CFI November 1 Naming and Branding - Bezdek

8/3/2019 CFI November 1 Naming and Branding - Bezdek

http://slidepdf.com/reader/full/cfi-november-1-naming-and-branding-bezdek 1/207

Nobody

cares about

what you do

Nobody

can evenremember

what you do

...but that’s okay

#1 Danger

#1 Goal

if you want themto remember,

get them to care

“brand”

brand =

the emotional

attachmenta person

has to a thing

brand =the currency oflong-termsuccess

A few years into DivX,I noticed something odd

They were not paying for our product

They were not paying for our technology

But they were paying us for something...

(DivX-ness)

my conception of theworld was incomplete

technology

product

your product

is not whatmatters

the experience

they have withyour product

matters

how people feel aboutthe experience

matters

how people feel aboutthe experience

matters

subjective

emotional

action reaction

thing perception

February 14July 4

September 11

December 25

to understand,

let’s consider asimilar conce t

how people

feel about

reputation

experience reputation

reputation

What is more real?

brand≈ reputation

product

how people

feel about

your product

What is more real?

product

You have a brand

whether you want oneor not

The most successful

companies purposefullybuild brands

technology

product

technology AndroidiOS

product

how people

feel about

their iPhone

iPhone

Apple is building a brand

Build a brand

purposefully

why brand?

brands are necessary

people makeemotional decisions

CALIFORNIA CALIFORNIA CALIFORNIA

Daniel E.Lungren

of Folsom (3d District) Republican—6th term*

JohnT. Doolittle

of Roseville (4th District) Republican—8th term

Doris O.Matsuiof Sacramento (5th District) Democrat—1st term

LynnC. Woolseyof Petaluma (6th District) Democrat—7th term

RichardW.Pombo

of Tracy (11th District) Republican—7th term

TomLantos

of San Mateo (12th District) Democrat—13th term

FortneyPete Starkof Fremont (13th District) Democrat—17th term

AnnaG. Eshooof Atherton (14th District) Democrat—7th term

MichaelM. Honda

of San Jose (15th District) Democrat—3d term

ZoeLofgren

of San Jose (16th District) Democrat—6th term

SamFarrof Carmel (17th District) Democrat—7th term

DennisA.Cardozaof Atwater (18th District) Democrat—2d term

LoisCapps

of Santa Barbara(23d District)

Democrat—5th term

EltonGallegly

of Simi Valley (24th District) Republican—10th term

Howar dP.

“Buck ”

McKeon

of Santa Clarita

DavidDreierof San Dimas (26th District) Republican—13th term

CALIFORNIA

XavierBecerra

of Los Angeles (31st District) Democrat—7th term

Hilda L.Solis

of El Monte (32d District) Democrat—3d term

DianeE.Watsonof Los Angeles (33d District) Democrat—3d term

LucilleRoybal-Allardof Los Angeles (34th District) Democrat—7th term

CALIFORNIA

Linda T. Sánchez

of Lakewood (39th District) Democrat—2d term

Edward R. Royce

of Fullerton (40th District) Republican—7th term

Jerry Lewisof Redlands (41st District) Republican—14th term

GaryG. Millerof Diamond Bar

(42d District)

CALIFORNIA

brands are enduring

brands alter reality

experience reputation

experience brand

taste tests

Coke vs. Pepsi

Without price,

people do notenjoy expensive

wine more

When told it was

expensive, people

got more pleasurefrom drinking the

same wine

The wine is better,

but it has nothingto do with the grapes

Y t lli i

experience

of wine

You are not selling wine...

...and many things

contribute to theex erience of wine

experience

of wine

experience

of wine

minimum viable coffee

Your logo makes yourcoffee taste better

makes your

product better

experience

of wine

You don’t have to havethe “best” product

How do I do it?

little

Be clear and focused

Be opinionated

Be polarizing

hate love

“meh”

LOL EPIC FAIL ZOMGBBQ!1!

ZONE OF

“Take whatever you think some guys don't like—

and play it up.”

