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    Citronade - FI London - Naming Presentation

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    Founderinstitute
    This document discusses different types of names for companies and products, including descriptive, inventive, experiential, evocative, and provocative names. It argues that provocative names can be effective at differentiating brands as long as the name maps to the brand's positioning. Examples of viral company names that were provocative include Slack, Discord, Virgin, Lululemon, Target, Yahoo, Caterpillar, Hotwire, Bluetooth, Gossip, and Oracle. The document also contrasts visual names, which are easily remembered and stimulate multiple senses, versus conceptual names, which tend to be dry and boring.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Citronade - FI London - Naming Presentation

    Uploaded by

    Founderinstitute
    386 views16 pages
    This document discusses different types of names for companies and products, including descriptive, inventive, experiential, evocative, and provocative names. It argues that provocative names can be effective at differentiating brands as long as the name maps to the brand's positioning. Examples of viral company names that were provocative include Slack, Discord, Virgin, Lululemon, Target, Yahoo, Caterpillar, Hotwire, Bluetooth, Gossip, and Oracle. The document also contrasts visual names, which are easily remembered and stimulate multiple senses, versus conceptual names, which tend to be dry and boring.

    Original Description:

    London Fall 2021 - Citronade (Mara Rada) - FI London - Naming Presentation

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    This document discusses different types of names for companies and products, including descriptive, inventive, experiential, evocative, and provocative names. It argues that provocative names can be effective at differentiating brands as long as the name maps to the brand's positioning. Examples of viral company names that were provocative include Slack, Discord, Virgin, Lululemon, Target, Yahoo, Caterpillar, Hotwire, Bluetooth, Gossip, and Oracle. The document also contrasts visual names, which are easily remembered and stimulate multiple senses, versus conceptual names, which tend to be dry and boring.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    386 views16 pages

    Citronade - FI London - Naming Presentation

    Uploaded by

    Founderinstitute
    This document discusses different types of names for companies and products, including descriptive, inventive, experiential, evocative, and provocative names. It argues that provocative names can be effective at differentiating brands as long as the name maps to the brand's positioning. Examples of viral company names that were provocative include Slack, Discord, Virgin, Lululemon, Target, Yahoo, Caterpillar, Hotwire, Bluetooth, Gossip, and Oracle. The document also contrasts visual names, which are easily remembered and stimulate multiple senses, versus conceptual names, which tend to be dry and boring.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 16

    Citronade

    TM

    Epic grit. Epic names.


    “The beginning of wisdom is to call things by their propper name.“

    — CONFUCIUS
    Item 1
    100%

    WHY
    SHOULD YOU
    CARE Inspire customers.

    Become category leader.

    Become brand of choice.


    Lower CAC.
    Create strong brand equity.
    Higher LTV.
    BENEFITS OF GOOD NAMING Less churn.
    Stop competing on price.
    Item 1
    100%

    WHY Award-Winning Agencies


    20+ years
    High-profile advertising, marketing, innovation.
    Startup experience.

    LISTEN
    Ogilvy, Grey, OMD, Mercury 360

    Iconic Brands
    Dove, Gilette, Pantene, Nivea, Head &
    Shoulders, Old Spice, Milka, Heineken,

    TO ME? Carlsberg, Tuborg, Philadelphia, Tide, Ariel, etc.

    Clients
    We have experience working in the strategy of
    startups, Fortune 50, Fortune 500, and large
    global corporations:

    Agora, Google, Microsoft, Philips, Bosch, Startup Experience


    Nokia, Telekom, UniCredit Bank, HVB, CFA
    Mentoring startups globally with Techstars,
    Institute, OMV, Accenture, Unilever, Beiersdorf,
    Founder Institute, Faster Capital (the US,
    Pfizer, GSK, La Roche Pharma, Kraft, etc.
    Canada, Europe, Brazil, Dubai).
    ARE NAMES IMPORTANT?
    Logo Maker
    Logo Maker.
    Logo Maker”
    Logo Maker!.
    Logo Maker & Designer
    Logo Maker Shop
    Logo Maker | Design Monogram
    Logo Maker | Vintage Design
    Logo Maker - Logo Design Shop
    Logo Maker - Logo Design Maker
    Logo Maker - Design Creator
    Logo Maker + Logo Creator
    Logo Maker - Logo Creator
    Logo Maker Shop - Free Logo
    Logo Maker Design Editor
    Logo Maker: Watermark Designer
    Logo Maker Watermark Designer
    Logo Maker - logo design creator
    Logo Design - Maker & Creator
    Easy Logo Maker - Design Logo
    Logo Maker - Logo Designer
    Logo Maker - Create & Design
    Logo Maker, Logo Creator
    Logo Maker: Create Designs
    Canva
    Logo Maker | Logoster
    Logo Maker - Logo Creator.
    Logo Maker - Professional Logo Creator
    51K ratings on the AppStore
    Logo Creator (most rated and downloaded
    Logo Creator : Best Logo Maker
    in the category)
    Minimal Logo Maker
    Esport Game Logo Design
    Pro Logo Creator 489K ratings on Google Play
    Watercolour Logo Maker
    Logo Lab (most rated and downloaded
    Gaming Logo Maker in the category)
    LogoScopic
    Legend: Gaming Logo Maker
    WHICH FEATURE INSPIRES
    YOU?
    Identical feature:
    Camera follows users
    to keep them in the
    centre of the image.

