Post on 23-Jan-2018
Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Hi, My Name Is…… loaded with years of personal experience, chocked full of deliverable expectations and
dripping with emotional resonance.
Experience Lab 2017 | 11.08 – 11.10 2017
Dylan Salisbury@sweet_dyl
Experience Lab 2017 | 11.08 – 11.10 2017
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What’s in a name?
Experience Lab 2017 | 11.08 – 11.10 2017
That which we call a roseBy any other word would smell as sweet
Experience Lab 2017 | 11.08 – 11.10 2017
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Why does it matter for professional services?
Experience Lab 2017 | 11.08 – 11.10 2017
A Facet of PSO Naming at a Glance
Experience Lab 2017 | 11.08 – 11.10 2017
A Facet Of PSO Naming at a GlanceA Facet Of PSO Naming at a Glance
“A bad, boring or sound-alike name dramatically dilutes the brand equity and potency.”
- Fast Company
Experience Lab 2017 | 11.08 – 11.10 2017
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We are all drowning in data!
Experience Lab 2017 | 11.08 – 11.10 2017
The Great Data Deluge
We are hit with: ! 34 GB of media a day! 285 pieces of content daily ! 54,000 words ! 1,000 clickable links ! A few hundred brand names a day
Clients are inundated! As a result, they perform mental triage.! A name must grab attention and stand out to be remembered.! If you can make them smile, even better.
Experience Lab 2017 | 11.08 – 11.10 2017
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A name is often your first point of contact.
Experience Lab 2017 | 11.08 – 11.10 2017
A Name Is Asked To Do a LotYour brand name is asked to…
" make a critical first impression
" tell a story about who you are, and what you do
" be emotionally resonate and engaging
" stake a claim that is distinctive and ownable
Experience Lab 2017 | 11.08 – 11.10 2017
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Uff-da, that’s a lot to ask!
Experience Lab 2017 | 11.08 – 11.10 2017
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Naming and positioning is a long-term proposition.
Experience Lab 2017 | 11.08 – 11.10 2017
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Cost of Brand Equity
Experience Lab 2017 | 11.08 – 11.10 2017
Ranking of Top Global Brands by Value
Experience Lab 2017 | 11.08 – 11.10 2017
Experience Lab 2017 | 11.08 – 11.10 2017
“The brand name is arguably the most important element of the branding mix because it’s the one element you hope you never have to change.”
- Susannah Hart, Interbrand
Experience Lab 2017 | 11.08 – 11.10 2017
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But sometimes brand and product names do have to change.
Experience Lab 2017 | 11.08 – 11.10 2017
Why Would a Firm Consider Naming?Typical reasons for seeking a new brand name:
" New organization or merger/acquisition
" New strategic direction
" Sense that the current name is dated or not working
" Need to distance from an unwanted name association
Experience Lab 2017 | 11.08 – 11.10 2017
Naming Is Not Just about Firm RebrandingHow a PSO might encounter an unexpected naming decision in the wild
New, distinct service, product or app offering
A service restructuring or consolidation
Pro bono / charitable initiatives / social responsibility
Thought leadership or blog assets
Careers or recruiting portal, Onboarding
Marketing initiative or event
Experience Lab 2017 | 11.08 – 11.10 2017
What Does This Look Like?
Experience Lab 2017 | 11.08 – 11.10 2017
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Sometimes Naming Misses the Mark
=\
Experience Lab 2017 | 11.08 – 11.10 2017
Great Names Nearly Missed
Biz RF
Experience Lab 2017 | 11.08 – 11.10 2017
Great Names Nearly Missed
BackRub
Biz RF
Experience Lab 2017 | 11.08 – 11.10 2017
Great Names Nearly Missed
BackRub
MacMan
Biz RF
Experience Lab 2017 | 11.08 – 11.10 2017
Great Names Nearly Missed
BackRub
MacMan
Jerry and David's Guide to the World Wide Web
Biz RF
Experience Lab 2017 | 11.08 – 11.10 2017
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Decisions made today may not bear fruit for years, but
when that time comes…
Experience Lab 2017 | 11.08 – 11.10 2017
Expect the Story to Evolve
It is imperative that your name have enough flexibility to adapt to whatever changes might be thrown at it.
Names are meant to be elastic – they are just one part of your brand and you can stretch them to mean what you want.
