Arielle Jackson
[04:04] From making jewelry as a side hustle to launching products for Square: Arielle’s background[12:32] What makes a good name for a product or a startup[19:17] How to come up with a great name[24:59] How to run a naming brainstorm for the best results[31:09] Bad names and naming mistakes[34:17] Arielle’s brand development framework and when founders should implement it[36:02] How do you know when brand development is completed?[41:17] How long should branding take?[42:42] How to build a brand purpose that ignites excitement[48:51] Specific tactics for building your brand purpose[51:12] How to master your positioning[55:22] Why it’s important to stay niche when you’re mastering your positioning[59:15] The process of positioning and Arielle’s bar test[1:02:38] How to build a brand personality using the five big brand descriptions[1:07:39] Where to put brand and product positioning documents so they’ll actually get used[1:09:14] How startups can get PR[1:14:49] When should you hire a marketer?—Production and marketing: https://penname.co/.
Launch & Go-to-Market Skills
Effective names should be suggestive and evocative, hinting at the product's value without being overly literal or descriptive.
"I personally tend to like those kinds of names that are suggestive or evocative, where when I tell you what the company does, you're like, oh, that makes sense. But it's not that what the name is tell..."
A brand's strength lies in the specific emotional or functional association it owns in the customer's mind over time.
"So over time, a word can come to mean something that is beyond what that actual word means. Like Disney means magic today. Volvo means safety. Those names are not good."
Strategy & Positioning Skills
Product positioning is most effective when it identifies a specific incumbent 'foil' to define what the product is replacing.
"The positioning was really that it was for brick and mortar businesses, particularly quick serve coffee, donuts, sandwich shops that kind of quick serve brick and mortars. And it was up against your u..."