building brands, one story at a time | hb naming methodology |
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Building brands, one story at a time
| HB Naming Methodology |
Building brands, one story at a time
Creating the Flight Plan
• Define the time and resources of the project• Determine the names and positions of the client team• Establish the key decision makers
• Who will make the final decision?• How are they going to be involved in the process?
• Schedule the final meeting• Schedule HB team brainstorming sessions
Goal: To initiate the engagement
Building brands, one story at a time
The Schedule
Goal: To establish due dates and the calendar
Building brands, one story at a time
Modify depending on
the scope of the project
Assign each step a certain
due date
If there are no deliverables for
a length of time, consider how to build in client contact
If there are multiple key decision
makers, leave time for both parties to be able to respond
Building brands, one story at a time
The Takeoff
• Example • To see an example of a Kickoff agenda, look at the
document [Agenda – ECS 072209.doc]
Goal: To create an understanding between HB and the Client team on expectations, the calendar and goals of the project
Building brands, one story at a time
Goal: To maintain the Client’s needs at the forefront of the process
Create a Client Requirement List
• These requirements should be gathered and clarified at the Kickoff Meeting
• Should be both a document and a large piece of paper• List of Client needs, wants, emotions, etc.
• Should be distributed to all of the HB team• Should be referred to consistently through the process
Building brands, one story at a time
Up in the Clouds-Terms
Goal: To generate a list of words that
are associated with the client
Encourage team to keep
possible names to themselves
Industry terms
This brainstorm is not for
names, just terms
What the company does
Emotions they want to evoke
Building brands, one story at a time
Designate to one HB team member
Present this list at the next meeting Examples
Competitor names
Similar names in other markets
Goal: To know the names that are impossible to
use and must be avoided
Avoid the Turbulence
Research “No-Go” Names
Building brands, one story at a time
Up in the Clouds #2- Names
• The number of brainstorming sessions will be dictated by the breadth of the project
• Vary the brainstorming sessions• Smaller groups• Individual brainstorms• Lengths of time• Locations
Goal: To create a list of all desirable and appropriate names for the client
Building brands, one story at a time
Goal: To narrow potential name list
Refueling #1
• As a group, decide on top candidates• Refer to the client’s list of requirements
• Justify each name with considerations based on that list
Building brands, one story at a time
Goal: To establish the availability of prospective names
Establishing Landing Sites
• Preliminary check for conflicts • Other companies• Trademarks
• http://tess2.uspto.gov/bin/gate.exe?f=searchss&state=4009:1c5tbv.1.1
• URLs• www.networksolutions.com
Building brands, one story at a time
Continue to FlyBrainstorming Sessions
Building brands, one story at a time
Goal: To narrow potential name list
Refueling #2
• As a group, decide on top candidates from the new list• Refer to the client’s list of requirements
• Justify each name with considerations based on that list
• Revaluate Round 1 Names based on availability
Building brands, one story at a time
Execution
Goal: To narrow the list of names to those that are most appropriate for the client and aligned
with the client’s requirements
Work as a group to determine meanings,
associations and variations that ill be
presented
A name has different meanings to different people. It is best to
present all iterations of a name
Finalize Names
Building brands, one story at a time
Circle for Landing
Goal: Visually produce a presentation that highlights both the name finalists and the project’s process to the client
Building brands, one story at a time
Goal: To lead the client team in a discussion about the potential names
Launch the Final Presentation
• Two hour in-person meeting to discuss and refine, or produce additional contenders• Make sure key decision makers can be at the meeting
Post Sell
Purpose: Get them to
convince themselves
Go negative
Stress the need to
think of all aspects
What will objections
be?
Building brands, one story at a time
Goal: To reaffirm HB’s work and to maintain contact
Follow-up with Client
• Thank client for its business• Stress the benefits of the new name
• Again go negative
Building brands, one story at a time
Goal: To learn from the process and to enable the application of that knowledge to the next project
Reflection
• Gather the HB team and discuss the positives and negatives of the project• Vary the structure of the post-mortem from previous
discussions• Don’t always revert to “5 good things/5 bad things”
• Re-evaluate this methodology and make changes as necessary
Building brands, one story at a time
Notes
• Keep a running excel database of all mentioned terms and names• A laptop during brainstorming sessions would be useful• Assign one person to be the collector and organizer of this
database
• Big paper tablets are often useful and save time. Lists and ideas from previous sessions can be revisited easily and don’t need to be recopied to a whiteboard