svfi april 16, 2013 naming & branding justin wilcox slides

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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Naming & Branding

Justin Wilcox

Blog: CustomerDevLabs.com

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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Founders: Perpetual Virgins

Justin Wilcox

Blog: CustomerDevLabs.com

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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Know‐it‐all Culture

Asked a 

question

Not sure

 answer

Make one up

Committed to it

Assumption makes an Ass of  You

Startups are…

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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when you don’t have dataInstead…

• New situation

• Admit  – “I don’t know”

Experiment

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Naming: Crowdfunding Aggregator

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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What’s the

 best

 name?

…let’s experiment

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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A list of  names

Step #1:

SquadHelp.com

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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99 Designs for namesSquadHelp is…

What’s 99 Designs?

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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Top 3 Names

• altFunder

• ThingsWeStart

• ChangeFunding

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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Pick the best one?List

of  

names…

MemorabilityImage 

associations

Emotional associations

Competitor associations

Hearability/Spellability

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How do we tests these?

Survey?

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I hate

 surveys

you should

 too

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“Do 

you 

like 

this 

name?”

Survey = laboratory

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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How would

 you

 test…

Memorability Image 

associations

Emotional associations Competitor

 associations

Hearability/Spellability

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Hearability/Spellability Results

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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How would

 you

 test…

Memorability Image 

associations

Emotional associations Competitor

 associations

Hearability/Spellability

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Memorability Results

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Final results?

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Step‐by

‐step

 Instructions:

CustomerDevLabs.com

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App Pricing

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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How much

 should

 I charge?

…let’s experiment

7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides

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Answer: $4.99

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Conclusion:

It’s okay

 to

 “I

 don’t

 know”

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In a new

 situation?

…let’s experiment

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Founders: Perpetual Virgins

Justin Wilcox

Justin@CustomerDevLabs.com

Blog: CustomerDevLabs.com