naming and positioning - the founder institute
DESCRIPTION
Covering some basics of - Get your name right - Start asking, "who's got your money" and then figure out what you need to do to get it back - Be predatory with your messageTRANSCRIPT
‘FOUNDERS. NAMING AND POSITIONING’
Paris in the
the Spring xx
Bird in the
the Hand xxx
FAMILIARITY EXERCISE
MOST MARKETERS MISS THE
THE POINT!
TALKABILITY
SHAREABILITY
WHAT ARE SOME BRANDS IN YOUR WORLD?
WHAT ARE SOME BRANDS IN YOUR WORLD?
WHAT ARE SOME BRANDS IN YOUR WORLD?
!
The average person is exposed to:
$13.3 billion advertising spend in Aus*
Over 1,000,000 branded messages a year
3,000 branded message each day
Only notice 80
React to 10
57% are remembered negatively *BrianWave Connection, UK, 2004
*Neilsen data 2012
TRADITIONAL MARKETING
We’re hardwired to notice only what’s different
OUT THERE VS
UP HERE!
1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
2/3RDS OF SEARCHES ARE
PROMPTED OFFLINE
ASSUMING YOUR NAME’S NOT A CLANGER...
NAME + LINE = COMMUNICATIONS
Credible & clear
Cut-through & edgy
Clear Name +
Clear Positioning =
Unremarkable
Cut-through Name +
Cut-through Positioning =
Nonsense
Clear Name Cut-through Positioning
Cut-through Name Clear Positioning
BUSINESS OWNERAPATHY
VS
vs
ASH’S NO NONSENSE CHECKLIST A good name won’t save a crap product
The only way to ONE great name is via 100 crap ones
Check the legals upfront (IP Australia) - cheap!
Random word generators, thesaurus, scrabble play
Acronyms are crap! Real world = Good!
Things you can ‘verb’ are good (for some things)
Diminutive is better than big!
1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
DANGER ZONE
Needs to be fixed IMMEDIATELY
IGNORE
You have other priorities
EDUCATION ZONE
Communications focus with engaged
customers !
A slower burn to increase importance
over time
Your communications focus - right now
PREDATORY ZONE
LOW
CUSTOMER IMPORTANCE DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES COMPETITIVE
POSITION
HIGHMARKET LEADERCommunications opportunity (market growth)
BRAND SHARELet market leader communicate these points
THE PREDATORY BRIDGE
1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
LET’S GET PREDATORY
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
Prevents looking for parity Focus on relative advantages
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
ACHIEVES GREATEST IMPACT AND
MAKES RESPONSE DIFFICULT
PREDATORY MARKETING
HOW DOES IT WORK ONLINE
TRADITIONAL BUILD METHODOLOGIES VS
SUMMARY
GET YOUR NAME RIGHT GET YOUR MONEY BACK
GET PREDATORY
ASHTON BISHOP ON LINKEDIN “ASK FOR PREDATORY INSPIRATIONS”