SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Transcript of SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Naming & Branding
Justin Wilcox
Blog: CustomerDevLabs.com
![Page 2: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/2.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
http://slidepdf.com/reader/full/svfi-april-16-2013-naming-branding-justin-wilcox-slides 2/25
Founders: Perpetual Virgins
Justin Wilcox
Blog: CustomerDevLabs.com
![Page 3: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/3.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Know‐it‐all Culture
Asked a
question
Not sure
answer
Make one up
Committed to it
Assumption makes an Ass of You
Startups are…
![Page 4: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/4.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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when you don’t have dataInstead…
• New situation
• Admit – “I don’t know”
Experiment
![Page 5: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/5.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Naming: Crowdfunding Aggregator
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7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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What’s the
best
name?
…let’s experiment
![Page 7: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/7.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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A list of names
Step #1:
SquadHelp.com
![Page 8: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/8.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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99 Designs for namesSquadHelp is…
What’s 99 Designs?
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7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Top 3 Names
• altFunder
• ThingsWeStart
• ChangeFunding
![Page 10: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/10.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Pick the best one?List
of
names…
MemorabilityImage
associations
Emotional associations
Competitor associations
Hearability/Spellability
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7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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How do we tests these?
Survey?
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7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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I hate
surveys
you should
too
![Page 13: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/13.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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“Do
you
like
this
name?”
Survey = laboratory
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7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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How would
you
test…
Memorability Image
associations
Emotional associations Competitor
associations
Hearability/Spellability
![Page 15: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/15.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Hearability/Spellability Results
![Page 16: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/16.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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How would
you
test…
Memorability Image
associations
Emotional associations Competitor
associations
Hearability/Spellability
![Page 17: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/17.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Memorability Results
![Page 18: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/18.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Final results?
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7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Step‐by
‐step
Instructions:
CustomerDevLabs.com
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7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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App Pricing
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7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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How much
should
I charge?
…let’s experiment
![Page 22: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/22.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Answer: $4.99
![Page 23: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/23.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Conclusion:
It’s okay
to
“I
don’t
know”
![Page 24: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/24.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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In a new
situation?
…let’s experiment
![Page 25: SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides](https://reader036.fdocuments.us/reader036/viewer/2022081521/577cde6e1a28ab9e78af2147/html5/thumbnails/25.jpg)
7/28/2019 SVFI April 16, 2013 Naming & Branding Justin Wilcox Slides
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Founders: Perpetual Virgins
Justin Wilcox
Blog: CustomerDevLabs.com