Question 1

What are the key takeaways from Arielle Jackson's episode on Lenny's Podcast?

Accepted Answer

1. Names exist on a spectrum from descriptive to empty vessel - suggestive names that make sense when you hear what the company does tend to work best for early stage startups. 2. A bad name won't kill a good company - Disney and Volvo are proof that over time great companies imbue any name with meaning through consistent execution. 3. Your brand is who people think you are, developed through purpose (10-year north star), positioning (18-month frame), and personality (how you show up in the world). 4. The bar test validates your positioning - if you can't naturally say your benefit out loud while pretending to have drinks with your target customer, it's not ready. 5. Brand personality needs tension to be interesting - 'playful but not silly' tells people more than just 'playful' because it shows the boundary.

Question 2

What does Arielle Jackson say about naming and positioning?

Accepted Answer

"The positioning for Square Stand was for brick and mortar businesses, particularly quick serve coffee, donuts, sandwich shops. It was up against your ugly old point of sale, your cash register. The benefit was turn your iPad into a point of sale. The differentiator was one unified experience you'd be proud to have out on your counter." - Arielle Jackson "Seesaw is an iPad app that helps work from elementary school students go between teacher, parents and student. When I tell you what the company does, you're like, 'Oh, that makes sense.' But the name doesn't tell you exactly what it does. I tend to like names that are suggestive or evocative where the name makes sense when you hear the company." - Arielle Jackson "There's descriptive names like Internet Explorer, suggestive names like Chrome, evocative names like Seesaw and Maven, and then empty vessel or fanciful names. When you do your brainstorm, you want to think across all of them. My personal bias is I tend to like suggestive names." - Arielle Jackson

Question 3

What are Arielle Jackson's views on naming, positioning, branding?

Accepted Answer

Arielle Jackson: "The positioning for Square Stand was for brick and mortar businesses, particularly quick serve coffee, donuts, sandwich shops. It was up against your ugly old point of sale, your cash register. The benefit was turn your iPad into a point of sale. The differentiator was one unified experience you'd be proud to have out on your counter." Arielle Jackson: "Seesaw is an iPad app that helps work from elementary school students go between teacher, parents and student. When I tell you what the company does, you're like, 'Oh, that makes sense.' But the name doesn't tell you exactly what it does. I tend to like names that are suggestive or evocative where the name makes sense when you hear the company."

Arielle Jackson

The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)

TRANSCRIPT

Arielle Jackson

The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)

Arielle Jackson

The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)

TRANSCRIPT

Arielle Jackson

The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)