4. Naming Identifiers - Naming Variables, Methods, Classes, Etc.
Naming and Positioning - The Founder Institute
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‘FOUNDERS. NAMING AND POSITIONING’
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Paris in the
the Spring xx
Bird in the
the Hand xxx
FAMILIARITY EXERCISE
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MOST MARKETERS MISS THE
THE POINT!
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TALKABILITY
SHAREABILITY
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WHAT ARE SOME BRANDS IN YOUR WORLD?
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WHAT ARE SOME BRANDS IN YOUR WORLD?
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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
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TRADITIONAL MARKETING
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We’re hardwired to notice only what’s different
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OUT THERE VS
UP HERE!
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1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
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1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
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2/3RDS OF SEARCHES ARE
PROMPTED OFFLINE
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ASSUMING YOUR NAME’S NOT A CLANGER...
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NAME + LINE = COMMUNICATIONS
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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
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BUSINESS OWNERAPATHY
VS
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vs
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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!
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1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
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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
HIGHMARKET LEADERCommunications opportunity (market growth)
BRAND SHARELet market leader communicate these points
THE PREDATORY BRIDGE
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1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
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LET’S GET PREDATORY
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Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
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Prevents looking for parity Focus on relative advantages
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
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ACHIEVES GREATEST IMPACT AND
MAKES RESPONSE DIFFICULT
PREDATORY MARKETING
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HOW DOES IT WORK ONLINE
TRADITIONAL BUILD METHODOLOGIES VS
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SUMMARY
GET YOUR NAME RIGHT GET YOUR MONEY BACK
GET PREDATORY
ASHTON BISHOP ON LINKEDIN “ASK FOR PREDATORY INSPIRATIONS”