Founders Institute Naming Talk June 2 2009 Slideshare Version
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I presented these slides at TheFunded Founder's Institute at Stanford on June 2, 2009. It distills my thinking and suggested approach on building and analyzing a brand and name for your company or product. Have to attribute much of the concrete thoughts to Igor International. Hope it helps you kick a**!
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Founders Institute Naming Talk June 2 2009 Slideshare Version
- 1. Jay Jamison President, Moonshoot [email_address] Naming
- 9. Advice & Tips http://www.igorinternational.com/process/igor-naming-guide.pdf
- 10. 4 Types of Names Source: Igor International Name Types Example Pros Cons Functional Betonline.com Betus.com Sportsbook.com Know what it is Not distinct Invented Agilent Aquient Oreo Google Easy trademark Memorable (or not) Difficult to know what you’ve got Experiential Navigator Explorer Safari Make sense to consumer Becomes common Evocative Virgin (v. BA) Apple (v. IBM) Strong for positioning Non-linear
- 12. Step 1 : Look at Company Names Types Functional Invented Experiential Evocative K12.com Baby Einstein Leap Frog Cappela University Head Sprout Berlitz Kumon
- 16. Step 4: Score names Source: Igor International