Naming and Positioning

Presented by: Louis Morales December 17, 2013

• Putting Things in Perspective
Mission Statement - a brief description of a company's fundamental purpose. Answers the question, "Why do we exist?” Vision Statement - the aspirational goals of the company. Answer the question, “What do you want to be when you grow-up?” Brand - the experience, image or feeling consumers have when they come in contact with or hear about your company. Logo - an easily recognizable design element which can include a name, word or symbols, to help communicate and represent a brand. Positioning - the relative competitive comparison your product or service occupies as perceived by your target audience.

• Why Positioning is Important?
No product is stand alone – everything is relative

Communicate your competitive advantage or get lost in the crowd No Differentiation = Competing on Price = No Margin

• Positioning Ideas
Product Image Benefits Users Competition

The fastest car Affluent, vibrant 0 – 60, 3 seconds Super wealthy Maserati

• Differentiation Assessment
D I F F E R E N C I A T I O N High
Market Realignment Heavy Focus

Product Development

Low Low High


Make sure your positioning is -

• • • • • •

Clear and concise Unique Compelling Believable Memorable Sustainable

• Positioning Statement Example
Amazon (2001) For World Wide Web users who enjoy books, is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, provides a combination of extraordinary convenience, low prices, and comprehensive selection.

• Naming Considerations Dealster and Optyn
– Spent time thinking about company name, our brand, positioning and other company factors – Our start-ups rapidly evolve, so it is important to keep things simple and not over-think everything – There are lots of “rules” for picking the perfect company name. We focused on the ones that were important to us

• Why We Picked the Dealster and Optyn Names
Dealster Characteristic Compound word – descriptor plus emotive (e.g., PayPal, IronPort) Short and memorable Descriptive Adding suffix to word describing core business created a noun denoting expert Purchased - 10 plus years Very good Optyn Compound word descriptive Short and memorable Optyn describes the process and reflects permission based email marketing Reserved as soon as had the idea Neutral

Aged Domain SEO Characteristics

Check out this website for the dangers of not considering character sequence in a URL:

Louis Morales

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