    Apple name NVIDIA name

    Centerstage Auto-frame
    BENEFITS OF A GOOD NAME

    Create desire Save money Become iconic


    ATTRACT CUSTOMERS & LOWER CLIENT ACQUISITION STAND OUT FROM THE
    INVESTORS COSTS COMPETITION AND LAST

    Memorable names connect Inspiring names reduce the need Get custom-built company or
    emotionally, create curiosity, to run multiple ads to get brand product names that are based
    inspire consumers, stimulate recognition. Running ads is not on your own brand positioning
    imagination, attract investors, only costly but irritates clients and help your name and domain
    and create brand desire. and drives them away. stand out from the competition.
    WHAT A NAME SHOULD DO

    Inspire Connect Distinguish


    SUPPORT INSPIRING GENERATE EMOTIONS AND HAVE A STRONG AND UNIQUE
    POSITIONING ATTRIBUTES STIMULATE CURIOSITY PERSONALITY

    A good name must be able to Inspiring names create an A good name creates the
    support and metaphorically emotional connection with the perception of being unique,
    suggest your positioning target audience. acting as a moat and position
    attributes. your brand as a category leader.
    That attracts customers and
    investors alike.
    Item 1
    100%

    TYPES Descriptive

    Explain what it is and what it does.


    Inventive

    New.

    OF
    Very clear and explanatory. Usually have Latin/Greek roots.

    Unengaging, dry, boring. Need big corp marketing $$$.


    Do not show leadership. Show leadership.
    Impossible to trademark. Easy to trademark.

    NAMES
    Undistinguishable. Unique.
    Unable to create moats. May create moats.

    Experiential Evocative Provocative

    Based on audiences' experience. Metaphorically encapsulate Provocation or has a negative



    positioning. meaning.
    This type of name generally makes

    sense to the consumer as applied to a Unlike any other name in the category. The most overlooked, counterintuitive
    product or company. A powerful differentiator. type of naming.

    Can work on many different levels and

    Differentiation is a problem. Because engage the audience in many different As long as the name maps to one of
    these names can be so obvious, they ways. the positioning points of the brand,
    can be overused. “Bigger” than the goods and services consumers process these supposedly
    for which it they are initially coined. negative messages positively.
    Item 1
    100%

    PROVOCATIVE NAMES

    Every viral name is a provocation:


    Slack
    Discord
    Virgin
    Lululemon
    Target
    Yahoo
    Caterpillar
    Hotwire
    Bluetooth
    Gossip
    Oracle
    Item 1
    100%

    VISUAL VS CONCEPTUAL
    VISUAL Easily remembered.

    Have colour, dimensions.

    Stimulate multiple senses.


    Invoke memories.
    Dry, boring.
    Create multiple emotional CONCEPTUAL
    associations Abstract = difficult to
    remember.

    Don’t stimulate senses.

    More difficult to invoke


    memories.

    Usually cannot create


    emotional associations.
    Item 1
    100%

    10 + 1 NAMING CRITERIA
    Distinctiveness

    Brevity

    Memorability
    Positioning fit
    Visual imagery
    Spelling
    Looks
    Pronounciation

    Sound

    Pivot potential
    Trademarkability
    Item 1
    100%

    CATEGORY CREATION
    ROZADA

    Drink and bloom.


    Rose lemonade
    Romania, EU
    Mara Rada - https://mararada.medium.com/

    https://linkedin.com/mararada

    https://citronadestand.com

    CONTACT.
    “The right name is an advertisement in itself. “

    — CLAUDE C. HOPKINS

    THANK YOU!

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