sdfi 2016 naming fabian
TRANSCRIPT
8/20/2019 SDFI 2016 Naming Fabian
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P r e s ent e d b y
F A B I A N G E Y R H A L T E R
@F i ni enI n si gh t s
F e b r u ar y 1 8 ,2 0 1 6
@F o un d i n g
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I c ann o t a ! or d b
r an d i n g a t
t
h i s e ar l y s t a g
e o f m y
c om p an y f or m
a t i on .
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N o , y o u c ann o t a !
or d n o t t o
b r an d a t t h i s e ar
l y s t a g e o f
y o u
r c om p an y f or m a t i on .
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Y O U R
S T A R T U P
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Y O U R
B R A ND
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[ 1 ]
A S
T A R T U P
B R A ND
U ND
E R S T A N
D S T H A T
B R A N
D I S A G O O D T H I N G
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B R A N
D
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B R A N
D
I S A S E R V I C E ,P
R O D U C T , C O MP A
NY , O R P E R S O NW
I T H
S O U L
A T T R A C T I V E
S MA
R T
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B R A N
D
T H E B R A ND
P L A T F O R M
(
)
T H E B R A ND
A T M O S P H E R E
(
)
T H E B R A ND ’ S
U S A B I L I T
Y
(
)
I S A S E R V I C E ,P
R O D U C T , C O MP A
NY , O R P E R S O NW
I T H
S O U L
A T T R A C T I V E
S MA
R T
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[ 2 ]
A S
T A R T U P
B R A ND
D I F F E R E N
T I A T E S
E M O T I O N
A L L Y
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W
H A T Y O U D O .
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WH Y ?
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T H E
P O S I T I O
NI N G
S T A T E M
E NT
+
=
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T H E P O S I T I O NI N G S
T A T E ME NT
! " #
% % % % % % % % %
% % % % % % % % % % % % % % % % % & # '( )( # * ' + , - . , / 0
% % % % % % % % % % % % % % % % % % % , / 1 , )( #2 - * 0 .
% % % %
% % % % % % % % % % % % % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % % % % % % % % % % % % % 3 0 + 1 ' . 0 % % % % % % % % % % % % % % % % % % % % % % % %
% % % % 45
! "#
$ % ! " ' ( ) % * + %
+ " ! % $ ,# -
. '* + ! ) ,* "/ 0 1 - 2 3 ,/ ) + ,#
e x p e r i e n t i al b e n e f t
s
1 ' 4 4 ,# ! 5 # % " 1 ,* 1 ! , 3 % / ) % 6
%
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h e al t h an d
e c o- c on s c i o u s c on s um e r s
g r o c e r y s t or e
t h e h i g h e s t q u al i t y n a t ur al an d or g an
i c
pr o d u c t s t h a t s u p p or t v i t al i t y an d w e l l - b e i n g
! " #
% % % % % % % % %
% % % % % % % % % % % % % % % % % & # '( )( # * ' + , - . , / 0
% % % % % % % % % % % % % % % % % % % , / 1 , )( #2 - * 0 .
% % % %
% % % % % % % % % % % % % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % % % % % % % % % % % % % 3 0 + 1 ' . 0 % % % % % % % % % % % % % % % % % % % % % % % %
% % % % 45
! "#
$ % ! " ' ( ) % * + %
+ " ! % $ ,# -
. '* + ! ) ,* "/ 0 1 - 2 3 ,/ ) + ,#
e x p e r i e n t i al b e n e f t
s
1 ' 4 4 ,# ! 5 # % " 1 ,* 1 ! , 3 % / ) % 6
%
w e b e l i e v e i nWh ol e F o o d s ,Wh ol e P e o pl e ,
an d aWh ol e P l an e t
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a " u e n
t w om e n a g e s 2 0 - 5 5
a c t i v e w e ar l i n e
h i g h - e n d f a s h i oni n t e g r a t e d wi t h
! " #
% % % % % % % % %
% % % % % % % % % % % % % % % % % & # '( )( # * ' + , - . , / 0
% % % % % % % % % % % % % % % % % % % , / 1 , )( #2 - * 0 .
