BRANDING: Startup StyleMike Fridgen, @mfridgen,

www.decide.com

INSPIREBRANDINGACTIONS

1 2 3

1 2 3

INSPIREBRANDINGACTIONS

Apollo 11

“One Google search query uses about as much computing as the entire Apollo program!”Amit Singhal, Google @theamitsinghal 8/12

BIG DATABuzzword or Next BIG thing?

“applying the tools of artificial intelligence, like machine learning, to vast new troves of data beyond that captured in standard databases”

- Oren Etzioni, UW Computer Science

Professor

“In the next ten

years, digital

data alone is

expected to

grow 44

times.” HPIntelligentResearch

Take the leap of faith, you should.

1 2 3

INSPIREBRANDINGACTIONS

BRANDINGWhere to start?

First, positioning statement

What are we going to stand for and to whom

For smart consumers, Farecast

helps you make informed decisions when purchasing

travel.

Second, TaglineMemorable phrase that will sum up the tone and premise of a brand

Second, TaglineMemorable phrase that will sum up the tone and premise of a brand

Know when to buy

Third, Brand BenefitsFunctional and emotional benefits – comes through in what we do and what we say

Functional: trusted advisors, travel pricing experts

Emotional: feel in the know, feel

confident in my purchase

NAMINGWhere to start?

First, Name TypeGeneric, Descriptive, Suggestive, Arbitrary, FancifulType Generic Descriptive Suggestive Arbitrary Fanciful

Trademark No Yes

Meaning

Investment Low High

High Low

Descriptive or Suggestive

Second, SearchNot a scientific process… be creative and get feedbackShortlist of names:

priceyeti, price, pricely, buyQ, decide

Third, NegotiatePeople can get emotional about their domain’s value

Decide.com for $175K

Be your brand

1 2 3

INSPIREBRANDINGACTIONS

Lock down your positioning statementSelect a brand

that fits and provides you room to growPut your pencil down and

get on to the product, that’s what matters most

Posting to Twitter? #gwstartupday