What’s in a name? Adding method to the madness

Transcript

1. WHAT’S IN A NAME? ADDING METHOD TO THE MADNESS Alex Chahin Head of Core Rider Product Marketing, Lyft
2. Why is it so hard to name products?
6. QUICK POLL Have you needed to name a product?
7. QUICK POLL Do you find product naming tricky?
8. Imagine a world where... you had more time for strategic work you got faster alignment naming was less daunting
9. NAMING BRIEF Easy to pronounce Easy shortened version English and Spanish versions
10. ALEX
11. We’ve named a lot of products
12. TOPICS Why & what we name products How we name them Case studies Tips & tricks
13. WHY NAME PRODUCTS
14. WHY NAME PRODUCTS Shorthand for what it is and the value it provides
15. WHY NAME PRODUCTS Good names can make your job easier
16. WHY NAME PRODUCTS Build equity over time for faster recognition
17. WHY NAME PRODUCTS Language for customers to market on your behalf
18. Picking a word should be easy, right?
19. QUICK POLL How often do you get it on the first try?
20. APPLE WATCH
21. AIRBNB EXPERIENCE S
22. INSTAGRAM STORIES
23. GOOGLE PIXEL
24. Descriptive Branded Literal Literal description of the company, product, or service (sometimes abbreviated) America Online Bed Bath & Beyond Bavarian Motor Works Benefit States the key benefit for the customer Seamless KitchenAid Best Buy Portmanteau Combining two concepts in a resonant way Netflix Airbnb Sephora Evocative Evokes a feeling using metaphor, mythology, historical figure, and/or foreign translation Nike Alexa Lego Invented Completely invented word that invokes intrigue and appeal Dasani Haagen-Dazs Kodak
25. WHEN TO USE DESCRIPTIVE WHEN TO USE BRANDED Fast understanding is important Less money and time available Customers faced with a lot of choice Lasting meaning and equity is important More money and time available Customers offered fewer products
26. RECAP Names are shorthand Descriptive to branded Strategy for when to use each
27. THE 7 STEPS FOR NAMING SUCCESS
28. HERE’S THE SITUATION You’re the Product Marketing lead on a new tourism product for locals
29. ?????
30. DESCRIPTIVE EXAMPLES BRANDED EXAMPLES Local Tours City Experiences City Tours Urban Excursions Explorer Atlas Columbus Aventura
31. ?????
34. LUCKY YOU The team is about to launch a loyalty program for Voyager, and you have to name it
35. STEP 1 Answer upfront questions Does it even need a formal name? Should you consider descriptive & branded? Who’s the final approver on this? Who is this for, and what do you know about them? Will you need to do research?
36. D A C I
37. D A C I DRIVER APPROVER CONTRIBUTORS INFORMED
38. D A C I DRIVER APPROVER CONTRIBUTORS INFORMED YOU CEO MARKETING PRODUCT CREATIVE DESIGN LEGAL SUPPORT POLICY
39. STEP 2 Set process expectations Decide who is going to be involved in the process Identify timelines & milestones (Creative, Legal, Eng, etc.) Socialize how the process will work with stakeholders Acknowledge that it’s an emotional process Decide how you’ll decide (e.g., research, strategy, etc.)
40. STEP 3 Define your naming principles Create parameters for what your name needs to achieve Consider audience, how people should feel, tone to strike Consider the places the name will appear Think about constraints (character count, taboo words) Make sure final approver agrees with principles
41. NAMING PRINCIPLES FOR THIS PROJECT Be flexible. The structure of the program will evolve over time (e.g., status) Convey value. Make it clear users get something meaningful. Must be extensible. Name must be effective across a variety of platforms (e.g. in-app placements, digital and traditional media). Be enduring. Name should be timeless and relevant as the business and program benefits evolve. Fit in brand. The voice of Voyager is casual and human. Be clear. The audience shouldn’t have to work hard to understand what it is.
