lafi 2015 naming joe bezdek
TRANSCRIPT
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name & position
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name
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— Juliet Capulet
What’s in a name? That which we call a r
By any other name would smell as sweet
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What’s in a name?
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a name?in’sWhat
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What is a name?
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50,000items
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Chunking
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Somatic
Markers
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emotions
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producthow theyfeel about
your produ
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product
how thefeel abo
your prod
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producthow theyfeel about
your product
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producthow theyfeel about
your produ
≠
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product
how they feel about the product
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product
how they feel about the product
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This is the same thing These are differen
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≠
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Why grandma?
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how you feelabout a thing
the experyou hav
with a th
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yourexpectations
the experyou hav
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• Successful startu
• Award-winning s
• Expert on brand
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• Failed entrepren
• Mediocre juggler
• Serial killer who
by luring them to
brand strategy
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“reputat
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AffectiveExpectation
Model
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$vs
$$$
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$vs
$$$
product
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$vs
$$$
how they
feel about
the product
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$ $$
This is the same thing These are differen
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How they
feel about
the wine
price
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What is a name?
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Laurel A. SuoNaming Consultant
Catchword Brand Name Development
They’re planning on
geing bought in a year;
their name essentially
doesn’t maer.
“
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nameHow they
feel about
the person
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name h
product
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name
price
personality
appearance
history
action
product
tone
h
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h
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hh
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brand
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n. How a person feels
about a thing
brand
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product brand≠
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product brand
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product brand
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This is a product These are bra
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$ $$
This is a product These are bra
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These are brands
product
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name
price
personality
appearance
history
action
product
tone
brand
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Presenter’sParadox
iPod Touch Cover Free song
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+ 8%
+ 92 F R e e
!
+
iPod Touch Cover Free song
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+
+ F R e e
!
+
$2=
$1=
iPod Touch Cover Free song
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+
+
10 10
10 10
F R e e !
+ 1
= 2
= 2
iPod Touch Cover Free song
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+ = 1
+
10 10
10 10 = F R e e
!
+ 1
product
10
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name
price
personality
appearance
history
action
tone
brand7
3 1
2
2
1
1
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brand(this is what people use to make their decisions)
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the good news:you don’t have to do
much to stand out
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you’re building an
emotional aachment
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you’re building abrand
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a
a
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a
a
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aaa
aaa
h
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How do you pick a name?
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you will want to bedescriptive
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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
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WHAT
HOW
boring
shallow
forgeable
indefensible
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WHAT
HOW
WHO
WHERE
WHEN
human
experiential
deep
memorable
unique
WHY
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a
a
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a
a
a
aaa
aaa
aaa
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aaa
aaa
h
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DESCRIBE YOUR PRODUCT
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DESCRIBE YOUR BRAND
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examples are everywhere
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name h
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name & position
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position
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position is simple(to describe)
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This is positioning
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This is agreat book.You should
read it.
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I live in a one-by-one box of bone
no other party can penetrate or know
— David Foster Wallace
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box of bone
What you’re really
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y y
building is in here
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Now, about that thing Juliet s
? ??
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hp://bezbrand.com
@joebez
JOE BEZDEK propriet