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“NamingandBranding”

TheFounderIns5tute

Bogota,May10,2011

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AboutCatalina

• Lawyer at Skadden, Arps in New York• Stanford Business School

• Raised $5.1M from Silicon Valley Venture Capitalists….off of a powerpoint• Can teach you everything you shouldn’t do

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“Branding”

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Let’splayagame

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Whatisabrand?

Name + Logo + Tagline

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Abrand…

“identifies the goods and services of a seller todifferentiate them from those of another.”—AMA

• Is your corporate image—your Aura• Makes you credible/ signals reliability• Creates user loyalty• Motivates the buyer 

• Connects the consumer emotionally

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Brandingiseverything!

Thatdepends…

Is it?

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Theprocessofbranding

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VisionaryPosi5oning

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Lotsoftrialanderror…

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4MonthsLater….

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Ifyouareearlystage…

•  Rightnow,brandingdoesn’tmaQer…

 –  Itcoststoomuch

 –  Ittakesuptoomuch5me –  Itdoesn’tmaQertoVC’s

 –  Itwillprobablychangeanyway

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Examples

$75M

$12M

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YourOnlyFocusNow

WhatmaQersnowis…

 –  GeXngyourproductoutquick

 –  Makingitfunc5onal

 –  GeXngusers

 –  Makingmoney

 –  Comingupwithaname….thatisn’tterrible

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“Naming”

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Whenchoosinganame…

Do’s:

‐makeiteasytoremember

‐keepitshort

‐makeiteasytospell‐Avoidsymbols/numbers

CommonQues-ons:

Doesithavetobea.com?

Canyouuseamisspelledname?

Doesithavetobedescrip5ve?

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Becareful:Don’tdothis!

•  PenIsland‐‐‐Penisland.com

•  TheTherapistFinder‐‐‐Therapisinder.com

•  Swissbit‐‐‐Swissbit.ch

•  KidsExchange‐‐‐Kidsexchange.com

•  Auc5onsHit‐‐‐Auc5onshit.com

•  MammothConstruc5on‐‐‐Mammotherec5on.com•  FirstCummingMethodistChurch—cummingfirst.com

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Howtobuyadomainname

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HowtoRegister

•  Goto:hQp://www.uspto.gov

•  Doyourresearch:isyourname“confusinglysimilar”to

someonesellingsimilargoods/services?

•  Conductatrademarksearch

•  FileforatrademarkonlineusingtheTrademarkElectronic

Applica5onSystemhQp://www.uspto.gov/trademarks/teas

•  Pay$32USD•  Show“intenttouse”

•  Don’tforgettorenewajeryears(thereajerevery10years)

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Whatifyou“infringe”?

•  Youcanbesued

•  Evenifyouneverdidatrademarksearchanddidn’t

knowyouwereinfringing

•  Thecourtdoesn’tcare:presumesyouknew

•  Youcanbeheldliablefor:

 –  Damages

 –  Paymentofregisteredowner’saQorneyfees

 –  Forcedtostopusingthemark