Experience Lab 2017 | 11.08 – 11.10 2017
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Challenges and Opportunities in Brand Naming
Experience Lab 2017 | 11.08 – 11.10 2017
Even if that story only lasts 2 seconds
Tension & Complication
Resolution
Everyone Is the Hero in Their Own Story
Exposition Climax
The “Ah-ha!” moment, they’re in on it
Back at ‘home’ with a deeper understanding of product
Existing understanding of your organization or category
Challenge them just enough to endow additional associations
Experience Lab 2017 | 11.08 – 11.10 2017
Even if that story only lasts 2 seconds
Tension & Complication
Resolution
Everyone Is the Hero in Their Own Story
Exposition
A descriptive name is anti-climatic and forgettable
Experience Lab 2017 | 11.08 – 11.10 2017
Naming your professional services product ‘Consulting Solutions’ or ‘Blog’ is like naming your dog ‘Dog’ or ‘Pooch’.
While there might be risk associated with having a ‘screwball’ name,not having an inspirational or engaging name is a big risk that could haunt you for years to come.
Don’t Give Them Permission to Forget You
Experience Lab 2017 | 11.08 – 11.10 2017
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If it doesn’t ruffle some feathers, you haven’t pushed far enough.
Experience Lab 2017 | 11.08 – 11.10 2017
Great Sticky Names Are 1
2
3
4
Authentic and Meaningful
Suggestive
Visually Evocative
Thematic
Emotionally Resonate5
Experience Lab 2017 | 11.08 – 11.10 2017
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OK, what does the process look like?
Experience Lab 2017 | 11.08 – 11.10 2017
Assemble Your Team
Naming Process Overview
Identify Goal for Name
Review Comp Space
Generate Themes
Develop Possible Names
Refine and
Finalize
Experience Lab 2017 | 11.08 – 11.10 2017
Everyone has an opinion, but not every opinion needs to be heard.
Experience Lab 2017 | 11.08 – 11.10 2017
“Don’t call that dog Lifesaver, call him …(explative deleted).”
Experience Lab 2017 | 11.08 – 11.10 2017
What Are Your Goals for Your Service?What is your positioning approach?
! What feelings do you want to evoke?
! Who is your most important audience, and how would they describe themselves?
! How would you personify your company or product?
! What are some metaphors or analogies for what you are doing?
! How are you different?
Experience Lab 2017 | 11.08 – 11.10 2017
DELI5
Explain It like I’m Five!
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017
Where Is the Bar Set?What are others doing in similar fields?
! Look inside and outside of your industry.
! Look at aspirational as well as laggard competitors.
! What are the themes that the competition is implementing?
! What types of names are played out?
! Is anyone standing out? How so?
This is your chance to ZAGwhen others zig.
Experience Lab 2017 | 11.08 – 11.10 2017
There’s More Than One Way to Skin a BrandNeologisms (high-class gibberish):A newly invented word by respelling a phrase, combining phrases or inventing a new sound.
Clipping:Word formation through the reduction of often descriptive words to one of its parts.
Allusion:Indirect reference to an object or circumstance to evoke a greater meaning.
Personification:The name of a character or existing person who embodies a brand.
Mimetics:Alternative spellings to commonly recognized words.
Portmanteau:A combination of two (or more) words, and their definitions, into one new word, thought or emotion.
Experience Lab 2017 | 11.08 – 11.10 2017
WE NEED FODDER!!!
Experience Lab 2017 | 11.08 – 11.10 2017
WE NEED FODDER!!!
Seriously, we’re going to need a lot to work with here, so fill‘er up!
Easy to find names are just that, and have likely already been found.
Experience Lab 2017 | 11.08 – 11.10 2017
Finalization Considerations
If it’s available, wonderful! But don’t let a domain be the death of a great name.
Search
Trademark Search
Social
Identify what’s already owned. Use USPTO to find obvious conflicts.
Google your top names with a few keywords. Any competitors? Can Siri spell it? How about Urban Dictionary?
Is that a consideration for your marketing plan?What platforms and handles?
Legal InternationalThis is why trademark lawyers exist. Provide a description of the territory to protect.
The story about the Chevy Nova isn’t true, but the ones about the AMC ‘Matador’, the Nokia ‘Lumina’ and the Toyota ‘MR2’ are.
Domain
Experience Lab 2017 | 11.08 – 11.10 2017
Experience Lab 2017 | 11.08 – 11.10 2017
Thank You
Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Hi, My Name Is…… loaded with years of personal experience, chocked full of deliverable expectations and
dripping with emotional resonance.