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/

1. ‘FOUNDERS.
NAMING AND
POSITIONING’

2. Paris
in the
the Spring
xx
Bird
in the
the Hand
xxx
FAMILIARITY EXERCISE

3. MOST MARKETERS
MISS THE
THE POINT!

4. TALKABILITY
SHAREABILITY

5. WHAT ARE SOME BRANDS IN YOUR WORLD?

6. WHAT ARE SOME BRANDS IN YOUR
WORLD?

7. WHAT ARE SOME BRANDS IN YOUR WORLD?
!
The average person is exposed to:
$13.3 billion advertising spend in Aus*
Over 1,000,000 branded messages a year
3,000 branded message each day
Only notice 80
React to 10
57% are remembered negatively
*BrianWave Connection, UK, 2004
*Neilsen data 2012

8. TRADITIONAL
MARKETING

9. We’re hardwired to notice only what’s different

10. OUT THERE
VS
UP HERE!

11. 1. GETYOUR NAME RIGHT
2. GETYOUR MONEYBACK
3. GET PREDATORY

12. 1. GETYOUR NAME RIGHT
2. GETYOUR MONEYBACK
3. GET PREDATORY

13. 2/3RDS OF
SEARCHES ARE
PROMPTED
OFFLINE

14. ASSUMING
YOUR NAME’S
NOT A
CLANGER...

15. NAME + LINE = COMMUNICATIONS

16. Credible
& clear
Cut-through
& edgy
Clear Name
+
Clear Positioning
=
Unremarkable
Cut-through Name
+
Cut-through Positioning
=
Nonsense
Clear Name
Cut-through Positioning
Cut-through Name
Clear Positioning

19. BUSINESS
OWNER
APATHY
VS

20. vs

25. ASH’S NO NONSENSE CHECKLIST
A good name won’t save a crap product
The only way to ONE great name is via 100 crap ones
Check the legals upfront (IP Australia) - cheap!
Random word generators, thesaurus, scrabble play
Acronyms are crap! Real world = Good!
Things you can ‘verb’ are good (for some things)
Diminutive is better than big!

26. 1. GETYOUR NAME RIGHT
2. GETYOUR MONEYBACK
3. GET PREDATORY

27. DANGER ZONE
Needs to be fixed
IMMEDIATELY
IGNORE
You have other
priorities
EDUCATION ZONE
Communications
focus with engaged
customers
!
A slower burn to
increase importance
over time
Your communications
focus - right now
PREDATORY ZONE
LOW
CUSTOMER
IMPORTANCE
DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES
COMPETITIVE
POSITION
HIGH
MARKET LEADER
Communications
opportunity (market
growth)
BRAND SHARE
Let market leader
communicate these
points
THE PREDATORY BRIDGE

28. 1. GETYOUR NAME RIGHT
2. GETYOUR MONEYBACK
3. GET PREDATORY

29. LET’S GET PREDATORY

30. Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING

31. Prevents looking for parity Focus on relative advantages
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING

32. ACHIEVES GREATEST IMPACT
AND
MAKES RESPONSE DIFFICULT
PREDATORY MARKETING

33. HOW DOES IT WORK ONLINE
TRADITIONAL BUILD
METHODOLOGIESVS

35. SUMMARY
GETYOUR NAME RIGHT
GETYOUR MONEYBACK
GET PREDATORY
ASHTON BISHOP ON LINKEDIN
“ASK FOR PREDATORY INSPIRATIONS”