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Copyright © BrandHub 2009. All Intellectual Property Reserved.
BrandHub Pte. Ltd.
85 Club Street #03-01,
Singapore 069453
Tel +65 6224 9108
www.brandhub.com
Insight | Strategy | Naming | Design | Metrics | Training
Founders Institute
Branding & Naming for Technology Start-Ups
April 12th, 2010Marketing Magazine
Agency of the Year
Award 2007 & 2008
Singapore’s
Leading Independent
Brand Consultancy
Think Branding™
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Intro to BrandHub
Warm-up Exercise
Brand Naming
Start-up Branding
Discussion & Q&A
ContentContent
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• A strategic brand consultancy established in 2002 dedicated to creating and
building Leader Brands in Asia
• Voted as the leading independent brand consultancy in Singapore by
readers of Marketing Magazine in 2007 & 2008
• Thought leader on branding issues in Asia
• Strategic/results driven – Align your brand strategy to your business strategy
– Align your operating and marketing plans to your brand strategy
– Build in tracking and measurement for your brand to maximize your brand value
• Geography
– BrandHub has worked with clients operating across Asia, Middle East and Europe
– We work closely with the Design Alliance Group across Asia including Malaysia (WHW
Design), Indonesia, Vietnam, Hong Kong
– We also work with leading international specialist consulting firms such as Brand Finance in
Brand Valuation and Effective Brands in Global Brand Management
Who We Are
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Our Services
• Qualitative
Research
• Quantitative
Research
• Communications
Audit
• Internal
Alignment
Survey
What We Do
• Brand Identity
• Sub-brand
Identity
Systems
• Collateral
System
• Website
• Uniform &
Livery Design
• Environmental
Design &
Signage
Systems
• Brand Identity
Guidelines
Manual
Insight | Strategy | Naming | Design | Metrics | Training
• Brand Blueprint
• Brand
Architecture
System
• Market
Segmentation
Strategy
• Brand
Communications
Strategy
• Brand Naming
• Name Research
• Name Testing
• Online
Trademark
Search
• Brand Tracking
• Brand Metrics
Scorecard
• Internal Brand
Alignment
Training
• Brand Training
• Branding
Workshops &Seminars
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Sample List of Clients – Infocomm Sector
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Sample List of Clients – Others
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Evidence of Brand Value
Source: Brand Finance
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Evidence of Brand Value
‘If this business were split up, I would give you the land and bricks and mortar,
and I would take the brands and trade marks, and I would fare better than you.”
Evidence of Brand Value
Vs.
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17%
49%
34%
Tangible assets
Other IntangibleAssets
Brand
Brands account for about a third of shareholder value
Source: Interbrand/Citigroup/BusinessWeek, 2001
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Other Benefits of having a Strong Brand
Strong
Corporate
Brand
Attract Top
Talent
Attract Partners/Sponsors
Increase Share Price/
PerformanceReduce Cost of
Funding
Attract Trend Setters/
Media Coverage
Choose fromBest Suppliers
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Intro to BrandHub
Warm-up Exercise
Brand Naming
Branding for SMEs
Discussion & Q&A
ContentContent
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Brand Names Created by BrandHub
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• Short, easy to pronounce and remember
• Distinctive
– Is it unique or differentiated in its category
• No negative connotations in the target markets
• On brand
– Communicate the desired brand personality / attributes
• Likable
– Can the name establish a connection emotionally?
• Extendible
– Does the name allow for product/service extensions?
• Protectable
– Are you able to protect your name?
• URL availability
• Story to tell
Criteria for a Good Name
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Origin
• Dell
• Ford
Descriptive
• General Motors
• Holiday Inn
Associative
• Nike
• 7-Up
Invented
• Xerox
• Pepsi
Acronym
• IBM
• UPS
Types of Names
• Totally made-
up word
• Meaningless
• Easiest to
trademark
• Name of
founder orplace of origin
• Tells a
meaningful
story
• The name
embodies theattributes of
the founder/
origin
• Describes the
product/service offering
• Easy to
understand
• Very difficult
to register
• A name that
alludes to anaspect or
benefit of the
product or the
company (e.g.
Nike is Greek
goddess of
victory)
• Can be part of
or combination
of words
• Usually the
abbreviated formof a long
descriptive name
• The name is
meaningless,
unpronounceable
and difficult toremember unless
full name is well
established
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Who would have thought?
