Welcome to the quick course names, I'm glad you're here because it means you're serious about what it takes to start a real new business. And that you want to know more about how to begin creating a great new business. It also means you're in a hurry. So in this course, I'm going to quickly help you figure out how to create great names that create great brands. Let's get going. These are brands, they all have a name, they mean something, they stand for something.

The name itself choice didn't come easily. It produced However, a great brand. In this course, we'll go over what is a great name and how to create one differentiating what is a good one and a bad one and why, and then go over the steps for you to create your own great names. It's part of the process of converting an idea to a brand that involves multiple steps reiterated to get it right. It's part of the most powerful aspect of doing a new enterprise, creating your positioning to create a product that becomes branded. The ultimate objective of marketing and this powerful campaign is to own a word in the mind to slip in an on occupied slot in the brain of your ideal customer, not push a competitor out, but slide into an occupied space that will be identified with a word and that word associated with your company name forever.

I think you get the point. marketing's function is to create the mental glue so that people remember the essence of the brand. Those words are critical because they reinforce your competitive positioning. successful companies initially built their brands on a single conceptual idea. Federal Express focused on delivering overnight reliably when others could not. Uber, focusing on ride sharing, use the word Uber to imply that their service was superior to that of taxis.

Single conceptual ideas, total focus. How many times have you said I'm going to Google something instead of search for it? When your name becomes synonymous with the category, the action, people will say things like, we're going to Google. Rather than saying we're going to search, that's power. That's guerrilla dominance. That's where you want to be.

That's why picking the right name is so important. You need some Ways to Increase the names memorability. If people can't remember the name of associated with what you're trying to do, you've lost your value. As a result, take a look at these six elements for creating the mental glue that you're going to need. It should be suggestive of a new category. We'll jump into that in a moment.

Unique no one else can have it. alliterative da da da da Google. Facebook. I think you get it. speakable. Not a strange name that's awkward to pronounce.

Spell without errors, accurately recalling how to spell it. And a little bit provoking, shocking. boldness built into it. standing out is important. Begin with what is your category such as ride sharing or search. Then what is your positioning within that category compared with other competitors How do you differentiate yourself and slide into a unique slot in the mind of your ideal customer?

The opportunity is to be first to get it right. Too soon, you end up losing too late. There are too many competitors there. The timing is important. And the opportunity is to be dominant by becoming the first to get it right to dominate the new category. What name should we choose?

Well, you usually think about the company name, right? Well, don't sweat it because there's a high probability based on history that your first company name will be changed, that I've seen in all of my work, and others that are serial entrepreneurs and venture capitalists as well. It's almost a guaranteed rule. Here's a pretty good example. In 1999, shoe site.com was launched by two founders selling shoes online. Very, very Really very bold.

A few months later, they changed their name to Zappos, which is the Spanish word for shoes. Why did they do it? Well, they found out that their ideal customers were not very excited about telling their friends. I bought my shoes on shoe site.com pretty boring. But saying, Hey, I got these cool things on my feet from Zappos sounds a lot better. That mental glue was suggestive of a new category.

If you knew a bit of Spanish. Certainly you asked what's a Zappos? And maybe you got the answer. I guess you could Google it. It's unique. alliterative, Zappos speakable.

Zappos is pretty straightforward. smellable SAP posts not too hard for English speakers, and Spanish speakers. That covers quite a bit of globe, doesn't it? And it's a little shocking what in the world deserves a boss. But believe it or not, you have an opportunity. In fact, you need other names.

Company, product, technology and category. Let's take a look at each. The most important name is the product because that's what you're going to sell. And that's what's going to become branded. Important to get that one right, isn't it? The most overlooked name is technology.

Yes, even high tech companies startups forget to create a name for their proprietary technology. Very big waste. The most difficult name is the category because until someone invented motel, microprocessor, social networking, disappearing images, the category wasn't named. And it's always tricky to do and very difficult You're starting with nothing. And finally, the most easily pick is the company name. Because frankly, it doesn't really matter very much the company will take on its own meaning what is a Google afterward?

I mean, what is that Facebook actually? The creative names sequence, meaning how you come up with names, that is produced pretty good results is to start with the product. make some sense, that's what you're going to sell focused on your startup thinking that way. Work in to the category naming and that's going to be a challenge. How will you do it? Meaning Why do you put it together and make that product can afford an opportunity to create a proprietary technology name, and then finally, the company name.

