Mike Fridgen: Branding, Startup Style
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Transcript of Mike Fridgen: Branding, Startup Style
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BRANDING: Startup StyleMike Fridgen, @mfridgen,
www.decide.com
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INSPIREBRANDINGACTIONS
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INSPIREBRANDINGACTIONS
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Apollo 11
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“One Google search query uses about as much computing as the entire Apollo program!”Amit Singhal, Google @theamitsinghal 8/12
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BIG DATABuzzword or Next BIG thing?
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“applying the tools of artificial intelligence, like machine learning, to vast new troves of data beyond that captured in standard databases”
- Oren Etzioni, UW Computer Science
Professor
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“In the next ten
years, digital
data alone is
expected to
grow 44
times.” HPIntelligentResearch
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Take the leap of faith, you should.
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BRANDINGWhere to start?
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First, positioning statement
What are we going to stand for and to whom
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For smart consumers, Farecast
helps you make informed decisions when purchasing
travel.
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Second, TaglineMemorable phrase that will sum up the tone and premise of a brand
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Second, TaglineMemorable phrase that will sum up the tone and premise of a brand
Know when to buy
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Third, Brand BenefitsFunctional and emotional benefits – comes through in what we do and what we say
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Functional: trusted advisors, travel pricing experts
Emotional: feel in the know, feel
confident in my purchase
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NAMINGWhere to start?
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First, Name TypeGeneric, Descriptive, Suggestive, Arbitrary, FancifulType Generic Descriptive Suggestive Arbitrary Fanciful
Trademark No Yes
Meaning
Investment Low High
High Low
Descriptive or Suggestive
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Second, SearchNot a scientific process… be creative and get feedbackShortlist of names:
priceyeti, price, pricely, buyQ, decide
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Third, NegotiatePeople can get emotional about their domain’s value
Decide.com for $175K
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Be your brand
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Lock down your positioning statementSelect a brand
that fits and provides you room to growPut your pencil down and
get on to the product, that’s what matters most
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Posting to Twitter? #gwstartupday