42. STEP 4 Brainstorm & ideate Schedule time with cross-functional partners Decide which brainstorm format will work best Share key context, especially the principles Vote on best ones before people leave the room Use brainstorm output to get to your shortlist
43. Descriptive Branded Literal Literal description of the company, product, or service (sometimes abbreviated) Loyalty Program Rewards Club Benefit States the key benefit for the customer Perks Savings Value Portmanteau Combining two concepts in a resonant way Rewerks Explorewards Evocative Evokes a feeling using metaphor, mythology, historical figure, and/or foreign translation Beyond Trove Treasure Tesoro Invented Completely invented word that invokes intrigue and appeal Avanta Valorita Gemsy
44. Descriptive Branded Literal Literal description of the company, product, or service (sometimes abbreviated) Loyalty Program Rewards Club Benefit States the key benefit for the customer Perks Savings Value Portmanteau Combining two concepts in a resonant way Rewerks Explorewards Evocative Evokes a feeling using metaphor, mythology, historical figure, and/or foreign translation Beyond Trove Treasure Tesoro Invented Completely invented word that invokes intrigue and appeal Avanta Valorita Gemsy
45. STEP 5 Conduct research Decide on the right measurement approach Create product description and mock screens Include 5-7 names, considering mix of types Make sure the final approver agrees with the shortlist Make sure to get quantitative and qualitative read
46. Give respondents product description and 5-7 names to rank on set attributes 1 Give description and rank 5-7 names, but pick favorite after seeing design mock 2 Only give respondents names, and ask them to describe what the think it is 3
47. Name Easy to Understand Unique Likely to participate Understand Needs Weighted Score Overall Favorite Favorite after seeing design Voyager Rewards Voyager Club Voyager Beyond Voyager Treasure Voyager Trove
48. Name Easy to Understand Unique Likely to participate Understand Needs Weighted Score Overall Favorite Favorite after seeing design Voyager Rewards 75% 10% 40% 54% 49% 38% 33% Voyager Club 80% 7% 36% 56% 49% 19% 17% Voyager Beyond 15% 52% 17% 18% 22% 15% 10% Voyager Treasure 15% 42% 18% 22% 21% 18% 26% Voyager Trove 23% 21% 20% 25% 22% 10% 15%
49. Name Easy to Understand Unique Likely to participate Understand Needs Weighted Score Overall Favorite Favorite after seeing design Voyager Rewards 75% 10% 40% 54% 49% 38% 33% Voyager Club 80% 7% 36% 56% 49% 19% 17% Voyager Beyond 15% 52% 17% 18% 22% 15% 10% Voyager Treasure 15% 42% 18% 22% 21% 18% 26% ↑ Voyager Trove 23% 21% 20% 25% 22% 10% 15% ↑
50. CAVEAT If you believe branded is the best path, research isn’t as useful
51. STEP 6 Build your proposal Take the time to make it feel real Pull together mocks and customer quotes Conduct a word study to pressure test language Show your work and the path to the recommendation Don’t forget key context (other products, competition)
53. STEP 7 Get final approval Schedule in-person review with approver Reach out to Legal to vet your top choices Have a next-best-option going in Get final sign off and move forward
55. RECAP 1. Answer upfront questions 2. Set process expectations 3. Define your naming principles 4. Brainstorm & ideate 5. Conduct research 6. Build your proposal 7. Get final approval
56. CASE STUDY Lyft Line Renaming
57. INSIGHT Descriptive is better for fast understanding
58. CASE STUDY Subscription Naming
59. INSIGHT Consider how naming makes people feel and fuels identity
60. CASE STUDY New Coke
61. INSIGHT Naming has outsized power in framing how people think of the product
62. IT’S TIME FOR SOME REAL TALK
63. EXPECTATION There’s a perfect name out there for my product
65. REALITY Names have no meaning out of the gate, and familiarity leads to liking
66. EXPECTATION If I find a strong name, leadership will love it
68. REALITY So much of the process is managing soft skills and showing your work
69. EXPECTATION People will remember to be objective throughout the process
71. REALITY Naming is an emotional process, and people bring their own bias to it
72. IF YOU ONLY REMEMBER 3 THINGS 1. Range of names from descriptive to branded, but skew toward descriptive 2. Explaining the process is as important as the final outcome 3. Visualize it and make it feel real (mocks, quotes, etc.)
73. FINAL POLL Did you learn something you can use on your next naming project?
74. You now have the tools to... create time for more strategic work get faster alignment make naming less daunting
77. NOW GO AND NAME SOMETHING!
78. THANK YOU alex.chahin@gmail.com linkedin.com/in/alexchahin/ @alex_chahin