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name & position

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— Juliet Capulet

What’s in a name?That which we call a roseBy any other name wouldsmell as sweet.

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a name?in’sWhat

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a name?What is

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50,000item

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CHUNKING

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SOMATIC

MARKERS

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this is the default

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emotions

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producthow theyfeel abou

your produ

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producthow theyfeel abou

your produ

≠

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product how theyfeel about

your product

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producthow thefeel abo

your prod

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product

how they feel about the product

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product

how they feel about the product

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This is the same thing These are differen

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≠

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how you feelabout a

thing

the experyou ha

with a th

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• Successful startu

• Award-winning s

•Expert on brand

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• Serial killer who victims by luringseminars on bra

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“reputa

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AFFECTIVEEXPECTATIOMODEL

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$vs

$$$

product

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how theyfeel about

the product

$vs

$$$

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how theyfeel aboutthe wine

price

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how theyfeel about

the wine

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how peoplefeel about

 X 

(your product, your company, etc.)

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What is a name?

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soundhow you

feel aboutthe person

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“Donald Trump”

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“Barack Obama”

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“Patagonian toothfish”

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“Chilean sea bass”

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“Peter Gene Hernandez

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“Bruno Mars”

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name h

product

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name

price

personality

appearanc

history

action

product

tone

h

product

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name

price

personality

appearanc

history

action

product

tone

hh

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brand

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n. How a person feelsabout a thing

brand

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producthow theyfeel abou

your produ

≠

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product brand≠

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product brand

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product brand

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This is a product These are bra

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$ $$

This is a product These are bra

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These are brands

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name

product

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name

price

personality

appearanc

history

action

p

tone

brand

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PRESENTER’

PARADOX

iPod touch Cover Free song

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+ 8%

+ 92  F   R  e  e

  !

+

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+

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+ =   1

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name

price

personality

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history

action

tone

brand7

3 1

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brand(this is what people use to make their decisions

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how do you create a bran

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remember thatyou’re building an

emotional attachment

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do things thatcreate or strengthen 

an emotional attachmen

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it doesn’t have to be big

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how do you choose a nam

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you will want tobe descriptive

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  W h i t e  Ma l e

 g i v i n g a  p r e s e n ta t i o n

b i g

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WHAT

HOW

boringshallowforgettable

indefensible

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WHAT

HOW

WHO

WHERE

WHEN

humanexperientialdeepmemorableunique

WHY

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the best namespoint to something true

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don’t name your produc

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name your brand

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name h

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name & position

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position

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position is simple(to describe)

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This is positioning

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I live in a one-by-one box of bone

no other party can penetrate or know

— David Foster Wallace

What you’re really 

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building is in here

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Now, about that thing Juliet s

? ??

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 joe@bezbrand.com

hp://bezbrand.com

@joebez

JOE BEZDEK   propriet