1 / 12

Wot’s in a name

Wot’s in a name. By Peter Baskerville. Top brands - Description. 94% of top 100 brands don’t describe the products they sell. Top brands Analysis. One Word. Like so many things in entrepreneurship … it’s counter-intuitive.

llong
Télécharger la présentation

Wot’s in a name

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Wot’s in a name By Peter Baskerville

  2. Top brands - Description 94% of top 100 brands don’t describe the products they sell

  3. Top brands Analysis One Word

  4. Like so many things in entrepreneurship … it’s counter-intuitive. • Don’t love a name and then try and own it … own it and then grow to love it.

  5. Name ownership Online Social Media Platforms Domain Name - *.com Google Search Domain Name - *.com.au Gmail Domain Name - *.new gTDL Trademark ASIC Business Name

  6. Own it from the start • VALUE - It will eventually become your most valuable asset - COKE • COSTS - Avoids having to pay a fortune to buy the missing piece later – SMSFUN • MARKETING – more bang for bucks – no leaching • LITIGATION - Don’t pick a fight with an international brand with deep pockets – MacDonald’s Cakes

  7. Unique … but understood • Make up a name (KODAK) • Difficult to create • Confusion over pronunciation • Good for geographic locations (Café) – Short name ending in ‘s’ (Ettos, Moors, Earls) • OR - Join two common words. • One related to the market • One upbeat and positive

  8. Describe in the byline

  9. Name creation • Facebook model • Made up name • 4-5 letter industry word + 4-5 generic word • Collins word puzzle • Compile a list • New domains a game changer • Naming tips • Take care with the middle ‘s’ …Skills hit, surprise words, multiple pronunciations. • Lower case “j,g,q,y,p” can cause problems with logos – 30% size loss

  10. Game changer – new gTLD • ICANN • January 2014 • 22 to 700+ planned • Staged Release – pre-register • Shorter, more memorable, targeted. • Get multiple & redirect

  11. Name checklist process • Goal • 360◦ ownership • Not start a future fight • Process • Australian business name ownership check – ASIC • Domain (*.com or *.com.au + extension) check – Type into the address bar • Trademark check • Google check in search returns (competition, owned by big player)

  12. Registering a name • Business name • ASIC controlled – company • Online – register first • ABN – Years 1 or 3? - <$100 • Domain name • Online registration – Years 2-10? Extras? • crazydomains.com.au/ <$30 • Trademark • Name, $100 x class x 2, service & goods • Platforms • Facebook, Twitter, Wordpress, gmail, Google +, Linkedin group

More Related