A seminar from Tales of the Cocktail, New Orleans, 2016.

1. #SEDTalks
Bars & Brands
#SEDTalks
@TOTC2016

2. Rebekkah Dooley
#SEDTalks
@TOTC2016
T/IG: @rebekkahdooley

3. Thank you!

4. Audrey Fort
#SEDTalks
@TOTC2016
T: @audreycfort IG: @audreyfort

5. SEDTALKS
BARS, BRANDS & COMPANIES
NAMING 101
Audrey Fort, Co-Owner, THE ROOSTER FACTORY

6. WHAT’S IN THE NAME?
• A name plays a major role in the company’s, brand’s or bar’s identity. It is one piece of the puzzle of building a
brand.
• Introduction
• Personality, culture
• Explanation
• Anchor
• Differentiation
• Value proposition
• Buzz
•“Your brand is what people say about you when you’re not in the room.” – Jeff Bezos, Founder of Amazon

7. THE NAMING PROCESS
1. Develop a strategy to choose a great brand name
• Goals
• Co-existence with product or service names
2. Brainstorm
• Generate plenty of potential names
• Use the ”types of names” grid

8. Abbreviation Microsoft, Amtrak
Acronym BP, IBM, KFC, UPS
Alliteration Dunkin’ Donuts, Planters Peanuts, Brooks Brothers
Appropriation Bloody Mary’s (for a restaurant), Blackberry, Caterpillar
Classical Roots Pentium, Quattro, Avis
Composition PageMaker, Comcast, Nutrasweet, Accuvue, Bisquick
Descriptive
Southwest Airlines, Bed, Bath & Beyond, Airbus, Volkswagen, Toys R
Us, General Motors
Evocative (describes an
experience or image)
Sprint, London Fog, KitchenAid, Frigidaire, In-n-Out Burgers
Fabricated Google, Exxon, Kodak, Xerox, Häagen Dazs, Verizon
Foreign Words Diageo, Volare, Montero, Samurai
Founders or inventor’s name Hewlett Packard, Hilton, Disney, Ford, Dell
Geography Budweiser, Winnebago, Silicon Valley Bank
History Rocky Mountain Chocolate Factory, ebay, Cisco
Humor Lettuce Entertain You Restaurants, Cracker Jack, Yahoo!, Bullfrog
Ideophonemes 7-UP, 7-Eleven, V-8, WD-40, Cambio 16
Merged Packard-Bell, Rolls-Royce, ExxonMobil
Mimetics (alternative spelling) Krispy Kreme, Krazy Glue, Kwik Kopy, Kleenex
Mythological Oracle, Midas Mufflers, Mercury, Nike
Onomatopoeia ZapMail, Sizzler Steakhouse, Kookooroo, Kisses
Out of context Apple
Oxymoron True Lies, Steel Magnolias, Intimate Strangers
TYPES OF NAMES

9. NAME GENERATORS?
• Combine key words with other words and generate a list of available domain names:
• http://www.shopify.com/tools/business-name-generator
• http://www.leandomainsearch.com
• https://gospaces.com/tools/business-name-generator
• http://wordoid.com/: "intelligent naming tool" that supplies you with a random list of made-up
words that "look nice and feel great”.
•▶ barnulf, rhubara, barned, combark, barlock,
•helbars, barbars, lebarst, barscales

10. THE NAMING PROCESS
3. Evaluate your list against your objectives criteria

11. AVAILABILITY-PROTECTABILITY
 Trademarked?
 Available to register as a domain?
 Too similar?
 Protect it in all relevant geographies?

12. DISTINCTIVENESS
 Stands out?
 Separates well from ordinary text and speech?
 Easy to find?
• The most common bar names in America, according to Foursquare (2014)
• The Pour House: 40 bars
• The Bar: 37
• The Office: 26
• On the Rocks: 25
• Tiki Bar: 24
• Shooters: 23
• Moose Lodge: 18
• R Bar: 18
• The Pub: 18
• The Spot: 17
• The Tavern: 17
• Corner Bar: 16

13. RELEVANCE
 Captures the brand’s essence? Reflects the brand values?
 Positions the product offering? Reinforces the value proposition?
 Conveys a culture or a position, and differentiates the product?

14. EASY SPELLING
 Easy to spell and say?
 Able to spell the name after hearing it spoken?
 Able to pronounce it after seeing it written?
 Sounds good on the phone?
 Appropriate in meaning in all major languages?
 Relevant for all cultural sensitivities?

15. MEMORABILITY
 Short enough to be easily recalled and used?
 Reduced to a nickname?
 Sticks after being seen just once?
 Facilitates communication via word of mouth?

16. SOUND & VISUAL SYMBOLISM
 Sounds right to your target customers?
 Sound powerful and established (for a business)?
 Translates easily into a logo?
• Baluba / Takete
• Bouba / Kiki

17. LATENT ASSOCIATION
 Appropriate to target audience?
 Negative and positive associations?
 Does sound symbolism or phono-semantics affect the evaluation of a
name's latent association?

18. EVOCATION
 Connect with the target market?
 Ignites the consumer’s passion?
 Spark a connection, resonates with the consumers?
 Creates enough curiosity that it encourages consumers to seek you out
further?

19. EXTENDIBILITY
 Has “legs”?
 Suggests a visual interpretation or lends itself to a number of creative
executions?
 Isn’t it too specific or narrow in focus?
 Communicates a brand image that’s bigger than the goods to potentially
expand the product offer?

20. THE NAMING PROCESS
4. Test your name
5. Protect it

21. Thank you!

22. Sarah Lohman
#SEDTalks
@TOTC2016
@FourPoundsFlour

23. DISTILLING
BROOKLYN
@FourPoundsFlour #DistillingBK
#TOTC2016

24. BROOKLYN 1766

25. 1851

26. 1951

27. 20162016

28. PIERREPONT'S
DISTILLERY

29. 1851

30. CUNNINGHAM &
HARRIS

31. SWILL MILKSWILL MILKSWILL MILK

33. SWILL MILK

35. TEMPERANCETEMPERANCE

36. 1862 EXCISE TAX1862 EXCISE TAX1862 EXCISE TAX

37. VINEGAR HILL

38. WHISKEY WARWHISKEY WARWHISKEY WAR

39. PROHIBITIONPROHIBITIONPROHIBITION

40. AFTERWARDS...1950s

41. LAW CHANGELAW CHANGE

43. KINGS COUNTYKINGS COUNTYKING’S COUNTY

44. KINGS COUNTYKINGS COUNTYKING’S COUNTY

45. BROOKLYN GINBROOKLYN GINBROOKLYN GIN

46. INDUSTRY CITYINDUSTRY CITYINDUSTRY CITY

47. INDUSTRY CITYINDUSTRY CITYINDUSTRY CITY

48. VAN BRUNTVAN BRUNTVAN BRUNT

49. LEGALIZE IT

50. @FourPoundsFlour #DistillingBK
#TOTC2016

51. @FourPoundsFlour #DistillingBK
#TOTC2016

52. Thank you!

53. Oron Lerner
#SEDTalks
@TOTC2016
T: @OronLerner

54. Oron Lerner
French 57 Bar, Tel Aviv
New Orleans cocktails
and cuisine
Email:
As well as and relevant only
to this talk:
MA Organizational
Psychology, from Haifa
University.

56. To be inserted

57. Thank you!

58. Naomi Levy
#SEDTalks
@TOTC2016
IG: @tendstotravel

70. Thank you!

71. Carin Luna-Ostaseski
#SEDTalks
@TOTC2016
T & IG: @siascotch

72. Thank you!
#SEDTalks
@TOTC2016