tofi feb. 2, 2015 naming & positioning: coleman
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8/9/2019 TOFI Feb. 2, 2015 Naming & Positioning: Coleman
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Naming andPositioningTrevor [email protected]@trevorcolemanhttp://www.choosemuse.com
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What a Product Is
Product is a solution that solves a need for amarket.
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Positioning
Positioning is a way of defining your product inthe mind of the market relative to thecompetition.
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How consumers make decisions
They choose things that are important to them.
Jack wants a car that is:
! Fun to drive
!
Sexy
Amy wants a car that is:
! Safe
!
Lots of cargo space
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How consumers make decisions
Fun
Boring
Plain Sexy
Safe
Unsafe
CargoNo Cargo
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How consumers make decisions
Then they rate the options on those criteria:
Unsafe Safe
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How consumers make decisions
Then they rate the options on those criteria:
Plain Sexy
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How consumers make decisions
Then they rate the options on those criteria:
No Cargo Lots of Cargo
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How consumers make decisions
Then they rate the options on those criteria:
Boring Fun
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Consumers make mental maps
Fun
Boring
Plain Sexy
Safe
Unsafe
CargoNo Cargo
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Mental Maps are Multi-dimensional
Fun
Boring
Plain Sexy
He wants a car that is:! Fun! Sexy
But also! Budget of $25,000! Has a dog (needs a back seat)
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Mental Maps are Multi-dimensional
Fun
Boring
Plain Sexy
He wants a car that is:! Fun! Sexy
But also! Budget of $25,000! Has a dog (needs a back seat)
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How do you build the mental maps?
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How do you build the mental maps?
TALK TO YOURCUSTOMERS
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How do you build the mental maps?
! Surveys (typeform, survey monkey)!
Interviews
Ask people:!
Who they use now?!
Ask them to describe the differencesbetween competitors
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Find niches
Niches are NOT demographic.
A niche is a small group of customers whohave similar mental maps for the productcategory you are selling.
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1. Map out the competition(Include indirect competition)
1.
Look for an open spaces
To choose a position for your product
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Positioning Statement
Sentence that concisely and precisely conveysyour positioning.
Says who our product is for , and why theywould choose it over the competition.
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Good positioning
! Differentiate your product from thecompetition’s
!
Address important customer buying criteria!
Articulate key product (or company)characteristics
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Positioning Statement Template 1
[NAME OF BUSINESS]is
[KIND OF PRODUCT OR SERVICE] for
[KIND OF PEOPLE]
The Ford Fiesta ST is an exciting daily driver
for performance enthusiasts on a budget .
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Positioning Statement Template 2
For [insert Target Market] the [insert Brand]
is the [insert Point of Differentiation] among all [insert Frame of Reference]
because [insert Reason to Believe] .
For performance enthusiasts, the Fiesta ST is the highestperforming car available under $25,000 according to J.D.Power and Associates
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Positioning Statement Template 3
What: The only [category]
How: that [differentiation characteristic]
Who: for [customer]Where: in [geographic location]
Why: who [need state]
When: during [underlying trend]
Uber is the only car service you can book through your
phone for travellers in san francisco who need to get workdone on the way to their next meeting, despite the terrible
traffic.
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Naming
Your product name is the first, and mostfrequent interaction your customers have withyour brand.
It’s a word that means your company, our
product, or your service.
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Naming
Your name should capture the essence of yourproduct.
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A good name is:
! Memorable!
Unique!
Communicate the value prop!
Easy to pronounce and spell!
Has an available domain!
Look good and fun to say
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Your name should reflect the valuesof your consumer
Black & Decker = strong, dependableAveena = Soft, soothing
Kia = Fun, excitingLexus = Luxurious
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Types of Names
!
Acronymso IBM
!
Amalgamo Nabisco (National Biscuit Co.)
!
Alliteration and Rhymeo Molly Maid
! Appropriationo Caterpillar
! Descriptiveo Toys R Us
!
Evocativeo
London Fog
!
Founders' Nameso Hewlitt Packard
!
Ingredientso Raisin Bran
!
Mimeticso Krispy Kreme, Google
!
Nicknameo Kinko’s
! Neologismo Verizon
! Onomatopoeiao Twitter
!
Personificationo
Green Giant
!
Portmanteauo Travelocity
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Linguistics Matter
Plosives, Fricatives, Vowels, Diphthongs
! Short “i” = lightest sound in the englishlanguageo
Swiffer, Vim, Twitter
! Long “a” = slower, more luxuriouso
Acura, Elantra, Prada
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Sources of Inspiration
! Fiction!
Foreign languages!
Word roots!
Sounds!
Movies!
Scientific Terms!
Thesaurus
! Fiction! Foreign languages! Word roots! Sounds!
Movies! Scientific Terms! Thesaurus
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Focus on the benefit
Your name should communicate thebenefit to the consumer
not thetechnology that makes it possible.
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Your name will evolve
! Your name will grow with your brand. Sothink about future product lines and how theymight fit.
! When in doubt: pick the name that worksnow.
!
Freshbooks -- lots of room for growth.
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When coming up with names
Separate brainstorming and judging1. Come up with as many ideas as possible2.
Separate the interesting ones3. Rate for things like memorability, availability
of domains & social media handles,relevance etc.
Use a defined scoring rubric.
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You will not find the perfect name.
So don’t waste time trying. Find a name thatworks, and that satisfies your criteria, and geton with building your business.
Your company will grow into it.(no one would ever have picked “Google.”)