sdfi 2016 naming bezdek
TRANSCRIPT
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name & position
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— Juliet Capulet
What’s in a name?That which we call a roseBy any other name wouldsmell as sweet.
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a name?in’sWhat
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a name?What is
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50,000item
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CHUNKING
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SOMATIC
MARKERS
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this is the default
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emotions
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producthow theyfeel abou
your produ
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producthow theyfeel abou
your produ
≠
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product how theyfeel about
your product
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producthow thefeel abo
your prod
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product
how they feel about the product
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product
how they feel about the product
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This is the same thing These are differen
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≠
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how you feelabout a
thing
the experyou ha
with a th
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• Successful startu
• Award-winning s
•Expert on brand
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• Serial killer who victims by luringseminars on bra
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“reputa
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AFFECTIVEEXPECTATIOMODEL
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$vs
$$$
product
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how theyfeel about
the product
$vs
$$$
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how theyfeel aboutthe wine
price
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how theyfeel about
the wine
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how peoplefeel about
X
(your product, your company, etc.)
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What is a name?
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soundhow you
feel aboutthe person
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“Donald Trump”
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“Barack Obama”
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“Patagonian toothfish”
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“Chilean sea bass”
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“Peter Gene Hernandez
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“Bruno Mars”
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name h
product
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name
price
personality
appearanc
history
action
product
tone
h
product
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name
price
personality
appearanc
history
action
product
tone
hh
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brand
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n. How a person feelsabout a thing
brand
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producthow theyfeel abou
your produ
≠
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product brand≠
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product brand
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product brand
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This is a product These are bra
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$ $$
This is a product These are bra
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These are brands
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name
product
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name
price
personality
appearanc
history
action
p
tone
brand
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PRESENTER’
PARADOX
iPod touch Cover Free song
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+ 8%
+ 92 F R e e
!
+
iPod touch Cover Free song
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+
+ F R e
e !
+
$2=
$1=
iPod touch Cover Free song
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+
+
10 10
10 10 F R e
e !
+ 1
= 2
= 2
iPod touch Cover Free song
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+ = 1
+
10 10
10 10 = F R e
e !
+ 1
product
10
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name
price
personality
appearanc
history
action
tone
brand7
3 1
2
2
1
1
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brand(this is what people use to make their decisions
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how do you create a bran
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remember thatyou’re building an
emotional attachment
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do things thatcreate or strengthen
an emotional attachmen
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it doesn’t have to be big
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a
a
aaaaaa
aaaaaa
aaaaaa
aaaaaa
aaaaaa
aaaaaa
a
a
a
aaa
aaa
aaa
aaa
aaa
aaa
h
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how do you choose a nam
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you will want tobe descriptive
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W h i t e Ma l e
g i v i n g a p r e s e n ta t i o n
b i g
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WHAT
HOW
boringshallowforgettable
indefensible
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WHAT
HOW
WHO
WHERE
WHEN
humanexperientialdeepmemorableunique
WHY
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the best namespoint to something true
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don’t name your produc
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name your brand
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name h
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name & position
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position
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position is simple(to describe)
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This is positioning
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I live in a one-by-one box of bone
no other party can penetrate or know
— David Foster Wallace
What you’re really
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building is in here
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Now, about that thing Juliet s
? ??
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hp://bezbrand.com
@joebez
JOE BEZDEK propriet