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How to create a great brand name | Jonathan Bell

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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 TEDArchive presents previously unpublished talks from TED conferences.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.
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Text Comments (372)
Mr Ed (2 days ago)
Its not about the name its the product and building a company...did Apple really mean something when they started? I bet nothing. People gave it meaning after they got big.
Aiden Smith (3 days ago)
Coca co-oal
Sports Sidelined (6 days ago)
Damn that kid needs to stop stu stu stuttering 🤦‍♂️
Luiza Bell (1 day ago)
also, he isn't a kid.
Luiza Bell (1 day ago)
first of all, stuttering is a real medical condition and you making complete fun of it isn't ok. also, even if he doesn't have a condition, ppl get nervous and sometimes forget. don't you tell me that you've never gotten nervous on a stage smh shut up
Andrea Sirjon (8 days ago)
300 million is huge number I think this not accurate.
Rizwan Tariq (8 days ago)
amazon is the largest forest, not a river and Rolex stands for rotary excellence
Rizwan Tariq (14 hours ago)
+Luiza Bell keep ur hair on
Luiza Bell (1 day ago)
there is an amazon river in Brazil. next time you wanna hate on someone, try researching first kid.
Frédéric Gielen (8 days ago)
https://www.squadhelp.com/r/2359591 This is a great website for naming your brand and/or website, and even for designing a logo for your brand. You can create a contest where 100's of creatives can participate and give their most creative ideas, it's awesome! :)
Michael Chen (10 days ago)
eer... am I supposed to be able to create a world brand name with info from this 5 minutes video presentation? Come On - GET REAL!!!
Home Business University (13 days ago)
“Don’t worry about failure; you only have to be right once.” — Drew Houston, founder and CEO of Dropbox
dellort tog uoy (13 days ago)
cool, totally not a google advert...
AllmyHi5 (13 days ago)
How you creat a great brand name ? Create a business with a random name , make that business a multi milion $ business , and there you have it you have created a powerfull brand name You are welcome
jacky fulton (14 days ago)
If you need to achieve 100% branding, talk to our experts https://www.seowarriors.info/
DAREWIN (14 days ago)
Seedhi baat, no bakwas! (straight talking to point, no BS) well spoken..
Namaste UI (15 days ago)
The life of a business begins at the moment of conceptualization. At this point, a businessman should already have an abstract concept about what kind of business he or she will run. Once the company name is set, it is then formally ‘baptized’ by being registered as a business. Usually, the company name is also used as the trade name. Trade name registration is one of the most important first steps in starting a company and is needed for a successful trade license application. Anyways, read the below. This might help. https://www.namasteui.com/trade-name-registration-how-to-choose-a-company-name/ -- Regards, Sourav Basak Namaste UI
Cypurrpunk Music (16 days ago)
the most popular band names typically have 3-worded titles. fall out boy all time low twenty one pilots the list goes on
Oliver Dylan (20 days ago)
Lego does not mean "play well" in danish - that would be "leg godt".
Luiza Bell (1 day ago)
yeah-its almost the same thing. lego is short for leg godt because 'leg godt' would be harder for ppl to pronounce then 'lego'
Leonard R. (20 days ago)
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.
Aditya Addanki (20 days ago)
They butchered the slack logo!
Gavin Townsend (20 days ago)
I thought your delivery rushed.
Francis obligado (25 days ago)
Subscribe me?
Brian Vega (28 days ago)
Muy bueno
Brian Vega (28 days ago)
Obscure Terrain (1 month ago)
This had a lot of pragmatic advice!! Thanks!
Gabriel Dalposso (1 month ago)
Pleshette Robertson (1 month ago)
OUTSTANDING! So easy to understand! Loved the breakdown of the company logos - how you defined them and assigned them a label!
The Prasun Shakya (1 month ago)
Nice video
aasou (1 month ago)
This was sloppy.
Niki Barla (1 month ago)
Robert Paternoster (1 month ago)
clever video.
