May 17, 2015
Our Guest Speakers…
JOHN STUCKERJOHN STUCKER
DEVON THOMAS TREADWELL
Founding Principals,
POLLYWOG
JOHN EASTMAN
Creative Director,
EDGE ADVERTISING
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FAILFAILWhy most brand names suck.(And how yours can be great.)
Rasmussen CollegeJune 2, 2011June 2, 2011
introduction to pollywog
John StuckerPrincipal
Devon Thomas Treadwell
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Devon Thomas TreadwellPrincipal
We work with brands in their formative stages
introduction to pollywog
in their formative stages
Naming & Brand Creation
Brand StrategyPositioning
Nomenclature SystemsTaglines
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
PositioningBrand NamingCategory Naming
TaglinesBrand IdentityBrand Launch
how names can make a difference
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Gravitationally Totally Collapsed Object
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Black Hole
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Strong brand names make more money
how names can make a difference
make more money
Logitech“Scanner 2000” renamed “ScanMan”
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Sales doubled in 18 months with no additional advertising
Goldzilla
how names can make a difference
Goldzilla
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
brain science & branding
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
brain science & branding
“We don’t pay attention toboring things.”John Medina
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
John MedinaBrain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
What do we pay attention to?
brain science & branding
1. Novelty . Stimuli that are unusual, unpre-dictable or distinctive harness attention.
Lesson for branders:
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
Lesson for branders:
Different is good. Familiar is risky.
We pay attention to novelty.
brain science & branding
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
What do we pay attention to?
brain science & branding
2. Relevance . We are more interested in things that we find important to us.
Lesson for branders:
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
Lesson for branders:
Know who you’re talking to and what they want.
We pay attention to relevance.
brain science & branding
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
What do we remember?
brain science & branding
1. Connections. Memory is enhanced by creating associations between concepts.
Lesson for branders:
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Lesson for branders:
For more memorability, create names that evoke an idea beyond the obvious or functional aspects of your offering.
BumblebeeWe remember connections.
brain science & branding
ThePA4Unot
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
What do we remember?
brain science & branding
2. Emotions. The brain remembers the emotional components of an experience more than any other aspect
Lesson for branders:
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
Lesson for branders:
Names that stir emotion have more impact and memorability
We remember emotions.
brain science & branding
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
What do we remember?
brain science & branding
3. Meaning. The more meaning something has, the more memorable it becomes.
Lesson for branders:
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Lesson for branders:
Names rich with multiple allusions offer more opportunities for people to find personal connections and meaning.
We remember meaning.
brain science & branding
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
We remember meaning.
brain science & branding
not
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
the importance of positioning
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Case Study
the importance of positioning
Project:
Spay/neuter service for low-income pet owners from the Animal Humane Society
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Case Study
the importance of positioning
What’s your promise?
What makes you different from your competitors?
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Case Study
the importance of positioning
What’s your promise? Now you can afford the high quality spay/neuter services for your pet that will save pet lives by preventing unwanted litters.
What makes you different from your competitors? Because this service is subsidized by donations, it costs less than other vets.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
than other vets.
Case Study
the importance of positioning
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Case Study – Rejected Names
the importance of positioning
Budget Cut
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Case Study – Rejected Names
the importance of positioning
Budget Cut Queen of Spaydes
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Case Study – Rejected Names
the importance of positioning
Budget Cut
Alter Boys
Queen of Spaydes
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Case Study – Rejected Names
the importance of positioning
Womb Raider
Budget Cut
Alter Boys
Queen of Spaydes
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Case Study – Rejected Names
the importance of positioning
Womb Raider
Budget Cut
Alter Boys
Queen of Spaydes
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
F-Stop
Case Study – Rejected Names
the importance of positioning
Womb Raider
Budget Cut
Alter Boys
Queen of Spaydes
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
NeutoriousF-Stop
Recap
– The brain pays attention to novelty and relevance
– The brain remembers connections, emotions and meaning
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
emotions and meaning
– To be effective, names need to fit the brand positioning
why do so many brand names suck?
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
thank you
©2007-2011 Pollywog Inc. This information is confidential and proprietary to Pollywog Inc.
Our Guest Speakers…
JOHN STUCKERJOHN STUCKER
DEVON THOMAS TREADWELL
Founding Principals,
POLLYWOG
JOHN EASTMAN
Creative Director,
EDGE ADVERTISING
BRANDING: MY PERSPECTIVE
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Join us next time…..
FILE>NEW DESIGN LECTURE SERIES
MANAGING CREATIVE + SOCIAL MEDIA
Thursday, August 11th @ 6:00 PM CST.
FILE>NEW DESIGN LECTURE SERIES
Thursday, August 11th @ 6:00 PM CST.