Going through that four step process back and forth, back and forth, should be able to produce the names that you want. Here's the height. Example a product is the core i seven the category, the microprocessor technology, Sandy Bridge for 32 nanometer process technology, and the company Intel for names, high tech product. That's what it looks like. That's what gets burned into the mind of the ideal customer. Often the question is, should the product name be the company name?

That's a bit tricky to do and to answer. Well. Here's a very good example, in 1999 shoe site com launched selling shoes online, one of the early ones. A few months later, it changed its name to Zappos. It's the Spanish word for shoes. Why?

Because they found that their customers didn't feel very good. Excited about saying I bought my shoes that shoe site.com Whoa. But at Zappos, oh man, that's cool. The mental glue that they use was suggestive of a new category. If you understood a little Spanish or asked the question, What does Zappos stand for shoes? The name was unique, alliterative, Zappos speakable Zappos.

Pretty straightforward, and smellable and a little shocking. Wow, what's a Zappos? There are other opportunities and frankly a need to create other names. Also, let's take a look at them. The company name product name, technology name and category name are the four opportunities that you have. You important name is the product name.

That's what you're going to sell. Get it right. That's what's going to be branded. The most overlooked name is technology even for high tech companies. Rarely is the prime. The most overlooked name is technology, even for high tech companies.

Very rarely is the proprietary technology given a name, it's an orphan and becomes a commodity. Unfortunately, the most difficult name is the category. ride sharing motels. microprocessors didn't exist until someone came up with that name for that category. The easy name is the company because whether it's red hat, Google, Facebook, it doesn't really matter. The name will take on meaning over time.

The suggested sequence to go through and creating names Is to begin with a product because it's the most important. Then go through the struggle and naming the category. How did you build it is what the technology question is asking and begs the question, should we name it? And finally, what should the company name and then go back to one, complete that cycle until you're satisfied with all the names you wish to create. This is an example of a high tech company. The company is Intel, which builds a product called the core i seven.

It's a microprocessor that's its category and the technology is proprietary named Sandy Bridge for 32 nanometer process technology. That's the package. That's what it looks like. Those are the names. It becomes clear, it's branded question often asked product name be the company name Yes or no? Well, in some ways it depends.

If you are focusing on shoes that's powerful first startup people know exactly what Zappos stands for very important to branding. But if the company name is the same as the product service, in this case name, you're stuck with shoes at Zappos. You can't go into fishing equipment or workout gear in the future. You have to create a different name for it and the company now is the product name. Some companies have shown you can migrate it's very difficult to do and rare but Amazon began with books and then found people wanted CDs not easily available in those days and they needed to play them on something so entered electronics and followed the trail and now they do basically everything quite challenging, quite difficult. Notice the arrow below the Amazon logo.

Fixing the future also is an issue for a number of companies. It would be better to avoid the need for the fix. And you'll see why in a moment. Google's corporate name was changed to alphabet, as it realized it had many other businesses then search that it wanted to go into. Wei mo is one example. The company has become more than search as a result of these new subsidiaries.

Even though the bulk of its profit and revenue comes from the search business. They had to fix the future and change it. And that's difficult for wall street. They still refer to the company as Google, rather than alphabet. Ilan musk founded two companies Tesla Motors and Solar City for panels related utilities. Solar City ran into difficulty as the entire industry did and Wall Street said to keep it from going bankrupt.

He merged with Tesla Motors. Well, what do you do then? Well, being smart they changed the name from Tesla Motors incorporated to Tesla, which now owns both the motor car business as well as the solar panel slash utility business. An example of incomplete naming comes with waymo they got the category right autonomous car software and the company names rather clever way mo can provide a variety of things Dada Wei, Mo, suggestive of direction Mo, meaning more motor, perhaps, very clever. But the technology even though it's been licensed and sold, AI has no names yet missing opportunity. And the products themselves well, they haven't been named either so far.