BoW Skittlez (1 month ago)
There's an error at 1:12. Those companies are initialisms not acronyms. NASA is an acronym. GE, BP, HSBC and KFC are initialisms
Zain Choudhry (1 month ago)
Hey all I'm a Manufacture of street wears, casual wears and sports wears. We provide free sampling with costom logo's and designs. If any body need our help to promote brands let us know. Whatsapp +923316606320
Cancelled Already (1 month ago)
Learn Mandarin at low cost: www.mandarinforsuccess.com
Harris Gent (1 month ago)
2:20 When the entire classroom is silent and you make a joke. The silent persists and the whole classroom is looking at you.
Leela Kumar Kondreddi (1 month ago)
Nescafé É Smart Coffee Maker and Travel Mug:https://amzn.to/2T0O2Gg Men's Electronic Rechargeable USB Cigarette Lighter Windproof and Flawless Cigar Lighter Watch (Black):https://amzn.to/2V0AIn0
James Smogonovich (2 months ago)
I cannot tell if he is a poor speaker, nervous or ill-prepared??
Luiza Bell (1 day ago)
Ike Dweck (2 months ago)
This is an interesting presentation. Crafting a brand name that embodies your company's image and values is difficult but essential.
Agniva Networks C (2 months ago)
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.
Mob_Abominator (2 months ago)
I have a question can't you use numbers ?
Mixed by Marc Mozart (2 months ago)
I misread “band name” and was full of hope.
Benjamin Valko (2 months ago)
If i ever have a brand it will be my last name
KootFloris (2 months ago)
He forgets to tell that just because names must lead to unclaimed url's, you have all those invented words. Otherwise BrandBuilder would do fine.
Luke Lyons (2 months ago)
Ok but how do I create a great band name?
Tyler Hanley (2 months ago)
Yehya Mougharbel (2 months ago)
Too many dad jokes.
jfkilk (2 months ago)
Oooh MouseRat!
Max (2 months ago)
Seems as if any C student could have made this presentation
Liam Dienemann (2 months ago)
2:19 there's only 1 lady there who shops at Ikea
CosmiCandy (2 months ago)
The Alpha bet is simply brilliant.
Pallvi Gautam (2 months ago)
Nice Video... You can take the help from this link also https://www.youtube.com/watch?v=xg2ygCywnd4
Alex Miller (2 months ago)
What the hell... anyone else thought this video sucked? This didn't help at all trying to find a good name for a company.
Justice Gemini (2 months ago)
Useless topic in my opinion What matters more is what you do; for example what the fuck does Amazon mean? What is the meaning of Google? What is Twitter huh? They’re just names Have an amazing service & people will remember you.
sam samee (2 months ago)
Buttt.. in many countries because of varied literacy levels.. huge successful brands are running despite of having very dull or close to no brand names at all.. its just how much importance does your target customer group gives to a brand name.. depends on local culture customs & social inequalities & other petty but important things
bob bob (2 months ago)
This made it even harder to make a name.
Cameron (2 months ago)
Jesus Christ slow down
Aaron Squire (2 months ago)
Very good speech, but it's pretty clear that he was either nervous, or he didn't remember his speech too well lol.
Ross Shafer (2 months ago)
I love this guy. Take a look at this story about how a high school teacher saved his job by re-branding his "shop class" https://www.youtube.com/watch?v=WguElPQ3hAI&t=61s
Smokingun Studious (2 months ago)
One person Business here
Wolf. (2 months ago)
"Owning the .com doesn't matter as much these days" Bullshit
GraFikki! (2 months ago)
Lego = Lege (play) in a new word. we Dane will say we will want to play. then it is called: vi vil lege.. ( so lego did remake lege into lego with there plastic toys )
Maxilimianmus (2 months ago)
My new brand name is *placeholder*
IISA MUHAMUD ABUKAR (2 months ago)
I want to make name for bussines company
trans hand (3 months ago)
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Siddharth Semwal (3 months ago)
whitesketchbook (3 months ago)
That was anticlimactic.
