Naming and Positioning - Building a Brand
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The document discusses the importance of effective naming and positioning in marketing, emphasizing that most consumers are overwhelmed by advertising yet only respond to a small fraction of it. It outlines key strategies such as establishing a clear name and positioning, which are critical for brand recognition and communication. Additionally, it introduces the concept of predatory marketing, which focuses on leveraging competitors' weaknesses for brand advantage.
Naming and Positioning - Building a Brand
- 2. Paris in the the Spring xx Bird in the the Hand xxx FAMILIARITY EXERCISE
- 3. MOST MARKETERS MISS THE THE POINT!
- 5. WHAT ARE SOME BRANDS IN YOUR WORLD?
- 6. WHAT ARE SOME BRANDS IN YOUR WORLD?
- 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
- 9. We’re hardwired to notice only what’s different
- 11. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY
- 12. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY
- 15. NAME + LINE = COMMUNICATIONS
- 16. Credible & clear Cut-through & edgy Clear Name + Clear Positioning = Unremarkable Cut-through Name + Cut-through Positioning = Nonsense Clear Name Cut-through Positioning Cut-through Name Clear Positioning
- 20. vs
- 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!
- 26. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY
- 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
- 28. 1. GETYOUR NAME RIGHT 2. GETYOUR MONEYBACK 3. GET PREDATORY
- 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
- 32. ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT PREDATORY MARKETING
- 33. HOW DOES IT WORK ONLINE TRADITIONAL BUILD METHODOLOGIESVS
- 35. SUMMARY GETYOUR NAME RIGHT GETYOUR MONEYBACK GET PREDATORY ASHTON BISHOP ON LINKEDIN “ASK FOR PREDATORY INSPIRATIONS”