% % % %
% % % % % % % % % % % % % % % % % % % % % % % % % %
% % % % % % % % % % % % % % % % % % % % % % % % % % % 3 0 + 1 ' . 0 % % % % % % % % % % % % % % % % % % % % % % % %
% % % % 45
! "#
$ % ! " ' ( ) % * + %
+ " ! % $ ,# -
. '* + ! ) ,* "/ 0 1 - 2 3 ,/ ) + ,#
e x p e r i e n t i al b e n e f t
s
1 ' 4 4 ,# ! 5 # % " 1 ,* 1 ! , 3 % / ) % 6
%
e v e r y w om an s h o ul d f e e l e m p ow e r e d an d
b
e a u t i f ul n om a t t e r wh e r e l i f e t ak e s h
e r
p e r f or m an c e m a t e r i al s
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Y o ut h f ul
S t r on g
E d g y
Q u
i r k y
B ol d
C al m
W ar m
S w e e
t
C l e
v er
D e p en d a b
l e
C a
r i n g
T o u gh
Wh i m s i c al
I nn ov
at i v e
H el pf ul
L ux ur i o u s
F ei s t y
E m p ow er e d
F emi ni n e
S ex y
Wi t t y
L i gh
t -H e ar t e d
F r i en d l y
S t r i c t
C o s m o p ol i t an
B a d a s s
C on s er v at i v e
C a
r i n g
E m p ow er e d
F emi ni n e
S ex y
C o s m o p ol i t an
B a d a s s
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M O T H E R
R E B E L
S E D U C T R E S S
S ex y
C o sm o p ol i t an
F emi ni n e
B a d a s s
E m p ow er e d
C ar
i n g
D R E A M E R
F R I E N D
L E A D E R
S AG E
H E R O
J O K E R
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I s t h e r e a c
om p e l l i n g s t or y b e h i n d t h e b r an d ?
P at a g o
ni a gr ew o ut of a
sm al l c om p an y t h at m a d et o ol sf or cl i m b er s.
A l pi ni s
m r em ai n s at t h e
h e ar t of aw or l d w
i d e b u si n e s st h at st i l l m ak e s
cl ot h e sf or cl i m b i n g— a s
w el l a sf or sk i i n g
, sn ow b o ar d i n g , s ur f i n g ,f l y
f i sh i n g
, p a d d l i n g an d t r a
i l r unni n g.T h e s e
ar e al l si l ent s p or t s.N on e
r e q ui r e s am ot or .I n e a c
h s p or t ,r ew ar d c om e si nt h ef or m of h ar d -w on
gr a c e an d m om ent s of c
onn e ct i on b et w e e
n u s an d n at ur e.
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I s t h e r e a c
om p e l l i n g s t or y b e h i n d t h e b r an d ?
P at a g o
ni a gr ew o ut of a
sm al l c om p an y t h at m a d et o ol sf or cl i m b er s.
A l pi ni s
m r em ai n s at t h e
h e ar t of aw or l d w
i d e b u si n e s st h at st i l l m ak e s
cl ot h e sf or cl i m b i n g— a s
w el l a sf or sk i i n g
, sn ow b o ar d i n g , s ur f i n g ,f l y
f i sh i n g
, p a d d l i n g an d t r a
i l r unni n g.T h e s e
ar e al l si l ent s p or t s.N on e
r e q ui r e s am ot or .I n e a c
h s p or t ,r ew ar d c om e si nt h ef or m of h ar d -w on
gr a c e an d m om ent s of c
onn e ct i on b et w e e
n u s an d n at ur e.
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Y o ur B r an d
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2 0 1 6 -2 0 6 6
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t
i n y ur l . c om / b r an d pl at f or m
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[ 3 ]
A S
T A R T U P
B R A ND
I S L O O K I N G F O R L O V E
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[ 3 ]
A S
T A R T U P
B R A ND
I S O NMA T C H N
O T T I ND
E R
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U
ND E R
S T A ND .
