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Naming & Positioning

Vikram Duggal
Founder Institute Kolkata

Why is NAMING important?

The average Indian is exposed to Crores of advertising daily


Over 1 million branded messages every year / over 3000
messages every day (print, TV, radio, OOH, web, mobile,
etc.)
Of them, they notice only 80 and react to only 10 (over 60%
are remembered negatively)
Your name is the first element of your brand a potential user
experiences. It's the tip of the spear, and it should be sharp!
It should induce positive feelings / associations and enable
customers to easily recall when required

Does your Brand / Name...

Have a story?

Evoke curiosity?

Sound poetic / roll easy off the tongue?

Have an attitude?

Engage with customers?

Inspire thought?

Work on different levels?

Names Dis/Connected with Business?

Apple

1-800-FLOWERS

Yipit

Blackberry

Mercedes

Ebay

Mango

Google

Sunfeast

Idee

Yobongo

Lifebuoy

Time

Harpic

Meow FM

Fotopedia

Scribd

Puma

Mashable

BMW

Dabur

Microsoft

Shell
3M
ITC

Amazon

Sahara
GoDaddy

Questions to Answer First

What does your product / service do?

What problem does it solve?

Who needs it?

Who's your competition?

Where are they in the alphabet?

Is their name Long / short? Literal / evocative /


invented?

Does it have stickiness?

Your brand strategy will help determine WHAT to


say; the name itself is HOW you'll say it

HOW to go about it?

Create a list of words related to your product / service


Make permutations & combinations of these (WerdMerge,
NameVine, Wordoid)
Use literal concepts / product category / product function /
mis-spell the word
Look for synonyms, esp. in foreign languages
Develop figurative concepts (use random word generator /
Thesaurus / scrabble play)

Try the experiential / emotional / memory / feelings route

Check which website domains are easily available / cheaper

Use visual search for inspiration (Pinterest / Instagram / Etsy)

Kinds of Names

Literal / Functional

Invented

Google / Shopsy

Experiential

CheapCaribbean / RentTheRunway

Pose / Explorer

Evocative

Twitter / Apple

Some Examples

Birchbox

Pinterest

Digg

Skillshare

onSwipe

Reddit

Milewise

Asana

Zynga

Betaworks

Huntsy

10gen

Sailthru

Oyo

Visual.ly

Fitbit

Spotify

About.me

Facebook

Uber

Angel.co

Geeklist

Yahoo!

Betali.st

Foursquare

Tumblr

Xobni

REMEMBER:

A good name won't save a crappy product


Check the legal, domain & trademark issues
upfront
Acronyms don't make sense for new companies /
brands
Sometimes, its good if you can show action via
'verb-ifying' your name
Keep It Small / Simple / Short

Positioning : Why / How are you


DIFFERENT?

Brand positioning / perception-mapping occurs whether or not a


company is proactive in developing a position
An intelligent & well-crafted positioning statement is a powerful
tool for bring focus & clarity to marketing strategies, advertising
campaigns promotional tactics
So identify & attempt to own a marketing niche for a brand,
product, or service using various pricing, promotions, distribution,
packaging
Create a unique impression in the customers mind so that he/she
associates something specific & desirable with your brand that is
distinct from others
Positioning statements (for internal use, to guide marketing
decisions) often get confused with company taglines / slogans
(external statement used in public communication)

Things to consider when forming the


statement

SWOT analysis / USP / Value Proposition / Key differentiator

Yours and the Competition

Perception mapping in customer mind-space

Brand personality / identity

Company Values

Use word-cloud by customers to describe the brand /


company and group together similar words

Top 3 get weighted against previous findings

Personalization aspect customer connect

Aspirational (greater than the products / services offered)

Developing the Positioning Statement

Target Customer: Attitudinal & demographic description


of the target group of customers your brand is
attempting to appeal to & attract
Market Definition: category your brand competing in &
context in which your brand is relevant to your
customers
Brand Promise: most compelling (emotional/rational)
benefit to your TG that your brand can own vis-a-vis
competition
Reason to Believe: most compelling evidence that your
brand delivers on its brand promise

For [target customers], [company name] is the

Some Examples

Amazon.com used the following positioning statement


in 2001 (when it almost exclusively sold books):

For World Wide Web users who enjoy books,


Amazon.com is a retail bookseller that provides
instant access to over 1.1 million books. Unlike
traditional book retailers, Amazon.com provides a
combination of extraordinary convenience, low
prices, and comprehensive selection.

Zipcar.com used the following positioning statement


when it established its business was founded in 2000:

To urban-dwelling, educated techno-savvy


consumers, when you use Zipcar car-sharing
service instead of owning a car, you save money
while reducing your carbon footprint.

Examples of Taglines

Mercedes-Benz: Engineered like no other car in the world

BMW: The ultimate driving machine

Southwest Airlines: The short-haul, no-frills, and low-priced


airline
Avis: We are only Number 2, but we try harder
Wharton Business School: The only business school that
trains managers who are global, cross-functional, good
leaders, and leveraged by technology
Miller Lite: The only beer with superior taste and low caloric
content

LOreal: Because youre worth it.

Walmart: Always low prices. Always.

Remember:

Each customer has their own idea of what you


(brand / product) are
So the act of positioning is a co-authored experience
with the customers (since its based on their
perceptions)
Hence, its important to examine the essence of what
you are & compare it with what your customers want

=> Research, review & recalibrate!

Every member of your organization that touches the


customer has to be the perfect expression of your
position
Turn everything you do into an expression of your