13. A Genius In The Making Car Services Web + Mobile App All auto services: Glass, Parts & Supplies Repair, Body Shops Car Dealers - Car Wash Gas & Service Stations Motorcycle Dealers, Repair Oil Changes * Parking Smog Check Stations, Stereo Installation? Tires , Towing! Windshield Installation & Repair Geo-locating for all car services! Ad-based revenue model! Names? Car Butler AutoMate(COOl!) "Car”lton Car Jeeves?
14. A Less Than Genius Start Of course, Car Jeeves’ main audiences must be: Execs! Attorneys! Doctors!
15. A Less Than Genius Start Introducing CarJeeves! First round of funding and launch! The result?...
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17. Time for Brave Reflection This is when Brands tend to knock on our door. Here’s what we do. (And you can too!)
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20. Brave Brands Seek Fusion Brand Fusion is a one-day workshop that harvests open, insightful input from your leadership team to prioritize the factors that determine your company’s success and fuse your message with your Brand’s greatest opportunity.
23. Brave Brands Reboot Audience & Industry Insight Sources Free: Ad Age White Papers @ http://adage.com/whitepapers $$: Adology @ http://www.ad-ology.com $$$: Market Research.com @ http://www.marketresearch.com $60 to $150 on the low-end, $8,000 to $11,000 on the high-end.
24. Brave Brands Strategize • Married, mid-class, kids, beyond busy • 35 million (40 by ‘12) • 2/3 use web to research products & services • 95% say web saves time • More women use car washes & fast lube centers than men Meet “iMom” Sources: 1. eMarketer.com 2. Opinion Research Corporation / AOL Study and Road & Travel Magazine 3. International Carwash Association and National Institute for Automotive Service Excellence
25. Brave Brands Strategize • Save time • Make errands “easier” • Technology that streamlines her life (a little helper) • Want marketers to “get” them and market to them (74% say misunderstood by auto category) She Really Wants: Source: 1. Sheconomy.com Exploit The Obvious! App Reviews: “Car Wash Locator” 2 Star Avg. 21 Ratings Source: iTunes internal App Reviews ColinHanna – Jan 31, 2010 “ Some listed washes turn out to be closed while others are not listed.” Piloto176 – Apr 14, 2010 “ Updates would be useful with real time info on washes that are open or no longer in business.”
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27. Be Brave From The Start Review Audience analysis first Dig deep for insights Learn from customer reviews Design based on insight (underdo?)
28. What’s In A Brave Name? Good Names • Available • Benefit-oriented • Short • “ Oops-proof” Still great? GREAT! Bad Names • Taken/Conflicted • “ Cool-sounding” • Long • Oops-prone
29. What’s In A Brave Name? Availability Quick check @ http://tess2.uspto.gov/ > Enter Brand name > Select “Live” > “Submit Query”
32. Good name, 2 Live claims, check with trademark attorney. Don’t fall in love.
33. What’s In A Brave Name? Benefit-Oriented “ BaseCamp” = Rally point for teams iPod = Apple’s portable music player Pentium = A new element of intelligence
34. What’s In A Brave Name? Short 4 -7 items (limit of working memory 1 ) Use SEO keyword in domain Grab misspellings – http://goo.gl/QfRdA .COM is KING Be creative – http://domai.nr Source:1.Working Memory Capacity, Nelson Cowan, 2005
35. What’s In A Brave Name? WARNING: The following names and urls are real and NSFW! “ Oops-proof”
36. What’s In A Brave Name? Pen Island > Therapist Finder > Who Represents > penis land.net “ Oops-proof”
37. What’s In A Brave Name? “ Oops-proof” Pen Island > Therapist Finder > Who Represents > penis land.net the rapistfinder. com
38. What’s In A Brave Name? “ Oops-proof” whore presents.com Pen Island > Therapist Finder > Who Represents > penis land.net the rapistfinder. com
43. Message Bravely CarPixie is committed to creating a quality web experience by providing customer-centric usability connected to service-oriented partners. Message? No. Mission .
45. Brave Shines In Elevators (Brand) is the (insight-driven adjective) way for (insight-driven goal) to (product feature-enabled benefit.) “ Really? Tell me more.” 12, 11, 10... Message Starter Template
46. CarPixie Brand Fusion CarPixie.com is the quickest, easiest way for today’s beyond-busy women to find the car care services they use the most - right now, right where they are.
47. “ CarPixie.com is the easiest way for today’s beyond-busy woman to find the car care services she uses most - right now, wherever she is.” “ Really? Tell me more” (12, 11, 10…)
49. Message Bravely Review Message beyond “expectations” Missions ≠ messages Make your message “elevator-ready”
50. Oops, I Bwoke My Bwand. 3 Options 1. “Scrap it” 2. “Scrap metal it” (Car Jeeves > Care Pixie) 3. “Have another baby” (Car Jeeves + Car Pixie)
51. Brand New World Takeaways Get three things right early : Audience analysis first, design second A good Brand name is half the battle Nail a key message you can say
52. Want to talk more? Breakouts Naming Your Business: 2:30-3:15 Marketing & Branding: 3:15-4:00
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Editor's Notes
Welcome!
Mad Genius intro. Go through it pretty quickly.
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