C
O NNE
C T .
F
O C U S
.
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A g e:
! !
L o c at i on: # $ % & ' ( )* ) %
E d u c
at i on: + & + , % - ' ) % %
C ar e er : . / & % % $ 0 - 1 2 )
I n c om
e: 3 4 5
H o b b
i e s: 6 $ ( 1 7/ ,''- ' ( 7
8 1 % 9
- $' 7: , % - 0 7; ' % 2 1 ( < 1=
T e c h
U s e: > = 1< 2 ?9 $' ) 7@ 1 A * ) 2
M e
et A d r i enn e
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H ow S h eW ant s t oF e el :
c om
f or t a b l e , c on d e n t
an d ! " # $ i nh er c l ot h e s ,
r e g a
r d l e s s of wh et h er
sh e
i s at y o g a ,r unni n g
er r a
n d s , or c h at t i n g ov er
c of f e ewi t h f r i en d s
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f r i e n d s h i p
i n d i v i d u a l i t y
a d v e n t u r e
Wh
at S h eA s pi r e s T o:
r un
a! "# " $ % &'
$ # "( ) * t o ex ot i c pl a c e s
w or k a s aP R
a g ent f or
h i gh
pr ofi l e ar t i st s an d
b an d si nt h e! + , - .
- ' 0 + , $ # 1
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A S
T A R T U P
B R A ND
H A S
A
B R A ND
NA ME
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L i k e n ami n g a c h i l d , y o u d on’ t
w an t t oh av e t or e
d oi t l a t e r .
— A d amM
ef f or d , C ur r en c y / H um an C
a pi t al
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T M
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# 1 C r e a t i v e S p e l l i n g
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U n c r e a t i v e S p e
l l i n g
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+- Q ui c k l y c onv e y s y o ur p ur p o s et o y o ur a u
d i en c e
D i f f i c ul t t of i n d an av ai l a b l e. c om d om ai
n ,r un st h er i sk of ot h er
c om p ani e sw
i t h i n y o ur v er t i c al h av i n g si mi l ar n am e s
# 2 D e s c r i p t i v e
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. c o
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. c om
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I f y o uh av e a U S s t ar t u p c al l e d
X an d y o u d on' t h av e x . c om ,
y o u s h o ul d pr o b a b l y c h an g e
y o ur
n am e .
— P a ul G r a
h am ,Y C om b i n at or ( A u g u s t 2 0 1 5 )
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1 .F R I E ND
2 .M O T H E R
3 . J O K E R
E L E V A T E +
WI S E +
A D V I S E
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t i n y ur l . c om / b r an d n ami n g
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[ 5 ]
A S
T A R T U P
B R A ND
L O O K
S
L I K E A B R A ND
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[ 5 ]
A N
E WB R A
ND I C O N
S H O U L D B E
I C O N
I C
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C O MP O NE NT 1 : T i m e l e s s
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A NN O 2
0 1 4
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A NN O 2
0 1 5
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C O M
P O NE NT 2 : U ni q u e / D i s t i n c t
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C O
MP O NE NT 3 : T e l l s a S t or y
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C O MP O NE NT 4 : S i m pl e
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T h e a b i l i t y t o b e d
i s r u p t i v e
an d
q ui e t l y m e t i c ul o u s
mi g h
t j u s t b e t h e d i ! e r e n c e
b e t w
e e n a b u b b l e
- f u e l e d f a d
an d a b u s i n e s s b u
i l t t ol a s t .
— F a s t C om
p an y d i s c u s s i n gW ar b y P ar k er ,M ar c h 2 0 1 5
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B R A ND I N G I S
T H E
F I R S T F E A T U R
E
Y O U R T A R G E T
A U D I E N C E
WI L L
B E E X P
O S E D T
O .
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