lafi 2015 naming fabian
TRANSCRIPT
![Page 1: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/1.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 1/65
Presented by
FABIAN GEYRHALTER
@FinienInsights
October 12, 2015
B RAND
H O W T O L A U N C H A
![Page 2: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/2.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 2/65
YOURSTARTUP
![Page 3: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/3.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 3/65
YOUR
BRAND
![Page 4: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/4.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 4/65
[1]
A NEW BRANDUNDERSTANDS THATBRAND IS A GOOD THING
![Page 5: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/5.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 5/65
BRAND
![Page 6: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/6.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 6/65
BRAND
IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITH
SOUL ATTRACTIVE SMART
![Page 7: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/7.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 7/65
BRAND
SOUL ATTRACTIVE SMARTTHE BRANDPLATFORM( ) THE BRAND
ATMOSPHERE( ) THE BRAND’SUSABILITY( )
IS A SERVICE, PRODUCT, COMPANY, OR PERSON WITH
![Page 8: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/8.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 8/65
![Page 9: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/9.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 9/65
![Page 10: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/10.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 10/65
![Page 11: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/11.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 11/65
WHY?
![Page 12: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/12.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 12/65
THE
POSITIONINGSTATEMENT+ =
![Page 13: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/13.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 13/65
THE POSITIONING STATEMENT
!"# %%%%%%%%%%%%%%%%%%%%%%%%%% & #'( )(#*'+, -. ,/0
%%%%%%%%%%%%%%%%%%% ,/1, )(#2-*0. %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%% 30+1'.0 %%%%%%%%%%%%%%%%%%%%%%%%%%%%45
!"#$%! "'()%*+%
+"!%$,#- .'*+!),*"/0 1-23,/)+ ,#
experiential benefts 1'44,#!5#%"1,*1 !, 3%/)%6%
![Page 14: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/14.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 14/65
health and eco-conscious consumers
grocery store the highest quality natural and organic
products that support vitality and well-being
!"# %%%%%%%%%%%%%%%%%%%%%%%%%% & #'( )(#*'+, -. ,/0
%%%%%%%%%%%%%%%%%%% ,/1, )(#2-*0. %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%% 30+1'.0 %%%%%%%%%%%%%%%%%%%%%%%%%%%%45
!"#$%! "'()%*+%
+"!%$,#- .'*+!),*"/0 1-23,/)+ ,#
experiential benefts 1'44,#!5#%"1,*1 !, 3%/)%6%
![Page 15: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/15.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 15/65
health and eco-conscious consumers
grocery store the highest quality natural and organic
products that support vitality and well-being
!"# %%%%%%%%%%%%%%%%%%%%%%%%%% & #'( )(#*'+, -. ,/0
%%%%%%%%%%%%%%%%%%% ,/1, )(#2-*0. %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%% 30+1'.0 %%%%%%%%%%%%%%%%%%%%%%%%%%%%45
!"#$%! "'()%*+%
+"!%$,#- .'*+!),*"/0 1-23,/)+ ,#
experiential benefts 1'44,#!5#%"1,*1 !, 3%/)%6%
we believe in Whole Foods, Whole People,and a Whole Planet
![Page 16: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/16.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 16/65
a ! uent women ages 20-55
active wear line high-end fashion integrated with
!"# %%%%%%%%%%%%%%%%%%%%%%%%%% & #'( )(#*'+, -. ,/0
%%%%%%%%%%%%%%%%%%% ,/1, )(#2-*0. %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%% 30+1'.0 %%%%%%%%%%%%%%%%%%%%%%%%%%%%45
!"#$%! "'()%*+%
+"!%$,#- .'*+!),*"/0 1-23,/)+ ,#
experiential benefts 1'44,#!5#%"1,*1 !, 3%/)%6%
every woman should feel empowered and
beautiful no matter where life takes her performance materials
![Page 17: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/17.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 17/65
Youthful
Strong
Edgy
QuirkyBold
Calm Warm
Sweet
Clever Dependable
Caring
Tough
Whimsical
Innovative
Helpful
Luxurious
Feisty Empowered
FeminineSexy
Witty
Light-Hearted
Friendly
Strict
Cosmopolitan
Badass
Conservative
![Page 18: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/18.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 18/65
Caring
![Page 19: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/19.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 19/65
![Page 20: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/20.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 20/65
![Page 21: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/21.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 21/65
Is there a compelling story behind the brand?
Patagonia grew out of a small company that made
tools for climbers. Alpinism remains at the heart of aworldwide business that still makes clothes forclimbing—as well as for skiing, snowboarding, surfing,fly fishing, paddling and trail running. These are all
silent sports. None requires a motor. In each sport,reward comes in the form of hard-won grace andmoments of connection between us and nature.
![Page 22: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/22.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 22/65
Is there a compelling story behind the brand?
