How to create a great brand name | Jonathan Bell

Ever wondered why companies like Apple, Uber and AirBnB are so easily identified in a sea of advertising? Jonathan Bell gives step-by-step advice on how to create a lasting brand name.

TEDArchive presents previously unpublished talks from TED conferences.
Enjoy this unedited talk by Jonathan Bell.
Filmed at TEDUniversity in 2016.

[SamHulse]

I can tell the guy talking is so nervous but the talk is so so good

[bobbob-ufqz]

This made it even harder to make a name.

[troygoogler]

Those Brand names are looking good because they are already famous. If not, it's just a random name.

[turquoise]

How to create a good brand name:
step 1. pick any name
step 2. have millions of dollar for marketing

[leoisforevercool]

It's all MARKETING.
Getting your brand/product into people's heads is the most crucial element to success.
Analyzing the brand names of business giants is fun, but names like "Nike" and "Apple" actually require
tons of lifestyle advertising to make you think of shoes and tech instead of Greek mythology and fruit.

[MixedbyMarcMozart]

I misread “band name” and was full of hope.

[paulmc]

Make sure the Domain Name is available!

[graceoverall]

Jonathan outlines the following seven categories of brand names:
1. 0:38 Eponymous (e.g. Disney, Adidas, Tesla)
2. 0:58 Descriptive (e.g. American Airlines, The Home Depot)
3. 1:09 Acronymic (e.g. GE, BP, KFC, HSBC)
4. 1:28 Suggestive (e.g. Uber, Slack, Facebook, Pinterest)
5. 2:21 Associative (e.g. SiriusXM, Red Bull)
6. 2:47 Non-English (e.g. Samsung, Lego, Hulu)
7. 3:07 Abstract (e.g. Rolex, Kodak)

[androver]

Brand names, logos everything is a side note. A brand truly depends on it's product. If you're able to make/deliver great quality products everything associated with you will become a brand.

[alystdesign]

the other day I had my big notebook's pages filled with a ton of possible brand names until some word clicked to me the other day. the struggle was the domain name. but tho, the message and branding is what really makes these brands memorable and great.

[prassociates]

OUTSTANDING! So easy to understand! Loved the breakdown of the company logos - how you defined them and assigned them a label!

[darewin]

Seedhi baat, no bakwas! (straight talking to point, no BS) well spoken..

[tourinojacks]

Love this so much that here I am, many months later, watching it again and it's still relevant, simple, digestible and well-delivered. Love it!!

[daviddietrich]

These categories are great, but it would add real value if he explained how to come up with a name.

[muhammadal-sheikh]

How to create a great brand name ? this is the question, with no answer.

[BoWSkittlez]

There's an error at 1:12. Those companies are initialisms not acronyms. NASA is an acronym. GE, BP, HSBC and KFC are initialisms

[noueruz-zaman]

Building a brand is hardest part of starting a business.

Amongst 10000s of brands to chose from consumers have lot of options.

I feel you need to be unique with your approach and he is right "it starts with the name".

Thats the reason why I spend some time to think about my business name (which I will launch soon). I said why not name it with in frnech instead of English. It will stand out from others.

[AkmaAit]

cool tips, ..sticking with the last name is kinds easy

[MercuryOracle]

Pinterest is a composite of “pin” and “interest.”

[briannasaccord]

I'm sorry but the moment of silence and the one person who laughed made me lmao