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

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

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

4. 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

5. 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

6. 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

7. 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

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

9. Name creation Facebook model Naming tips Made up name
4-5 letter industry word 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

10. 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

11. 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

12. 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