• A logistics company called Semtex
• An IT corporation named Banana
• An executive car called Gertrude
• A pharmacy called Shoes
• An energy corporation named Clam
• A banana named ‘the little one’
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Examples of Inappropriate/Bad Names
• GM Chevy car brand called ‘Nova’ , meaning ‘NoGo’ in Spanish
• PWC spin off its consulting arm and called it
‘Monday’
– Thankfully, the company was later bought by IBM andname disappeared for good
• Royal Mail changed its name to ‘ Consignia’ then back to
‘Royal Mail’
• An art gallery formerly known as ‘Soo Bin’
changed its name to ‘S Bin Art Plus’
• ‘ Mozat ’ not an appropriate name for the Middle
East market
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Brand Naming Approach
Step 1 – Name
Generation
• Develop naming brief
& plan, considering
target market, desired
brand attributes, etc
• Name-storming to
generate up to 50-
100 names
Step 2 – Name Shortlist
& Online Trademark
Search
• Evaluate and shortlist
10-12 names based
on naming brief
• Conduct online
trademark search on
the shortlisted
names
Step 3 – Name
Refinement &
Selection
• Generate /fine tune
names if required
• Further select 3-5
names for final
consideration
• Final evaluation,
name selection ®istration
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Important Considerations for Naming
• Overcoming subjectivity• There is no magical “right” name
• Determine decision makers and manage them proactively and cleverly
– Explain the naming approach/process
– Seek their approval on the naming brief
– Inform them of the naming progress
– Involve all key decision makers together in the naming presentation and name selection
– Be aware of potential objections to the name from all quarters and pre-empt their
objections if possible
• Be prepared to make sacrifices – Preferred name may not be available
– Preferred name may have negative connotations in target markets
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InSing Brand Naming Project Background and Objectives
• As part of the strategy to move beyond a telco provider and into the contentspace, SingTel wanted to launch a new web portal for all things Singapore
including dining, shopping, events, directory, news, community tools, etc.
• The name should be infused with personality and character
• A key prerequisite for the name is that it must be registrable as a .comdomain name and be registrable in Class 38 as a trademark
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• Singapore + / City + / Urban + / Metro+
• Community / Urban Living
• Singapore Related
• Local Slang
• Local Food
• Native Flora & Fauna
• Native Insects & Birds
• Cooking / Melting Pot
Name Categories Explored
• Explore / Search
• Fun / Energy
• Comprehensive
• Simple / Easy
• Friendly
• Innovative / New
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Shortlisted Names
Local Dialect/Slang Local/S’pore Related Int’l/Non-Local
• Chiong
• eZan
• Kami
• KanDu
• Shiok
• Wah
• Walah
• Wazai
• WhereGot
• YahLah
• Ziah
• Zaik
• CityCykick
• CityScout
• Geddit
• Fingertipz
• Izzi
• Klik
• LifeAndTheCity
• MagniFind
• MyCity
• MyHood
• TelMi
• WazzUp
• Wizzit
• Ximiti
• ZipZap
• 32D
• FindCity
• Gecko
• InSing
• Singria
• SyncGapore
• Tembusu
• X’Pore
• Zingapore
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FindCityIf it is there, we will find it.
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• Clever play on words
• Strong link to Singapore through “Fine City”
• Easy to pronounce and highly memorable
• Humorous
• Strong Search focus
• Less of a Happenings/Community orientation
• Findcity.com is a similar site but not a very serious offering
FindCity – Combination of ‘Fine City’ & Find
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FindCity – Brand Personality
Quirky, Funny, Dedicated, Experimental
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XPoreDiscover the excitement in
Singapore!
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• Clever play on words
• Strong link to Singapore
• Short, easy to pronounce and remember
• Sounds youthful, adventurous; can also convey the ‘X Factor’ in Singapore
• Strong Search focus
• Less of a Happenings/Community orientation
XPore – Combination of explore & Singapore
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InSingIn sync with the beat of the city
Vibrant • Happening • In the Know
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• Clever play on words
• Strong link to Singapore
• Short, easy to pronounce and remember
• Conveys strong connectivity to the City; in sync with what’s happening in
Singapore• Sounds vibrant, in-the-know, happening
• Highly flexible – fits all categories including Search, Happenings, Community
• No negative associations
• Insing.com is available
InSing – Combination of in sync & in Singapore
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InSing – Brand Personality
Vibrant, Happening, In The Know
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Focus Group Profile & Name Selection
Names Category Gp 1 Gp 2 Gp 3 Gp 4 Total
3-4 Picks
FindCity Search 1 1 1 1 4
XPore Search X 1 1 1 3
InSing Community 1 X 1 1 3
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Final Name Evaluation – By Functionality
FindCity XPore InSing
Search
Happenings
Community
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Shortlist of Names – Website Address & Trademark Availability
Trademark Class Coverage:
38 – Telecommunications
16 – Paper goods & printed matter
Name .com .sg Similar Site 38 16
FindCity May be for sale Available findcity.com o o
XPore May be for sale Available None o o
InSing Available Available None o o
Website availabilityTrademark Search
Singapore
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New Brand Identity – Rationale
• Desired brand personality & attributes
- Friendly, accessible and modern
• Specific elements of the logo:
- Friendly, accessible and modern
- The blue ‘i’ symbolizes a dynamic and vibrant figure who enjoys helping InSing.com
customers to make the most of what Singapore has to offer. It can morph into various
positions to represent ‘Search’, ‘Shopping’, ‘Dining’ etc.
