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How to create a great brand name | Jonathan Bell

13251 ratings | 646803 views
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 TEDArchive presents previously unpublished talks from TED conferences.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 (336)
Benjamin Valko (4 hours ago)
If i ever have a brand it will be my last name
KootFloris (14 hours 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 (3 days ago)
Ok but how do I create a great band name?
Tyler Hanley (3 days ago)
Yehya Mougharbel (6 days ago)
Too many dad jokes.
jfkilk (6 days ago)
Oooh MouseRat!
Max (6 days ago)
Seems as if any C student could have made this presentation
udo dirkschneider (8 days ago)
2:19 there's only 1 lady there who shops at Ikea
CosmiCandy (8 days ago)
The Alpha bet is simply brilliant.
Pallvi Gautam (12 days ago)
Nice Video... You can take the help from this link also https://www.youtube.com/watch?v=xg2ygCywnd4
Alex Miller (13 days 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 (13 days 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 (13 days 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 (14 days ago)
This made it even harder to make a name.
Cameron (15 days ago)
Jesus Christ slow down
Aaron Squire (15 days 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 (15 days 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 (17 days ago)
One person Business here
Wolf. (18 days ago)
"Owning the .com doesn't matter as much these days" Bullshit
GraFikki! (19 days 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 (19 days ago)
My new brand name is *placeholder*
I want to make name for bussines company
trans hand (24 days ago)
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Siddharth Semwal (29 days ago)
whitesketchbook (29 days ago)
That was anticlimactic.
Efficient User (1 month ago)
Efficient user is my brand 😎
Nico (1 month ago)
"LEGO" doesnt mean play well in danish, it just is, "LEGO"
Jakab Ágó (1 month ago)
leave the "great" just brand name...
FMCG Academy (1 month 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 (1 month 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 (1 month ago)
That Swedish company needs to deal with their sh*t! That's not so good
fredrick davis (1 month ago)
Ted conference
Longdays609 (1 month ago)
Thank you Jonathan
Tattie . B (1 month 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 (1 month 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.
Seagull26 (2 months ago)
Nice vid
David Dietrich (2 months ago)
These categories are great, but it would add real value if he explained how to come up with a name.
lilburrellbaby (2 months ago)
Honestly.. just pick a name you like n build the brand
Prakash Agarwal (2 months ago)
How to make our own brand in our market
Kailash Saraswat (2 months ago)
please translate in Hindi from India
Toyhome .in (2 months ago)
Oscar Katwijk (2 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 (3 months ago)
How do you check if the brand you want it available?
ClickTime Agency (3 months ago)
That url is awesome!
Connie Mei Chan (3 months ago)
Love this talk! Is there a longer more in-depth version on creating brand ID ? Thank You 🍓
skills200 (3 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 (24 days ago)
What about "skills designs"?
MAHAMED ILBIR (3 months ago)
This is brillant
Ariful Islam pias (3 months ago)
Robert Njue (3 months ago)
The best so far. Thanks
T.R.H 123 (3 months ago)
Legend 🤝
Althaf Jalaldeen (4 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 (4 months ago)
So all u need to do to be a TED presenter is google a couple things
Ruoyang Xu (4 months ago)
Hulu is definitely not a ball used to store precious things in Chinese
Sanjeev Prabhu (4 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 😒
Alex Lushiku (4 months ago)
4:21 Isn't that actually really smart for toilet paper?
kin bro! (4 months ago)
5:23 glitch
Dave Kent (4 months ago)
Thanks for the help!
nice I start my new brand tailor birds it's fashion boutique thanks wonderful information
Simple Kinoactivites (4 months ago)
Never mind This
Shivwani Anand (4 months ago)
gave me such a new perspective!
mansyij Das (4 months ago)
roger federer 2028 spotted
farooq shaik (4 months ago)
2:15 *crickets chirping*
Bluey (4 months ago)
Is the moment where he says "Coca-Cola" glitchy for anyone else?
Quentin Wiley (4 months ago)
Waste of a Ted talk Lmao pick a brand name and go with it. It’s not about the name it’s about what you do with it.
jasiel delgado (29 days ago)
The psychology behind brand names is just as important. Just like a logo and just like an ad. Everything is carefully thought through From the amount of syllables to the shapes and colors and phonetics Especially true when keeping up with trends or creating the trend With your mentality your brand won't go beyond local Which is fine Most do and you and make huge money locally But that's not the big picture here Mr.wiley
Sanjeev Prabhu (4 months ago)
That's so true
Albator Dali (4 months ago)
Washington Redskins
terenteren teren (4 months ago)
Nice shoes.
