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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 195
Laurel A SuttoNaming Consultant
Catchword Brand Name Development
Theyrsquore planning on
getting bought in a yeartheir name essentiallydoesnrsquot matter
ldquo
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 295
Are you
planning on getting
bought in a year
yes
no
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 395
name
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 495
What is a name
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 695
name =
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 795
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 995
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1195
SOMATIC
MARKER
HYPOTHESIS
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1295
people use emotions to make decisions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1395
emotions changeyour experiences
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1495
AFFECTIVE
EXPECTATION
MODEL
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1595
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1695
position namebrandnoun
The emotional attachmenta person has to a thing
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1795
people use emotions to make decisions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1895
people use brand to make decisions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1995
emotions changeyour experiences
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2095
brand changesyour experiences
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2195
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2395
What is the brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2495
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2595
product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3295
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3995
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4195
WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Thanks
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 295
Are you
planning on getting
bought in a year
yes
no
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 395
name
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 495
What is a name
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name =
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1195
SOMATIC
MARKER
HYPOTHESIS
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1295
people use emotions to make decisions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1395
emotions changeyour experiences
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1495
AFFECTIVE
EXPECTATION
MODEL
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1595
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1695
position namebrandnoun
The emotional attachmenta person has to a thing
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1795
people use emotions to make decisions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1895
people use brand to make decisions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1995
emotions changeyour experiences
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2095
brand changesyour experiences
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2195
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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What is the brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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name
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What is a name
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name =
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SOMATIC
MARKER
HYPOTHESIS
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people use emotions to make decisions
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emotions changeyour experiences
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AFFECTIVE
EXPECTATION
MODEL
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emotions
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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product
brand
technology
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
to be
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
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building anemotional attachment
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WHAT
HOW
boringshallow
forgettable
indefensible
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
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Provoking anemotional reaction
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POLARIZING
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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What is a name
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name =
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SOMATIC
MARKER
HYPOTHESIS
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emotions changeyour experiences
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AFFECTIVE
EXPECTATION
MODEL
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emotions
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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product
brand
technology
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
to be
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
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building anemotional attachment
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WHAT
HOW
boringshallow
forgettable
indefensible
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
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Provoking anemotional reaction
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POLARIZING
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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name =
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SOMATIC
MARKER
HYPOTHESIS
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people use emotions to make decisions
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emotions changeyour experiences
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AFFECTIVE
EXPECTATION
MODEL
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emotions
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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product
brand
technology
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
to be
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
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building anemotional attachment
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WHAT
HOW
boringshallow
forgettable
indefensible
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
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Provoking anemotional reaction
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POLARIZING
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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name =
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SOMATIC
MARKER
HYPOTHESIS
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people use emotions to make decisions
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emotions changeyour experiences
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AFFECTIVE
EXPECTATION
MODEL
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emotions
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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product
brand
technology
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
to be
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
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building anemotional attachment
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WHAT
HOW
boringshallow
forgettable
indefensible
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
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Provoking anemotional reaction
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POLARIZING
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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SOMATIC
MARKER
HYPOTHESIS
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people use emotions to make decisions
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emotions changeyour experiences
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AFFECTIVE
EXPECTATION
MODEL
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emotions
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
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brand
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What is the brand
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technology
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product
technology
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product
brand
technology
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
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building anemotional attachment
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WHAT
HOW
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forgettable
indefensible
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WHATHOW
WHOWHERE
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WHATHOW
WHOWHERE
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WHY
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WHATHOW
WHOWHERE
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
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Provoking anemotional reaction
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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SOMATIC
MARKER
HYPOTHESIS
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people use emotions to make decisions
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emotions changeyour experiences
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AFFECTIVE
EXPECTATION
MODEL
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emotions
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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product
brand
technology
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
to be
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
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building anemotional attachment
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WHAT
HOW
boringshallow
forgettable
indefensible
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
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Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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SOMATIC
MARKER
HYPOTHESIS
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people use emotions to make decisions
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emotions changeyour experiences
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AFFECTIVE
EXPECTATION
MODEL
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
to be
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What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
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Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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FOCUSED
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DISTINCTIVE
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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SOMATIC
MARKER
HYPOTHESIS
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people use emotions to make decisions
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emotions changeyour experiences
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AFFECTIVE
EXPECTATION
MODEL
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
to be
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoking anemotional reaction
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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SOMATIC
MARKER
HYPOTHESIS
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people use emotions to make decisions
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emotions changeyour experiences
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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AFFECTIVE
EXPECTATION
MODEL
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1595
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1695
position namebrandnoun
The emotional attachmenta person has to a thing
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1795
people use emotions to make decisions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1895
people use brand to make decisions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1995
emotions changeyour experiences
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand changesyour experiences
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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What is the brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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people use emotions to make decisions
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emotions changeyour experiences
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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AFFECTIVE
EXPECTATION
MODEL
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1595
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1695
position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
to be
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
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building anemotional attachment
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoking anemotional reaction
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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position namebrand
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Joe Bezdek joebezco
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emotions changeyour experiences
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AFFECTIVE
EXPECTATION
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emotions
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
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What is the brand
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technology
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product
technology
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product
brand
technology
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positionverb
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What do you want youremotional attachment
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
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building anemotional attachment
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WHAT
HOW
boringshallow
forgettable
indefensible
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
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Provoking anemotional reaction
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POLARIZING
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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AFFECTIVE
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emotions
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
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What is the brand
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technology
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product
technology
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product
brand
technology
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positionverb
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What do you want youremotional attachment
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technology
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technology
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These are different brands
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1695
position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 1895
people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
to be
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What do you want yourbrand to be
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technology
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technology
product
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technology
product
brand
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These are different brands
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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FOCUSED
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DISTINCTIVE
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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position namebrandnoun
The emotional attachmenta person has to a thing
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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people use emotions to make decisions
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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What is the brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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people use brand to make decisions
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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emotions
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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emotions changeyour experiences
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brand changesyour experiences
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technology
product
brand
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What is the brand
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technology
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product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
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technology
product