Efficient User (3 months ago)
Efficient user is my brand 😎
Nico (3 months ago)
"LEGO" doesnt mean play well in danish, it just is, "LEGO"
Jakab Ágó (3 months ago)
leave the "great" just brand name...
FMCG Academy (3 months ago)
In our experience simply create a great product or service that people want and the brand name will become great. A simple and easily understood name works best.
Amanda Dahlenlund (3 months ago)
The Swedish toilet paper company is called Edet, kräpp is translated to crêpe(the fabric) Haven’t seen that packaging before, sounds funny though 😅
sizwe mbokazi (3 months ago)
That Swedish company needs to deal with their sh*t! That's not so good
fredrick davis (3 months ago)
Ted conference
Longdays609 (3 months ago)
Thank you Jonathan
Tattie . B (3 months ago)
Kinda disappointed as I thought the video was about how to make a band name. Although I still watched the vid and it was really interesting.
Nick Withford (3 months ago)
I feel like a great brand makes it's name great. Anyone can call their kid Steve Jobs, but that won't make them change the world.
TDOTSE1 (2 months ago)
Haha I love this example
Seagull26 (4 months ago)
Nice vid
David Dietrich (4 months ago)
These categories are great, but it would add real value if he explained how to come up with a name.
lilburrellbaby (4 months ago)
Honestly.. just pick a name you like n build the brand
Prakash Agarwal (4 months ago)
How to make our own brand in our market
Kailash Saraswat (4 months ago)
please translate in Hindi from India
Toyhome .in (4 months ago)
Tango Theo (5 months ago)
Little advice on 'how to create the perfect icon for a youtube video' : don't make the bottom bar red because it will look like you already seen the video ...
Kim Souza (5 months ago)
How do you check if the brand you want it available?
ClickTime Agency (5 months ago)
That url is awesome!
Connie Mei Chan (5 months ago)
Love this talk! Is there a longer more in-depth version on creating brand ID ? Thank You 🍓
skills200 (5 months ago)
Need help with my new company name. It is a graphic design firm that creates logos. Need something short and snappy (no more that 3 syllables). Can be nonsense or be related to design and graphic design. Any ideas?
Umair (3 months ago)
What about "skills designs"?
MAHAMED ILBIR (5 months ago)
This is brillant
Ariful Islam pias (5 months ago)
Robert Njue (6 months ago)
The best so far. Thanks
T.R.H 123 (6 months ago)
Legend 🤝
Althaf Jalaldeen (6 months ago)
www.tripsotic.com and www.tripsotica.com website domains are up for sale.. these have the potential to be good website and app names for travel based business ideas 💡
C S (6 months ago)
So all u need to do to be a TED presenter is google a couple things
Ruoyang Xu (6 months ago)
Hulu is definitely not a ball used to store precious things in Chinese
Sanjeev Prabhu (6 months ago)
99% of the things he spoke is literally bullshit, please don't listen to this. There is a reason why its in archive. TED should have deleted this video in the first place 😒
Martin Mooz (1 day ago)
really? Plz explain
mrdeni kub (1 month ago)
but then TED decided to monetize it instead so here it is
Hamaa7 (1 month ago)
Can you do what he did?
Alex Lushiku (6 months ago)
4:21 Isn't that actually really smart for toilet paper?
kin bro! (6 months ago)
5:23 glitch
Dave Kent (6 months ago)
Thanks for the help!
ayurveda international ayurveda (6 months ago)
nice I start my new brand tailor birds it's fashion boutique thanks wonderful information
Simple Kinoactivites (6 months ago)
Never mind This
Shivwani Anand (6 months ago)
gave me such a new perspective!
mansyij Das (6 months ago)
roger federer 2028 spotted
farooq shaik (6 months ago)
2:15 *crickets chirping*
Bluey (6 months ago)
Is the moment where he says "Coca-Cola" glitchy for anyone else?