José García (4 months ago)
2:19 there is a mistake, Pintereste is a composite logo because it comes from Pin and Interest, however excellent talk.
Szymon Żak (5 months ago)
Hey, I would assume that there may be something behind Rolex (e.g. Royal + Lex = Rolex).
Réllo (5 months ago)
Who else seen the glitch at 0:14?
farooq shaik (4 months ago)
I think he tripped and picked himself up but he is fast af
Robert Posters (5 months ago)
Does anybody have any social media channel for Jonathan to learn more? we are expanding to Sweden so we just want to ask what he think using ( weesco.com ) as a name in Sweden ?
iUpdateyou (5 months ago)
Stop bulling sweden. Vi är ett bra land som krossar er i VM :P
Gyaayu Sucks (5 months ago)
Why’s he bullying Sweden so damn much?
EatnTV (5 months ago)
Great talk. You can always try https://readymade.website/ if you are looking for an existing domain name.
Raven Dimensions (5 months ago)
Hearing the insecurity in this guys’ voice is 1 thing, seeing the comments roast him with facts is priceless
wan aizat (5 months ago)
Which one for PORNHUB?
InternetPhilia (7 days ago)
Suggestive because it's porn + hub (a hub to watch porn), just like facebook is face + book (a book from faces that stores your entire life for anyone to read)
CosmiCandy (8 days ago)
Idea + Emotion xD
nayem Islam (9 days ago)
Lucas ` (16 days ago)
ABC 123 (1 month ago)
wan aizat composite AND descriptive
The Horrible Channel (5 months ago)
There's a brand of light bulbs called "Osram", which in Polish is a verb meaning literally "I'll shit (on)"
Mike (5 months ago)
3:36 wtf that guy looks literally like that one porn star
Him G (5 months ago)
Did you see that glich
Josef Muller (6 months ago)
Would MEARERU be a good company name
Isaac Fardig (6 months ago)
Tesla is the unit for Magnetic Field... it’s not original.
The Blockchain Gamer (6 months ago)
Im trying to name my company and it annoys the crap outta me that almost every combination of name is taken.
Its a shallow presentation seeing a brand is about " words and alphabet.
craaaaavendale (6 months ago)
Two syllables -three if it's catchy
Phil Ad (6 months ago)
The title should be "What are types of brand names"
Joshua Muñoz (6 months ago)
the best website that helped me create a brand name and logo was logo joy. They even give you logo imagery to help assist with what your potential brand logo and name could look like. https://logojoy.grsm.io/JoshuaMunoz
Okiha Addict (6 months ago)
So basically, make a great product and succed :D
Matt Brew (6 months ago)
"I thought I've watched it already, because of the miniature" club here
David Gibbs (6 months ago)
PS.We have a coconut spread on sale in my local deli called SHITTO.I cannot bring myself to try it.
David Gibbs (6 months ago)
The best brand name in the universe is the Canadian chocolate called SHYTE.This is how the Scots pronounce shit.
natarel ly (5 months ago)
electroswing girl (6 months ago)
David Gibbs
Fat Mob (6 months ago)
checkout this link to get the perfect name for your businesshttps://www.squadhelp.com/r/1804991
Mervine Gowry (6 months ago)
So many great insights ! I've been binge watching your videos ! This a great video, I love it, keep up the great work ! I'm sorry in advance if this looks spammy, but I'm starting my channel this week about book reviews, check it out and let me know what you think, when you have some free times, I'd appreciate it so much ;) Keep reading, it's not ILLEGAL yet !
Adolfo Fernandez (7 months ago)
I also had a great help with this links: https://tinyurl.com/y775596s; https://tinyurl.com/y9d3bgno.
StruckOne (7 months ago)
Cinnamon Pumpkinpatch
William Hagerty (7 months ago)
U really want to own ur .com..... Alphabet is a weak example. Its the holding company.... Google wouldn't do business as Google.xyz
BladexZero12 (4 months ago)
Well, Google wouldn't use Google.xyz because its not clever. Alphabet using abc.xyz is clever because it all actually relates to the alphabet. If they were to stick with using Google, a much likelier example would be Goog.ol Its pronounced the same and its a play on words with the actual number, Googol (presumably what they named themselves after)
Salana Salamone Art (7 months ago)
great info
Everest Network (7 months ago)
Visita nuestra Web : https://noticiasbitcoin.io/
Wendy Noboa (7 months ago)
Great talk!!
Sam Regmi (7 months ago)
You dont need a great brand name, choose a brand name work hard and make that brand name great. -ME
md rakibul islam (7 months ago)
straight to the point
Lolana Kahale (7 months ago)
krapp toilet paper is actually brilliant name

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