1. BRANDING: Startup
Mike Fridgen, @mfridgen,

2. 1 2 3
INSPIRE
BRANDING ACTION

3. 1 2 3
INSPIRE
BRANDING ACTION

4. Apollo 11

6. “One Google search
query uses about as
much computing as
the entire Apollo
program!”

7. BIG DA
Buzzword or
Next BIG thing?

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

11. “In the next ten
years, digital data
alone is expected
to grow 44

12. Take the
leap of
faith, you
should.

13. 1 2 3
INSPIRE
BRANDING
ACTION

16. BRANDING
Where to
start?

17. For smart consumers,
Farecast helps you
First, positioning s
make informed
What are we going to
decisions when
stand for and to whom
purchasing travel.

18. Second, Tagline
Know when tothat will
Memorable phrase buy
sum up the tone and
premise of a brand

19. Functional: trusted
advisors, travel pricing
experts
Third, Brand Bene
Functional and emotional
benefits – comes through
Emotional: feel in the
in what we doconfidentwe
know, feel and what in
say
my purchase

24. NAMING
Where to
start?

25. First, Name Type
Generic, Descriptive, Suggestive,
Arbitrary, Fanciful
Type Descriptive or Fanciful
Generic Descriptive Suggestive Arbitrary
Trademark
Suggestive
No Yes
Meaning High Low
Investment Low High

26. Second, Search
Not a scientific process… be
Shortlist of names:
creative and get feedback
priceyeti, price, pricely,
buyQ, decide

27. Third, Negotiate
People can get emotional about
their domain’s value
Decide.com for $175K

28. Be your brand

29. 1 2 3
INSPIRE
TRANSFORM
ACTION

30. Lock down your
positioning statement
Select a brand that
fits and provides
you room to grow
Put your pencil down and
get on to the product, that’s
what matters most

31. Posting to Twitter? #gwstartupday