The labels were
designed to resemble
a medal and the bottle
adds a strong and
elegant look to the
brand.
The labels were
printed in cotton and
sewed to hold it
together. The wax
seals were 3d printed
using resin as the
material.
more special
artisanal.
regal.
oldworld.
tradition.
36. more special
Samuel Adams' Utopias
is America's most
expensive beer. Released
every two years, each
batch is aged in sherry,
brandy, cognac,
bourbon, and scotch
casks for up to 18 years.
elevate the occasion.
opulent.
indulgent.
37. Crown Ambassador
Reserve. Aged in French
oak barrels for 12
months and packaged in
a champagne bottle,
Crown pitches
Ambassador as an
alternative to wine.
more special
refined.
defined.
status.
sophistication.
38. Pabst Blue Ribbon is one
of the cheapest beers you
can buy. But in China, it is
the Mercedes Benz of
Beers.
At $44 per bottle, Chinese
PBR costs 44 times more
than what's sold stateside.
PBR 1844 is made from
German caramel malts, is
aged in uncharred
American whiskey barrels,
and comes in a fancy glass
bottle designed to
compete with higher end
wines and brandies.
more special
…hyper glocalization witha
twistof nostalgia
39. more variety
This Ancient Ales Series.
This sweet, yet dry beer is
made with ingredients found in
2,700-year-old drinking vessels
from the tomb of King Midas.
Somewhere between beer, wine
and mead, Midas will please
the chardonnay and beer
drinker alike.
mystical.
magical.
sweet, yet exotic.
40. Lugene Chocolate Milk Stout.
Their recipe is brewed milk
sugar and milk chocolate,
alongside roasted malt with
hints of vanilla. The rich flavor
and creamy mouthfeel creates a
beer that is reminiscent of a
glass of chocolate milk.
Cheers to childhood memories!
more variety
rich.
childlike.
rewarding.
satisfying.
41. more variety
This decadent twist on a
robust porter packs rich
layers of smooth peanut
butter and dark chocolate
flavors. The lingering,
slightly dry finish is sure
to keep you going back
for the next sip. Today, it
turns out you really can
have your dessert…and
drink it too.
decadent.
dreamy.
worththe wait.
secretive.