Perhaps that will be coming in the future. Snapchat decided that market was too small. They had Think bigger, so they changed from Snapchat incorporated to snap Inc. Five years later, they move from only being an app for disappearing pictures to something else and they now call themselves a camera company. You can pause this video and read those words below and decide for yourself, is it likely to succeed or not? Sometimes legal issues will force a change had happened to Uber in 2010 when the city of San Francisco ordered them to stop using their business to do ride sharing competing with taxis. Why?

Because they call themselves Uber cab. Same day they changed their name from Uber cab to Uber. Well, it turns out that cab or taxi terms are illegal when you use them for town cars or sedans. Moreover, Over customers thinking taxi and cab look for cars that are colored with a taxi meter taxi top stickers on it and a license for a certain city. But if your car doesn't have any of those things, you can't be a taxi or a cab service. It would be either limo or shuttle service.

But who wants an Uber limo or Uber shuttle, we want an Uber. As a result, think about some of these things ahead of time. Give your company name as much freedom and flexibility as you can think of bear down on that product in particular. Some good examples of startups include this high tech one for Core i seven done by Intel with Sandy Bridge technology and the microprocessor category. Consumers however, tend to have only three names tied in the washing powder business sold by Procter and Gamble lists only ingredients not technology. The magic in the recipe is not revealed.

There's no proprietary name. People that are washing clothes rarely care about whether it's high tech or not. unicorns are showing a strong tendency to stick to two names. Pinterest is both company and product names. There in the photo sharing service business. The idea of pinning something on a screen has merit and value for focus.

Will it survive in the future? We'll have to wait and see. What makes a good name? Well, it should sum up the essence of the brand and things that people can remember. It's your job to find that mental glue in the name that's sticks in the mind of the ideal customer to reinforce your competitive positioning. It should be suggestive of A new category unique, alliterative, speakable, spendable and shocking, a little bold.

To increase the memorability, you can certainly do alliteration but there's also repetition, double entendre and combinations. Think about logos later logos follow the naming process. Those are a lot easier once the name is chosen. Name alliteration includes such things as Duck Dynasty, BlackBerry, apple, m&ms, melts in your mouth, not in your hand. alliteration. Powerful memory is also triggered by double entendre where two meanings are contained in a single word, staples, Men's wearhouse both clever both double entendres, both with good memorability combinations of roto rooter holiday in show how you can mix and match others together.

The mental glue includes these six items, check with each name you create. How does it meet with that criteria? suggestive is important because companies start becoming successful by building a brand with a single conceptual idea. overnight delivery implies fast. So including express in your name, go anywhere federal signals the right thing in the mind of the ideal customer. with Uber was ride sharing and to get the sense of superiority over taxis.

They use the word in German Uber words and sounds together are very effective. Consider both of them as you craft the names that you come up with. Listen to them in your mind as you think them. That's what your ideal customers will do. These are great brands, some of the most established powerful and easily understood in much part due to the names chosen. So are these.

They're all powerful, all clever, and reinforce the competitive positioning of the companies and their products. So, is Your Name one of these six? Is it a name that suggestive? unique is it alliterative, speakable, spendable and shocking keep testing each name. With those criteria to get it right. By using those six criteria, you will end up being able to create in the mind of the customer, the essence of what you want that person to remember.

That's the mental glue you need to find. It will reinforce your competitive positioning and help you build your unfair advantage. Can you remember it is the primary test so keep in mind that the customer that buys things thinks category first. That's why it's so important to think about the category name before you brand it. You go to the store to buy a turkey you don't say I'm going to buy a butterball, you buy a turkey, I need help at home domestic services, who should I get Molly made? That's the sequence.

Get the category name right. And then connect your name with that category. Name when That is an equal sign as search means Google, you have won, you are the gorilla of the new space. Remember, brands are built by word of mouth to make your name word of mouth friendly. It would be great if they go viral with your thinking about your brand and your name associated with it. Remember, startups that win never advertise, they produce something so exciting, people are very eager to cast it all over the world, all over the social networking that's available.

This is part of the process of moving that idea into a positioning competitively. So when it's branded, the slogan, the visual hammer, and the names that are there, all create the power that your competitors complain is unfair. That's where you want to be. That's where I'd like to see you. There are other courses that deal with those specific cific items there at start one now calm. Well, that's it about names.

I'm sure you're eager to get started so I'll get out of the way. I'm heading over to start one now calm and I hope to see you there. Goodbye for now.