Branding Tips & Insights via File>New

Our Guest Speakers…

JOHN STUCKERJOHN STUCKER

DEVON THOMAS TREADWELL

Founding Principals,

POLLYWOG

JOHN EASTMAN

Creative Director,

EDGE ADVERTISING

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FAILFAILWhy most brand names suck.(And how yours can be great.)

Rasmussen CollegeJune 2, 2011June 2, 2011

introduction to pollywog

John StuckerPrincipal

Devon Thomas Treadwell

©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.

Devon Thomas TreadwellPrincipal

We work with brands in their formative stages

introduction to pollywog

in their formative stages

Naming & Brand Creation

Brand StrategyPositioning

Nomenclature SystemsTaglines


PositioningBrand NamingCategory Naming

TaglinesBrand IdentityBrand Launch

how names can make a difference



Gravitationally Totally Collapsed Object


Black Hole

Strong brand names make more money


make more money

Logitech“Scanner 2000” renamed “ScanMan”


Sales doubled in 18 months with no additional advertising

Goldzilla


Goldzilla


brain science & branding



“We don’t pay attention toboring things.”John Medina


John MedinaBrain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School

What do we pay attention to?


1. Novelty . Stimuli that are unusual, unpre-dictable or distinctive harness attention.

Lesson for branders:


John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School


Different is good. Familiar is risky.

We pay attention to novelty.


not


What do we pay attention to?


2. Relevance . We are more interested in things that we find important to us.





Know who you’re talking to and what they want.

We pay attention to relevance.


not


What do we remember?


1. Connections. Memory is enhanced by creating associations between concepts.




For more memorability, create names that evoke an idea beyond the obvious or functional aspects of your offering.

BumblebeeWe remember connections.


ThePA4Unot




2. Emotions. The brain remembers the emotional components of an experience more than any other aspect





Names that stir emotion have more impact and memorability

We remember emotions.


not




3. Meaning. The more meaning something has, the more memorable it becomes.




Names rich with multiple allusions offer more opportunities for people to find personal connections and meaning.

We remember meaning.


not


the importance of positioning


Case Study


Project:

Spay/neuter service for low-income pet owners from the Animal Humane Society


Case Study


What’s your promise?

What makes you different from your competitors?


Case Study


What’s your promise? Now you can afford the high quality spay/neuter services for your pet that will save pet lives by preventing unwanted litters.

What makes you different from your competitors? Because this service is subsidized by donations, it costs less than other vets.


than other vets.

Case Study



Case Study – Rejected Names


Budget Cut




Budget Cut Queen of Spaydes




Budget Cut

Alter Boys

Queen of Spaydes




Womb Raider

Budget Cut

Alter Boys

Queen of Spaydes




Womb Raider

Budget Cut

Alter Boys

Queen of Spaydes


F-Stop



Womb Raider

Budget Cut

Alter Boys

Queen of Spaydes


NeutoriousF-Stop

Recap

– The brain pays attention to novelty and relevance

– The brain remembers connections, emotions and meaning


emotions and meaning

– To be effective, names need to fit the brand positioning

why do so many brand names suck?


thank you


Our Guest Speakers…

JOHN STUCKERJOHN STUCKER

DEVON THOMAS TREADWELL

Founding Principals,

POLLYWOG

JOHN EASTMAN

Creative Director,

EDGE ADVERTISING

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Join us next time…..

FILE>NEW DESIGN LECTURE SERIES

MANAGING CREATIVE + SOCIAL MEDIA

Thursday, August 11th @ 6:00 PM CST.

FILE>NEW DESIGN LECTURE SERIES

Thursday, August 11th @ 6:00 PM CST.

Branding Tips & Insights via File>New

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