Covering some basics of
- Get your name right
- Start asking, "who's got your money" and then figure out what you need to do to get it back
- Be predatory with your message
7. WHAT ARE SOME BRANDS IN YOUR WORLD?
!
The average person is exposed to:
$13.3 billion advertising spend in Aus*
Over 1,000,000 branded messages a year
3,000 branded message each day
Only notice 80
React to 10
57% are remembered negatively
*BrianWave Connection, UK, 2004
*Neilsen data 2012
25. ASH’S NO NONSENSE CHECKLIST
A good name won’t save a crap product
The only way to ONE great name is via 100 crap ones
Check the legals upfront (IP Australia) - cheap!
Random word generators, thesaurus, scrabble play
Acronyms are crap! Real world = Good!
Things you can ‘verb’ are good (for some things)
Diminutive is better than big!
27. DANGER ZONE
Needs to be fixed
IMMEDIATELY
IGNORE
You have other
priorities
EDUCATION ZONE
Communications
focus with engaged
customers
!
A slower burn to
increase importance
over time
Your communications
focus - right now
PREDATORY ZONE
LOW
CUSTOMER
IMPORTANCE
DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES
COMPETITIVE
POSITION
HIGH
MARKET LEADER
Communications
opportunity (market
growth)
BRAND SHARE
Let market leader
communicate these
points
THE PREDATORY BRIDGE
30. Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
31. Prevents looking for parity Focus on relative advantages
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING