Wot’s in a name By Peter Baskerville 16/04/2019

Top brands - Description Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive 94% of top 100 brands don’t describe the products they sell

Top brands Analysis One Word Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Like so many things in entrepreneurship … it’s counter-intuitive. Don’t love a name and then try and own it … own it and then grow to love it. Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Name ownership Online Social Media Platforms Domain Name - *.com Google Search Domain Name - *.com.au Gmail Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive Domain Name - *.new gTDL Trademark ASIC Business Name

Own it from the start VALUE - It will eventually become your most valuable asset - COKE COSTS - Avoids having to pay a fortune to buy the missing piece later – SMSFUN MARKETING – more bang for bucks – no leaching LITIGATION - Don’t pick a fight with an international brand with deep pockets – MacDonald’s Cakes Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Unique … but understood Make up a name (KODAK) Difficult to create Confusion over pronunciation Good for geographic locations (Café) – Short name ending in ‘s’ (Ettos, Moors, Earls) OR - Join two common words. One related to the market One upbeat and positive Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Describe in the byline Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Name creation Facebook model Naming tips Made up name 4-5 letter industry word + 4-5 generic word Collins word puzzle Compile a list New domains a game changer Naming tips Take care with the middle ‘s’ …Skills hit, surprise words, multiple pronunciations. Lower case “j,g,q,y,p” can cause problems with logos – 30% size loss Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Game changer – new gTLD ICANN January 2014 22 to 700+ planned Staged Release – pre-register Shorter, more memorable, targeted. Get multiple & redirect Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Name checklist process Goal 360◦ ownership Not start a future fight Process Australian business name ownership check – ASIC Domain (*.com or *.com.au + extension) check – Type into the address bar Trademark check Google check in search returns (competition, owned by big player) Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive

Registering a name Business name Domain name Trademark Platforms ASIC controlled – company Online – register first ABN – Years 1 or 3? - <$100 Domain name Online registration – Years 2-10? Extras? crazydomains.com.au/ <$30 Trademark Name, $100 x class x 2, service & goods Platforms Facebook, Twitter, Wordpress, gmail, Google +, Linkedin group Optus’ “Think Bigger” and “Supersonic” campaigns misleading and deceptive