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Icons
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Web Portal
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Name Card
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Stationery
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Stationery, Collaterals & Premiums
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Intro to BrandHub
Warm-up Exercise
Brand Naming
Branding for SMEs
Discussion & Q&A
ContentContent
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• Key branding objective for start-ups is to gain
awareness, trust and respect as quickly as possible
– Respect will open doors
– Respected start-ups have greater momentum and therefore
greater probability for success
• However, don’t forget to ‘Keep your Brand Promise’ and
deliver 110%
– Rely on success of your clients to help build your brand
Branding Objective for Start-ups
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• Create a differentiated product/customer experience
• Creative launch event/promotion to generate curiosity/word-of-mouth
• PR
– Think of interest stories/angles that your brand might have that would make it
newsworthy
– Conduct surveys/studies and release them to relevant news organizations
– Contribute articles to relevant business publications
– Have a strong point-of-view, be controversial if it gets you coverage
• eMarketing
– Establish mailing groups/contacts
– Send e-newsletters/updates regularly about your company/brand
Key Branding Tools for Start-Ups (Consumer & B2B)
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• Website – Build a content rich website - put as much insight/information about your company as you
can
– Update it frequently
• Events/Seminars
– Network and meet potential clients by speaking/attending relevant seminars/events
– Create your own events and invite your potential clients/partners to attend, make it
different/interesting
• Co-branding/Partnership
– Explore co-branding/partnership opportunities with bigger and more established firms
• Solicit established Clients that can help to build your brand
Key Branding Tools for Start-Ups (B2B)
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Communications Strategy
Brand Strategy
Customer Targets
Stakeholder Targets
Marketing Objectives
Marketing Objectives
IMC Channels
IMC
Channels
IMC
Channels
IMC
Channels
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ABOVE-THE-LINE
WEBSITE
P.R.
SPONSORSHIP/
ENDORSEMENT
DIRECT
MARKETING
PROMOTION
SOCIAL MEDIA
EVENTS/ROAD
SHOWS
Identify all Key CustomerTouchpoints
(B2C)
Marketing Strategy & Tools
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• Target Market
– Product Brand : Youths ages 15-30 from emerging markets across Asia, specifically
Indonesia
– Corporate Brand: Telecom operators from emerging markets around the world
• Tagline
– Your Mobile Playground
• Desired Attributes
– Playful, fun, open, sociable , friendly, accessible
• Preferred Color
– Orange
Brand Identity Design Brief – Mozat
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Brand Identity Options
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Brand Identity – Final
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Comparison – Major Internet/Social Networking Brands
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Comparison – Mobile Social Networking Brands
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Icon Comparison
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Name Card
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Powerpoint Template
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Website
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T-Shirt
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PPT PRESENTATION
WEBSITE
P.R.
SOCIAL MEDIA
THOUGHT
LEADERSHIP
SEMINARSNEWSLETTER
PARTNERSHIP
Marketing Strategy & Tools
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BrandHub Marketing Communications
l i
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• Differentiate, differentiate, differentiate
• Rapid expansion once you have found the right formula
– Ensure strong management team and processes
– Develop financial/local partnerships to aid in expansion
– Maintain control of the brand
• Ensure quality and consistency
• Continuous innovation
• Total commitment from the top
• Brand permeates the entire organization• Focus on creating a great customer experience, not hype
In conclusion…
Thank You!
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Content
Thank You!
www.brandhub.com
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Copyright
The copyright of this work is vested in BrandHub. This document is issued inconfidence for the purpose only for which it is supplied. It may be reproducedin whole or part solely for the purposes of evaluation and then only on thecondition that this notice is included in any such reproduction.
No information as to the contents or subject matter of this document or anypart thereof arising directly or indirectly there from may be implemented,utilized or be given orally or in writing or communicated in any mannerwhatsoever to any Third Party, being an individual firm or company or anyemployee thereof, without the prior consent in writing of BrandHub.
© BrandHub 2010.