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