cfi december 17 naming & positioning_weingarten
TRANSCRIPT
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Naming Your Business
Jason WeingartenCo-Founder & CEO
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What are we covering?
• Naming a business or a product
•Characteristics of a good name
• Tips on finding good domain names
• Logo development
• Q&A
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Is a name thatimportant?
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Andersen Consulting Phillip Morris
BackRub
Brad’s Drink
Ernst & Young
Relational Software
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Best Practices
• Easy for consumers to say and remember
•The shorter the better (letters &syllables)
• Showcase products major benefits
•Compatible with product line(s)
• Available domain name
• Use words of no meaning to avoid
negative connotation Partial Source: http://www.udel.edu/alex/chapt12.html
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What not to do
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eCampusRecruiter
• Clearly defined name
• 6 syllables
• 16 letters
•Built a product EASE
• Brand extension?
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RECSOLU
• Word of no meaning
• Combined RECruitment SOLUtions
• 7 letters
•3 syllables
• Broader range of products
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Different pronunciations
of RECSOLU
• REC - ZULU
• RES - CAH - LOO
• REX - AH - LOO (correct)
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Logos
• Easy to remember
• Multiple Variations (Vertical, Square,
Rectangle)
• Works on variety of color backgrounds
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Look familiar?
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and now...
Questions