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9495
Thanks
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand changesyour experiences
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2195
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2395
What is the brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2495
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2595
product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3295
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3995
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4195
WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5795
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5995
FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9495
Thanks
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2395
What is the brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2495
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2595
product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3295
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3995
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4195
WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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What is the brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2495
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2595
product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3295
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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What is the brand
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2595
product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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FOCUSED
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DISTINCTIVE
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
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brand position namenoun
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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product
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
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What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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product
technology
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2695
product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
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brand position namenoun
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emotions
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brand
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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product
brand
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2795
positionverb
To intentionally create aparticular emotional attachment(ie brand)
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What do you want youremotional attachment
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What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoking anemotional reaction
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POLARIZING
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
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meh
hate love
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HUMAN
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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positionverb
To intentionally create aparticular emotional attachment(ie brand)
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2895
What do you want youremotional attachment
to be
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 2995
What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
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technology
product
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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What do you want youremotional attachment
to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3295
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3995
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4195
WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Thanks
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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What do you want yourbrand to be
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3295
technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3995
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4195
WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3395
technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3495
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3995
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4195
WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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technology
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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technology
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technology
product
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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DISTINCTIVE
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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emotions
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brand
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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technology
product
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3595
These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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emotions
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Thanks
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Joe Bezdek joebezco
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These are different brands
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3695
technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Thanks
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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technology
product
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3795
building anemotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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building anemotional attachment
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 3895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5995
FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Thanks
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Joe Bezdek joebezco
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4195
WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9495
Thanks
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4195
WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5495
HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5795
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5995
FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9495
Thanks
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9595
Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4195
WHAT
HOW
boringshallow
forgettable
indefensible
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5495
HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5795
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5995
FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9495
Thanks
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9595
Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4295
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4495
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5495
HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5795
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5895
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5995
FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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WHATHOW
WHOWHERE
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WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
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unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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WHATHOW
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WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4595
WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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WHATHOW
WHOWHERE
WHEN
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4695
WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4795
Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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WHATHOW
WHOWHERE
WHEN
human
experiential
deep
memorable
unique
WHY
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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Provoking anemotional reaction
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4895
POLARIZING
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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POLARIZING
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 4995
hate love
LOL EPIC FAIL ZOMGBBQ1
Illustration credit The Oatmeal
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5095
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5195
meh
hate love
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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HUMAN
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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Joe Bezdek joebezco
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hate love
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Illustration credit The Oatmeal
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hate love
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meh
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
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you will want to bedescriptive
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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Thanks
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Joe Bezdek joebezco
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hate love
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meh
hate love
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HUMAN
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
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brand position namenoun
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emotions
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brand
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
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you will want to bedescriptive
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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HUMAN
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FOCUSED
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DISTINCTIVE
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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position namebrand
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Joe Bezdek joebezco
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HUMAN
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
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brand position namenoun
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emotions
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
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NAME YOUR PRODUCT
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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Thanks
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Joe Bezdek joebezco
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HUMAN
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
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brand position namenoun
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR PRODUCT
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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HUMAN
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
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A m e r i c a 983150 M a l e
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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FOCUSED
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DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Thanks
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Joe Bezdek joebezco
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 5995
FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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FOCUSED
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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FOCUSED
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Thanks
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8395
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9495
Thanks
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8695
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9095
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9395
bezbrandbookcom
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9495
Thanks
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 9595
Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6395
DISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6495
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6595
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6695
k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7095
brand position namenoun
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7795
you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7895
A m e r i c a 983150 M a l e
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7995
NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8095
examples are everywhere
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8195
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8295
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8395
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
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Which door will you unlock
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Thanks
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
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brand
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brand position namenoun
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
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you will want to bedescriptive
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NAME YOUR BRAND
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8795
name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
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NAME YOUR BRAND
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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k
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
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brand position namenoun
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7295
emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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you will want to bedescriptive
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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NAME YOUR BRAND
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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examples are everywhere
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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name is a triggerfor brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8895
Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 8995
position namebrand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6795
Provoke anemotional attachment
by beinghellip
POLARIZINGHUMAN
FOCUSEDDISTINCTIVE
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6895
emotional attachment
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 6995
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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brand position namenoun
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emotions
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7395
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7495
brand
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7595
First impressions matter
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
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you will want to bedescriptive
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NAME YOUR BRAND
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examples are everywhere
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name is a triggerfor brand
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Which door will you unlock
8102019 SDFI Fall 2014 Naming and Positioning - Bezdek
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position namebrand
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bezbrandbookcom
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Thanks
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Joe Bezdek joebezco
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emotional attachment
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brand
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brand position namenoun
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emotions
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brand
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brand
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First impressions matter
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httpslidepdfcomreaderfullsdfi-fall-2014-naming-and-positioning-bezdek 7695
NAME YOUR PRODUCT
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you will want to bedescriptive
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NAME YOUR BRAND
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examples are everywhere
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Which door will you unlock
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