cofi - may 13 naming - catalina girald
TRANSCRIPT
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“NamingandBranding”
TheFounderIns5tute
Bogota,May10,2011
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8/6/2019 COFI - May 13 Naming - Catalina Girald
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AboutCatalina
• Lawyer at Skadden, Arps in New York• Stanford Business School
• Raised $5.1M from Silicon Valley Venture Capitalists….off of a powerpoint• Can teach you everything you shouldn’t do
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“Branding”
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Let’splayagame
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Whatisabrand?
Name + Logo + Tagline
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Abrand…
“identifies the goods and services of a seller todifferentiate them from those of another.”—AMA
• Is your corporate image—your Aura• Makes you credible/ signals reliability• Creates user loyalty• Motivates the buyer
• Connects the consumer emotionally
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Brandingiseverything!
Thatdepends…
Is it?
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Theprocessofbranding
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VisionaryPosi5oning
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Lotsoftrialanderror…
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4MonthsLater….
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Ifyouareearlystage…
• Rightnow,brandingdoesn’tmaQer…
– Itcoststoomuch
– Ittakesuptoomuch5me – Itdoesn’tmaQertoVC’s
– Itwillprobablychangeanyway
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Examples
$75M
$12M
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YourOnlyFocusNow
WhatmaQersnowis…
– GeXngyourproductoutquick
– Makingitfunc5onal
– GeXngusers
– Makingmoney
– Comingupwithaname….thatisn’tterrible
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“Naming”
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Whenchoosinganame…
Do’s:
‐makeiteasytoremember
‐keepitshort
‐makeiteasytospell‐Avoidsymbols/numbers
CommonQues-ons:
Doesithavetobea.com?
Canyouuseamisspelledname?
Doesithavetobedescrip5ve?
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Becareful:Don’tdothis!
• PenIsland‐‐‐Penisland.com
• TheTherapistFinder‐‐‐Therapisinder.com
• Swissbit‐‐‐Swissbit.ch
• KidsExchange‐‐‐Kidsexchange.com
• Auc5onsHit‐‐‐Auc5onshit.com
• MammothConstruc5on‐‐‐Mammotherec5on.com• FirstCummingMethodistChurch—cummingfirst.com
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Howtobuyadomainname
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HowtoRegister
• Goto:hQp://www.uspto.gov
• Doyourresearch:isyourname“confusinglysimilar”to
someonesellingsimilargoods/services?
• Conductatrademarksearch
• FileforatrademarkonlineusingtheTrademarkElectronic
Applica5onSystemhQp://www.uspto.gov/trademarks/teas
• Pay$32USD• Show“intenttouse”
• Don’tforgettorenewajeryears(thereajerevery10years)
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Whatifyou“infringe”?
• Youcanbesued
• Evenifyouneverdidatrademarksearchanddidn’t
knowyouwereinfringing
• Thecourtdoesn’tcare:presumesyouknew
• Youcanbeheldliablefor:
– Damages
– Paymentofregisteredowner’saQorneyfees
– Forcedtostopusingthemark