“Take whatever you think some customers won't like—

and play it up.”

This is an aggressive ale. You probably won’t like it.

It is quite doubtful that you have the taste or sophistication

to be able to appreciate an ale of this quality and depth.

We would suggest that you stick to safer and more familiar territory—

maybe something with a multi-million dollar ad campaign aimed atconvincing you it’s made in a little brewery, or one that implies that

their tasteless fizzy yellow beverage will give you more sex appeal.

Perhaps you think multi-million dollar ad campaigns make things taste better.

Perhaps you’re mouthing your words as you read this.

Source: The Oatmeal

be DIFFERENT not better

Be a part ofsomething bigger

little

Brand is

in the details

d t il d t il

detail

detaildetail

detail

Source: pixelsrzen (Flickr)

Source: Hideya Hamano (Flickr)

Details can have anout-sized effect

Details can beinexpensive or free

Add in few details

Someone will notice

Names and Naming

*name = brand;

Name matters

words have meaning

ISBN 978-0028629308

Name is a vesselfor brand

Good Neutral Bad

Aim for good

Settle for neutral

Avoid bad

How to choose a name

Chance you will choose a new name

Chance you will keep the name you have

because you really, really like it

and so does your mom

Types of names

Functional

Invented

Experiential

Evocative

Functional names

seem safe...butthere’s a danger

...but they can still work

There is nobest kind of name

Pick a name

to match

your brand

Aim at the heart,not at the head

Evocative nameshave a lot of potential

EXERCISE:

Categorize the namesyou see around you

Examples

HoneywellRound Nest

A brief comment ontrademark

Don’t give away

the key tothe kingdom

zip codedumpster

popsicleescalator

jacuzzi

ZIP Code™Dumpster™

Popsicle™Escalator™

Jacuzzi™

1383 1366

Let’s review

Build a brand purposefully

Brand makes your product better

Brand is in the details

Name matters

Pick a name to match your brand

representamen

interpretant object

signifier

signified

signifier

signified

representamen

interpretant object

a brand nameisa signifier;

signifiersarethosethingswehearorseethatbring tomind thesignifie d

mostproductsoraspectsofa productcan also serveassignifiersofthebrand

brandsare signs; signsarethecombination of asignifierand a signified;onecannotbethoughtof

withouttheother

ourperception ofa brand – theexperien cesand expectations

weassociatewith it– areitssignified

thesignified isco-created byboth brand stewardswho provideproducts (and messagesaboutthem) and individualswhoexperiencetheproducts

“A Model for Brand”

Hugh Dubberly

Don’t make something unlessit is necessary and useful;

but if it is both necessary anduseful, don’t hestitate to

make it beautiful.— Shaker design philosophy

Thanks.

BEZDEKCO joe@bez.co

CFI November 1 Naming and Branding - Bezdek

Documents

Transcript of CFI November 1 Naming and Branding - Bezdek

Cfi training

SDFI Fall 2014 Naming and Positioning - Bezdek

Nomenclature Naming Ionic Compounds Naming Covalent Compounds Naming Acids Naming Hydrates Lecture 4.

CFI Catalog 2016

Gary G. Gintner, Ph.D., LPC-S, Bezdek Candidate, Smith, S ...

Welcome to CFI

CFI Newsletter August 2013

FAASTeam CFI Workshop 7

CFI November 4 Naming & Positioning: Morales

FAASTeam CFI Workshop 8

Bezdek Analysis Nueces-1!15!11

Quantum cfi holdings

Instrument Procedures Knocking the Rust Off Dave Simpson Master CFI Gold Seal CFI

CfI Gldtd iT.n,.~.

I . CfI - OJP

Registration CFI

CFI French Brochure

FAASTeam CFI Workshop #4

CFI Team Presentation

Bezdek 2014a Reduction of temperature dependence in ...bezdek/download/Bezdek_etal_2014...Heating ACC of Swarm A/B resulted in a considerable reduction in the temperature dependence!