LAFI 2015 Naming Joe Bezdek

8/20/2019 LAFI 2015 Naming Joe Bezdek

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name & position



name



— Juliet Capulet

What’s in a name? That which we call a r

By any other name would smell as sweet



What’s in a name?



a name?in’sWhat



What is a name?



50,000items



Chunking



Somatic

Markers



emotions



producthow theyfeel about

your produ



product

how thefeel abo

your prod




your product




your produ

≠



product

how they feel about the product



This is the same thing These are differen



≠



Why grandma?



how you feelabout a thing

the experyou hav

with a th



yourexpectations

the experyou hav



• Successful startu

• Award-winning s

• Expert on brand



• Failed entrepren

• Mediocre juggler

• Serial killer who

by luring them to

brand strategy



“reputat



AffectiveExpectation

Model



$vs

$$$



$vs

$$$

product



$vs

$$$

how they

feel about

the product



$ $$

This is the same thing These are differen



How they

feel about

the wine

price



What is a name?



Laurel A. SuoNaming Consultant

Catchword Brand Name Development

They’re planning on

geing bought in a year;

their name essentially

doesn’t maer.

“



nameHow they

feel about

the person



name h

product



name

price

personality

appearance

history

action

product

tone

h



h



hh



brand



n. How a person feels

about a thing

brand



product brand≠



product brand



This is a product These are bra



$ $$

This is a product These are bra



These are brands

product



name

price

personality

appearance

history

action

product

tone

brand



Presenter’sParadox

iPod Touch Cover Free song



+ 8%

+ 92 F R e e

!

+




+

+ F R e e

!

+

$2=

$1=




+

+

10 10

10 10

F R e e !

+ 1

= 2

= 2




+ = 1

+

10 10

10 10 = F R e e

!

+ 1

product

10



name

price

personality

appearance

history

action

tone

brand7

3 1

2

2

1

1



brand(this is what people use to make their decisions)



the good news:you don’t have to do

much to stand out



you’re building an

emotional aachment



you’re building abrand



a

a

a

aaaaaa

aaaaaa

aaaaaa

aaaaaa

aaaaaa

aaaaaa

a

a

a

aaa

aaa

aaa

aaa

aaa

aaa

h



How do you pick a name?



you will want to bedescriptive



W h i t e Ma l e

g i v i n g a p r e s e n ta t i o n



WHAT

HOW

boring

shallow

forgeable

indefensible



WHAT

HOW

WHO

WHERE

WHEN

human

experiential

deep

memorable

unique

WHY



a

a

a

aaaaaa

aaaaaa

aaaaaa

aaaaaa

aaaaaa

aaaaaa

a

a

a

aaa

aaa

aaa

aaa

aaa

aaa

h



DESCRIBE YOUR PRODUCT



DESCRIBE YOUR BRAND



examples are everywhere



name h



name & position



position



position is simple(to describe)



This is positioning



This is agreat book.You should

read it.



I live in a one-by-one box of bone

no other party can penetrate or know

— David Foster Wallace



box of bone

What you’re really



y y

building is in here



Now, about that thing Juliet s

? ??



[email protected]

hp://bezbrand.com

@joebez

JOE BEZDEK propriet

LAFI 2015 Naming Joe Bezdek

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