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.
Day 1 - Advice for new planners from old plannerJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
This is a compilation of advice from 80+ planners for new planners about to start their career. Compiled from planners on the Planning Dirty Newsletter list.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Day 1 - Advice for new planners from old plannerJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
This is a compilation of advice from 80+ planners for new planners about to start their career. Compiled from planners on the Planning Dirty Newsletter list.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
This presentation was designed to provide strategic recommendations for a brand in decline. The deck also incorporates a situational assessment, including a brand identity, positioning, architecture, and portfolio strategy for the Brand.
Presentation originally created for NYU Stern's Brand Strategy course. Design by Erica Santiago & Chris Alexander.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
We have discussed the full description of the market plan of our product. Actually preparing market plan for a product helps to promote organization recognition and enhance product selling. I tried my best to prepare my report. I think this report will help the new comers and new marketers.
So, the product “Sugar Can” is a product by which can earn huge profit and fulfill health responsibility.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Detailed media plan recommendations for Minute Maid Orange Juice. An annual flighting strategy including traditional media such as TV, print and out-of-home; and also new media such as SEM.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Workshop on how to identify your buyer personas or ideal clients for your business. Example for client within the medical sector. Physiotherapy clinic. Examples of a real buyer persona and exercises. (Empathy Map)
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
This presentation was designed to provide strategic recommendations for a brand in decline. The deck also incorporates a situational assessment, including a brand identity, positioning, architecture, and portfolio strategy for the Brand.
Presentation originally created for NYU Stern's Brand Strategy course. Design by Erica Santiago & Chris Alexander.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
We have discussed the full description of the market plan of our product. Actually preparing market plan for a product helps to promote organization recognition and enhance product selling. I tried my best to prepare my report. I think this report will help the new comers and new marketers.
So, the product “Sugar Can” is a product by which can earn huge profit and fulfill health responsibility.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Detailed media plan recommendations for Minute Maid Orange Juice. An annual flighting strategy including traditional media such as TV, print and out-of-home; and also new media such as SEM.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Workshop on how to identify your buyer personas or ideal clients for your business. Example for client within the medical sector. Physiotherapy clinic. Examples of a real buyer persona and exercises. (Empathy Map)
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
“The Archetypal Lens” is a presentation exploring the preliminary application of an Integral approach to archetypes and archetypes in the cinematic arts. Presented at MetaIntegral Academy for the Advanced Meta‐Movieology Course on April 16, 2015. (DOI: 10.13140/RG.2.1.3885.0724)
This template was created for my 'Be Known For What You Do™' Social Media Workshop's at Georgian College's Barrie campus. It helps workshop participants create their own verbal brand identity through their own, customized Tone-of-Voice Guidelines.
Presentation that I've made for the RISE / NEXt Startup Program in Hong Kong on the 3rd of July 2014.
The presentation was followed by a workshop.
Most of the material comes from the books Nancy Duartes's Slideology and Garr reynolds presentation Zen.
Presentation at Founder Institute 2015 Hong Kong (Week 4) : How do you develop a good name for your business? How do you position the business with a name? What characteristics make a good name? How do you test different name candidates? What infrastructure do you need when you pick your name? Are there tips to finding a good domain name? What social media platforms should you look to get your name on? How do you develop a logo? Does a name really matter?
Getting brand messaging buy-in: Building architecture through collaboration. ...Dave Holston
Higher ed is notoriously decentralized, which makes getting brand messaging buy-in a real challenge. So how do you get your institution to rally around a new brand messaging architecture? Dave Holston led the creation of successful branding initiatives at two of the nation’s most recognized Institutions—The University of Texas at Austin and The Georgia Institute of Technology. In this session Dave will show you how to:
Involve the campus in developing brand messaging.
Make it easy for decentralized campus communicators to adopt brand messaging.
Create a focused messaging architecture.
Build messaging both with internal staff and with help from an outside agency.
Keep the brand alive over time.
Naming a company, start-up, product or service is hard work, complex and often rife with mistakes. Billion dollar companies screw this up every year, while under-funded start-ups launch into the stratosphere with a name that seems brilliant and full of meaning, with little or no advertising.
Intuitively, your brand name is the foundation of all that is marketing. A great name is an advertisement in itself. A name can do more for achieving desired positioning than a budget the size of Australia’s GDP (exaggeration intended). The best names tell a story, and make marketing easier. A breakthrough name can garner free publicity, just because of the name.
What if Google launched with its original name BackRub? Would it be as successful? We know the product is great, but is the brand name Google more memorable and interesting? Of course.
As we will share in the first chapter, naming is very important, yet so often botched up. Despite the extreme amount of strategy and creativity required to develop an effective brand name, often everyone in the company feels compelled, and capable of contributing to name development.
This book is a naming tell all. Lay it all out there. Set the record straight.
