Post on 07-Aug-2018
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 1/109
name & position
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 2/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 3/109
— Juliet Capulet
What’s in a name?That which we call a roseBy any other name wouldsmell as sweet.
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 4/109
a name?in’sWhat
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 5/109
a name?What is
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 6/109
50,000item
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 7/109
CHUNKING
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 8/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 9/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 10/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 11/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 12/109
SOMATIC
MARKERS
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 13/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 14/109
this is the default
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 15/109
emotions
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 16/109
producthow theyfeel abou
your produ
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 17/109
producthow theyfeel abou
your produ
≠
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 18/109
product how theyfeel about
your product
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 19/109
producthow thefeel abo
your prod
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 20/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 21/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 22/109
product
how they feel about the product
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 23/109
product
how they feel about the product
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 24/109
This is the same thing These are differen
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 25/109
≠
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 26/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 27/109
how you feelabout a
thing
the experyou ha
with a th
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 28/109
• Successful startu
• Award-winning s
•Expert on brand
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 29/109
• Serial killer who victims by luringseminars on bra
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 30/109
“reputa
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 31/109
AFFECTIVEEXPECTATIOMODEL
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 32/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 33/109
$vs
$$$
product
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 34/109
how theyfeel about
the product
$vs
$$$
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 35/109
how theyfeel aboutthe wine
price
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 36/109
how theyfeel about
the wine
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 37/109
how peoplefeel about
X
(your product, your company, etc.)
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 38/109
What is a name?
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 39/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 40/109
soundhow you
feel aboutthe person
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 41/109
“Donald Trump”
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 42/109
“Barack Obama”
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 43/109
“Patagonian toothfish”
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 44/109
“Chilean sea bass”
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 45/109
“Peter Gene Hernandez
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 46/109
“Bruno Mars”
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 47/109
name h
product
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 48/109
name
price
personality
appearanc
history
action
product
tone
h
product
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 49/109
name
price
personality
appearanc
history
action
product
tone
hh
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 50/109
brand
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 51/109
n. How a person feelsabout a thing
brand
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 52/109
producthow theyfeel abou
your produ
≠
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 53/109
product brand≠
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 54/109
product brand
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 55/109
product brand
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 56/109
This is a product These are bra
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 57/109
$ $$
This is a product These are bra
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 58/109
These are brands
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 59/109
name
product
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 60/109
name
price
personality
appearanc
history
action
p
tone
brand
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 61/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 62/109
PRESENTER’
PARADOX
iPod touch Cover Free song
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 63/109
+ 8%
+ 92 F R e e
!
+
iPod touch Cover Free song
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 64/109
+
+ F R e
e !
+
$2=
$1=
iPod touch Cover Free song
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 65/109
+
+
10 10
10 10 F R e
e !
+ 1
= 2
= 2
iPod touch Cover Free song
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 66/109
+ = 1
+
10 10
10 10 = F R e
e !
+ 1
product
10
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 67/109
name
price
personality
appearanc
history
action
tone
brand7
3 1
2
2
1
1
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 68/109
brand(this is what people use to make their decisions
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 69/109
how do you create a bran
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 70/109
remember thatyou’re building an
emotional attachment
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 71/109
do things thatcreate or strengthen
an emotional attachmen
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 72/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 73/109
it doesn’t have to be big
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 74/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 75/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 76/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 77/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 78/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 79/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 80/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 81/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 82/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 83/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 84/109
a
a
aaaaaa
aaaaaa
aaaaaa
aaaaaa
aaaaaa
aaaaaa
a
a
a
aaa
aaa
aaa
aaa
aaa
aaa
h
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 85/109
how do you choose a nam
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 86/109
you will want tobe descriptive
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 87/109
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
b i g
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 88/109
WHAT
HOW
boringshallowforgettable
indefensible
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 89/109
WHAT
HOW
WHO
WHERE
WHEN
humanexperientialdeepmemorableunique
WHY
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 90/109
the best namespoint to something true
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 91/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 92/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 93/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 94/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 95/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 96/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 97/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 98/109
don’t name your produc
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 99/109
name your brand
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 100/109
name h
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 101/109
name & position
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 102/109
position
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 103/109
position is simple(to describe)
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 104/109
This is positioning
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 105/109
I live in a one-by-one box of bone
no other party can penetrate or know
— David Foster Wallace
What you’re really
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 106/109
building is in here
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 107/109
Now, about that thing Juliet s
? ??
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 108/109
8/20/2019 SDFI 2016 Naming Bezdek
http://slidepdf.com/reader/full/sdfi-2016-naming-bezdek 109/109
joe@bezbrand.com
hp://bezbrand.com
@joebez
JOE BEZDEK propriet