The eBook that Started it All. IDeas BIG has built many brands for clients of all sizes, from small tech startup to multinational corporation, but how do we do it? This informative eBook has the secrets of brand naming logo design, taglines and much more. Naming a company, start-up, product or service is hard work, complex and often rife with mistakes. Billion dollar companies screw this up every year, while under-funded start-ups launch into the stratosphere with a name that seems brilliant and full of meaning, with little or no advertising. As we will share in the first chapter, naming is very important, yet so often botched up. Despite the extreme amount of strategy and creativity required to develop an effective brand name, often everyone in the company feels compelled, and capable of contributing to name development. This book is a naming tell all. Lay it all out there. Set the record straight. Breakthrough Branding: Brand Naming Tips & Trade Secrets will, hopefully, give you an understanding and appreciation for this art and science of naming. We look forward to sharing more branding advice and insight throughout the full book.

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BrandNamingTips&TradeSecrets
Breakthrough
Branding
Neil M. Brown

2. www.ideasbig.com
>>BreakthroughBranding:
Brand Naming Tips & Trade Secrets
Contents:
PREFACE..........................................................................................................................................7
Chapters:
1. Naming: The Most Important Marketing Decision.......................................9
2. What’s Your Name Type? ...........................................................................................13
3. Secret Sauce: The Naming Process......................................................................17
Case Study: Naming a Beer ................................................................................21
4. Do-It-Yourself Names ...................................................................................................27
Case Study: Naming Contests............................................................................31
5. Tips on Taglines ...............................................................................................................37
Tagline Hall of Fame................................................................................................39
Case Study: Cookie Taglines.................................................................................41
6. Trademark Registration ...............................................................................................45
Generic Trademarks.................................................................................................49
7. The Domain Name Game...........................................................................................53

3. Breakthrough Branding ›› Brand Naming Tips & Trade Secrets 3
8. Best and Worst Brands and Names........................................................................60
The Interbrand Best Global Brands...................................................................65
Great Brand Names..............................................................................................71
Bad Brand Names.....................................................................................................74
9. More Brand Naming Case Studies.........................................................................82
Naming a Tech Start-Up........................................................................................88
Naming a Non-Profit...............................................................................................94
Naming a Hand Tool...............................................................................................98
Naming a Software Company........................................................................101
10. Branding Beyond Naming.....................................................................................106
Visual Branding.......................................................................................................110
Brand Standards.....................................................................................................113
11. Confessions of a Namer...........................................................................................117
Show Me the Money.............................................................................................119
12. Naming Resources.....................................................................................................125
About Us:
About the Author................................................................................................................129
About IDeas BIG™................................................................................................................130

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Naming a company, start-up, product or service is hard work, complex
and often rife with mistakes. Billion dollar companies screw this up every
year, while under-funded start-ups launch into the stratosphere with a
name that seems brilliant and full of meaning, with little or no advertising.
Intuitively, your brand name is the foundation of all that is marketing.
A great name is an advertisement in itself. A name can do more for achieving
desired positioning than a budget the size of Australia’s GDP (exaggeration
intended). The best names tell a story, and make marketing easier.
A breakthrough name can garner free publicity, just because of the name.
What if Google launched with its original name BackRub? Would it be
as successful? We know the product is great, but is the brand name Google
more memorable and interesting? Of course.
As we will share in the first chapter, naming is very important, yet so
often botched up. Despite the extreme amount of strategy and creativity
required to develop an effective brand name, often everyone in the company
feels compelled, and capable of contributing to name development.
This book is a naming tell all. Lay it all out there. Set the record straight.
Preface
>>

5. Breakthrough Branding ›› Brand Naming Tips & Trade Secrets 5
Breakthrough Branding: Brand Naming Tips & Trade Secrets will,
hopefully, give you an understanding and appreciation for this art and
science of naming.
There are types of names that will help you understand the most effective
naming for your scenario. A disciplined naming process will be shared that
entails category and customer insight, competitive positioning and more.
Tips on taglines, trademarks and domains will be detailed. Case studies will
demonstrate how to develop great names.
Names of the most successful brands in the world will be evaluated—
along with some of the greatest names in history—and some of the worst
names. Visual branding will be considered. Finally, the naming resources
used by the author will be divulged including websites and books.
About the Author
AuthorNeilM.BrownisfounderandchiefnamingofficerofIDeas
BIG(brandidentitygroup),afull-servicenamebranddevelopment
using a proprietary Name Optimization™ process refined over
hundredsofbrandingengagements.Aprocessthatincludessuch
techniques as competitive mapping, name scoring and trademark screening—the same
tools and techniques used in name development projects for billion dollar clients.

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>>AboutIDeasBIG
IDeas BIG™ (brand identity group) is a branding and name development
consultancy that assists organizations with creating business, product and
service names, taglines, domain names, trademark registration and more.
Founded by Neil Brown, IDeas BIG provides full-service brand
development and naming services, using such proprietary processes as Name
Optimization™, competitive mapping and name scoring. The same tools
and techniques used in name development projects for billion dollar clients.
“With the saturation of brand names, and high failure rate of new
products, effective naming is more critical than ever,” says Neil Brown,
company founder and “chief naming officer”.
He adds, “IDeas BIG fills a need for smaller companies, and even national
companies needing breakthrough names, but cannot afford to spend
thousands of dollars with a boutique branding consultancy, or millions
with a branding division of an advertising holding company.”