Breakthrough Branding: Brand Naming Tips & Trade Secrets will, hopefully, give you an understanding and appreciation for this art and science of naming
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/
Introducing & naming products & brand extensions chapter 12 by Leroy J. Ebert
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (15th May 2014)
Your non-profit's brand is more than your logo. It has to do with your members and stakeholders' experiences with and recognition of your organization.
Connaître son profil vendeur et celui de l'acheteur pour convaincre par Jan M...J'ai besoin de com
Pourquoi un commercial réussit sa vente là où vous avez du mal à décrocher un rendez-vous ? Le commercial a connaissance de son profil vendeur et sait alors s’adapter à la personne en face de lui. Pour être un véritable caméléon de la vente, vous devez connaître vos forces et vos faiblesses afin d’adapter votre argumentaire au type de profil que vous avez face à vous. Des études ont mis en avant des sociostyles. Ce sont des « catégories » qui permettent de classer les personnes. La sociologie regorge de milliers d’études sur ce thème !
Pour notre atelier, Jan Melsen a conservé 4 grands profils selon l’étude de William Marston.
Session Description:
Most think naming a baby is pretty hard. It is! Unlike naming babies, naming brands brings much more complexity to the process. Companies must consider market position, trademark and domain availability, personality of the product, ability to work with a visual system, and much, much more.As author of Merriam’s Guide to Naming and as an expert who has worked with Fortune 500 multinationals and fast-growth entrepreneurial companies, I will help you get past the frustration and avoid the pitfalls. This webinar will show you how to give birth to a great brand name.
Learning Points:
what makes a name good or bad for your brand
how names fit with your existing name architecture
trends and different types of names
resources for finding name ideas
common pitfalls and names to avoid
the evaluation process–how to pick a good brand name
Stuck in the mire of finding a new name for brand or product> Here are some helpful tip as well as the psychology behind why e like certain names above others.
In this webinar we will discuss how to build a brand for nascent companies, or mature ones that may have missed brand building as a core component of your brand.
AGENDA
Intros
Intro to the course/Overview
Terminology
Laws of Branding
History
Why brand first?
How do I start?
Hire out or in-house?
Building blocks.
Define
Refine
Document
Launch
Identity
Brand Guidelines
Press Kit
SKILLS YOU WILL GAIN
Branding 101
Logo Design Theory 101
Branding Theory 101
Pitch Decks 101
White Papers 101
Typography 101
Color Physiology 101
Semiotics 101
#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand E...One North
Unlike B2B or B2C peers, professional services organizations have a host of hurdles to overcome to successfully present a clear and cohesive brand story in a unique fashion. All too often, marketers find themselves stuck between building the firm brand or building practitioners’ brands. This session, presented by Ryan Schulz and Kalev Peekna, examines how the use of an umbrella brand and supporting practice area marketing can help drive an integrated and powerful experience.
Kalev and Ryan use real examples to show how firms are using this approach to guide their content, thought leadership, events and digital strategies. The end result is a differentiated and memorable brand experience at every touchpoint.
Key takeaways include:
* An introduction to a new professional services brand model
* A discussion on how to implement the model in a practical and achievable fashion
* A deep dive into how practice areas, practitioners and marketers can embrace the framework
* Real-world examples of firms that have embraced this new model
DEVELOPING A BRAND ESSENCE TO CAPTURE AND KEEP YOUR CLIENTS 4/8/10
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
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.
4. intense
ideation, discovery, nomenclature.
the roadmap
Royal Codex
The Empire Edition
CuratedMacroBrew
Bolder
the brand
the taste identifier
• experience
• sensory
• tactile quality
the defining descriptor
• process designation
• provenance designation
the primary
descriptor
BrandNomenclature
Archetype
Example
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
bar call 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
damn different
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
9. BrandNomenclature
Oh!
Fluencer
TasteMaster
Vibe
Level Up
ZeroAlcohol
Solos
True SuperCrisp
On & On
Beyond Zero
EQ
Altimate
XS
Cut Above
Betterfit
Bondaire
Ecko
Bequate
Twin
Mate
Reach
Ziza
Balance
Level
No Limit
Free
Ovello
Maxxy
Holobrew
Comp
Bare
Pella
FreePlay
Rad
Zot
Vida
Zero Game
Zono
Eon
Tempo
finalistbrandnamecandidates
brand
descriptors
Zero Alcohol
Maintain Control
Active Lifestyle
ZerØ
Ø
9
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
finalistbrandnamecandidates
brand
descriptors
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
finalistbrandnamecandidates
Low Carb
Low Calorie
Fit
Healthy Lifestyle
brand
descriptors
22
26. naked
NakedDescriptors:Modifiers
Naked Hops
Raw Naked Brew
Naked Root Farms
Naked Planet
Blonde Naked
Nayked
Clean Naked
BrewNaked
descriptors
Super Crisp. This is a beer with nothing to hide
Exploration of Variant Nomenclature
Super Crisp.
Näyked
ä
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
more original
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 old republic.
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.
old world.
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 with a
twist of nostalgia
39. morespecialwithatale
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.
a revolutionary taste experience.
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.
worth the wait.
secretive.