Patagonia grew out of a small company that made
tools for climbers. Alpinism remains at the heart of aworldwide business that still makes clothes forclimbing—as well as for skiing, snowboarding, surfing,fly fishing, paddling and trail running. These are all
silent sports. None requires a motor. In each sport,reward comes in the form of hard-won grace andmoments of connection between us and nature.
![Page 23: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/23.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 23/65
Your Brand
![Page 24: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/24.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 24/65
2015 - 2055
![Page 25: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/25.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 25/65
[3]
A NEW BRANDIS LOOKING FOR LOVE
![Page 26: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/26.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 26/65
[3]
A NEW BRANDIS ON MATCH NOT TINDER
![Page 27: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/27.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 27/65
![Page 28: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/28.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 28/65
UNDERSTAND.
CONNECT.
FOCUS.
![Page 29: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/29.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 29/65
Age: !!
Location: #$% &'()*)%
Education: +& +,%-')%%
Career: ./ &%%$0-12)
Income: 345
Hobbies: 6$(17 /,''-'(7
81%9-$'7 :,%-07 ;'%21(<1=
Tech Use: >=1<2 ?9$')7 @1A*)2
Meet Adrienne
![Page 30: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/30.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 30/65
How She Wants to Feel:
comfortable, condent
and
!"#$
in her clothes,
regardless of whether
she is at yoga, running
errands, or chatting over
coffee with friends
![Page 31: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/31.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 31/65
friendship
individuality
adventure
What She Aspires To:
run a !"#"$%&'
$#"()* to exotic places
work as a PR agent for
high profile artists and
bands in the !+,-.
-'0+,$#1
![Page 32: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/32.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 32/65
![Page 33: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/33.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 33/65
![Page 34: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/34.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 34/65
![Page 35: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/35.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 35/65
![Page 36: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/36.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 36/65
BRAND STRATEGY TAKEAWAYS
If you question the significance of your idea, startover
Every brand has a sweet spot, try to find yoursearly on to manifest it, share the brand manifestowith your team, it shall be your guide
+
+
Without authenticity there is no emotion Without emotion there is no connection Without connection there is no brand
+
Don’t give up until you found your perfect why.+
![Page 37: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/37.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 37/65
[4]A NEW BRAND
HASA BRAND NAME
![Page 38: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/38.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 38/65
Like naming a child, you
don’t want to have to redo
it later.— Adam Mefford, Currency/Human Capital
![Page 39: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/39.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 39/65
![Page 40: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/40.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 40/65
![Page 41: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/41.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 41/65
![Page 42: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/42.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 42/65
TM
![Page 43: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/43.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 43/65
TM
![Page 44: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/44.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 44/65
TM
![Page 45: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/45.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 45/65
![Page 46: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/46.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 46/65
![Page 47: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/47.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 47/65
Creative Spelling
![Page 48: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/48.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 48/65
= Uncreative Spelling
![Page 49: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/49.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 49/65
+
-
Quickly conveys your purpose to your audience
Difficult to find an available .com domain, runs the risk of othercompanies within your vertical having similar names. Your company’sofferings will change.
Descriptive
![Page 50: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/50.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 50/65
![Page 51: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/51.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 51/65
.co
![Page 52: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/52.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 52/65
.com
![Page 53: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/53.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 53/65
Ideas, processes, offerings, designs and teamswill all likely adapt over time, your name will staywith you forever. Don’t paint yourself into acorner.
Ensure that you own the rights to your chosenbrand name: purchase the domain and trademarkthe name.
Your name needs to already tell a story or be easilyused to create a new story
+
+
+
NAMING TAKEAWAYS
Social? Have an actionable name+
![Page 54: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/54.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 54/65
[5]A NEW BRAND
LOOKSLIKE A BRAND
![Page 55: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/55.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 55/65
[5]A NEW BRAND ICON
SHOULD BEICONIC
![Page 56: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/56.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 56/65
COMPONENT 1: Timeless
![Page 57: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/57.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 57/65
ANNO 2014
![Page 58: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/58.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 58/65
ANNO 2015
![Page 59: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/59.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 59/65
![Page 60: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/60.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 60/65
COMPONENT 2: Unique/Distinct
![Page 61: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/61.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 61/65
COMPONENT 3: Tells a Story
![Page 62: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/62.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 62/65
COMPONENT 4: Simple
BEFORE
AFTER
![Page 63: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/63.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 63/65
The ability to be disruptive
and quietly meticulous
might just be the di " erencebetween a bubble-fueled fad
and a business built to last.— Fast Company discussing Warby Parker, March 2015
![Page 64: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/64.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 64/65
![Page 65: LAFI 2015 Naming Fabian](https://reader034.vdocuments.mx/reader034/viewer/2022051509/577cb0ea1a28aba7118b5c6a/html5/thumbnails/65.jpg)
8/20/2019 LAFI 2015 Naming Fabian
http://slidepdf.com/reader/full/lafi-2015-naming-fabian 65/65