What is a brand? More than just a product itself, a brand is the overall identity that a product, service or company takes on in the minds of its current and potential customers. It is this intangible quality of brands that can make them difficult to understand. Three design experts presented their branding tips at a recent design event at the Rasmussen College Brooklyn Park campus

2. Our Guest Speakers…
JOHN STUCKER
DEVON THOMAS TREADWELL
Founding Principals,
POLLYWOG
JOHN EASTMAN
Creative Director,
EDGE ADVERTISING

3. Follow Us On Twitter
We will be tweeting live
from this event, follow
@Rasmussen
or search for the
#RasDesign hashtag

4. Questions & Answers…
ONLINE: Sign in
and submit your
questions
throughout the
presentation in the
box on the right
hand side of your
screen.
Or email: rasdesign@rasmussen.edu

5. Questions & Answers…
IN THE ROOM: Write your questions down on the
notepads provided and pass them to our handy
helpers…
Questions will be answered at the end of
the seminar.

6. Thank You
If you have more questions, or would like to learn more about our
lecture series, send us an email at
rasdesign@rasmussen.edu
or connect on FACEBOOK:
https://www.facebook.com/rasmussentechdesign

7. FAIL
Why most brand names suck.
(And how yours can be great.)
Rasmussen College
June 2, 2011

8. introduction to pollywog
John Stucker
Principal
Devon Thomas Treadwell
Principal
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

9. introduction to pollywog
We work with brands
in their formative stages
Naming & Brand Creation
Brand Strategy Nomenclature Systems
Positioning Taglines
Brand Naming Brand Identity
Category Naming Brand Launch
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

10. how names can make a difference
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

11. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

12. Gravitationally Totally Collapsed Object
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

13. Black Hole
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

14. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

15. how names can make a difference
Strong brand names
make more money
Logitech
“Scanner 2000” renamed “ScanMan”
Sales doubled in 18 months
with no additional advertising
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

16. how names can make a difference
Goldzilla
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

17. brain science & branding
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

18. brain science & branding
“We don’t pay attention to
boring things.”
John Medina
Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

19. brain science & branding
What do we pay attention to?
1. Novelty. Stimuli that are unusual, unpre-
dictable or distinctive harness attention.
Lesson for branders:
Different is good. Familiar is risky.
John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

20. brain science & branding
We pay attention to novelty.
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

21. brain science & branding
What do we pay attention to?
2. Relevance. We are more interested in
things that we find important to us.
Lesson for branders:
Know who you’re talking to and what they
want.
John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

22. brain science & branding
We pay attention to relevance.
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

23. brain science & branding
What do we remember?
1. Connections. Memory is enhanced by
creating associations between concepts.
Lesson for branders:
For more memorability, create names that
evoke an idea beyond the obvious or
functional aspects of your offering.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

24. brain science & branding
Bumblebee
We remember connections.
not ThePA4U
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

25. brain science & branding
What do we remember?
2. Emotions. The brain remembers the
emotional components of an experience
more than any other aspect
Lesson for branders:
Names that stir emotion have more impact
and memorability
John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

26. brain science & branding
We remember emotions.
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

27. brain science & branding
What do we remember?
3. Meaning. The more meaning something
has, the more memorable it becomes.
Lesson for branders:
Names rich with multiple allusions offer more
opportunities for people to find personal
connections and meaning.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

28. brain science & branding
We remember meaning.
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

29. brain science & branding
We remember meaning.
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

30. the importance of positioning
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

31. the importance of positioning
Case Study
Project:
Spay/neuter service for low-income pet
owners from the Animal Humane Society
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

32. the importance of positioning
Case Study
What’s your promise?
What makes you different from your competitors?
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

33. the importance of positioning
Case Study
What’s your promise? Now you can afford the high quality
spay/neuter services for your pet that will save pet lives by
preventing unwanted litters.
What makes you different from your competitors?
Because this service is subsidized by donations, it costs less
than other vets.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

34. the importance of positioning
Case Study
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

35. the importance of positioning
Case Study – Rejected Names
Budget Cut
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

36. the importance of positioning
Case Study – Rejected Names
Budget Cut Queen of Spaydes
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

37. the importance of positioning
Case Study – Rejected Names
Budget Cut Queen of Spaydes
Alter Boys
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

38. the importance of positioning
Case Study – Rejected Names
Budget Cut Queen of Spaydes
Alter Boys Womb Raider
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

39. the importance of positioning
Case Study – Rejected Names
Budget Cut Queen of Spaydes
Alter Boys Womb Raider
F-Stop
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

40. the importance of positioning
Case Study – Rejected Names
Budget Cut Queen of Spaydes
Alter Boys Womb Raider
F-Stop Neutorious
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

41. Recap
– The brain pays attention to novelty
and relevance
– The brain remembers connections,
emotions and meaning
– To be effective, names need to fit the
brand positioning
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

42. why do so many
brand names suck?
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

43. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

44. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

45. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

46. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

47. ©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

48. thank you
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

49. Our Guest Speakers…
JOHN STUCKER
DEVON THOMAS TREADWELL
Founding Principals,
POLLYWOG
JOHN EASTMAN
Creative Director,
EDGE ADVERTISING

50. BRANDING: MY PERSPECTIVE

51. INTERNAL VS EXTERNAL

52. POSITIVE VALUING & PLANNING
COMMUNITY DEVELOPING FOR THE
IMPACT EMPLOYEES FUTURE

56. DUAL BRANDING

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60. PERSONAL BRAND

65. THANK YOU

66. Join us next time…..
FILE>NEW DESIGN LECTURE SERIES
MANAGING CREATIVE + SOCIAL MEDIA
Thursday, August 11th @ 6:00 PM CST.