HomeОбразованиеRelated VideosMore From: TED Archive

How to create a great brand name | Jonathan Bell

11727 ratings | 582627 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 TEDArchive presents previously unpublished talks from TED conferences.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.
Html code for embedding videos on your blog
Text Comments (300)
Siddharth Semwal (1 day ago)
whitesketchbook (2 days ago)
That was anticlimactic.
Efficient User (3 days ago)
Efficient user is my brand 😎
Nico (5 days ago)
"LEGO" doesnt mean play well in danish, it just is, "LEGO"
Jakab Ágó (5 days ago)
leave the "great" just brand name...
FMCG Academy (8 days 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 (9 days 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 (10 days ago)
That Swedish company needs to deal with their sh*t! That's not so good
fredrick davis (17 days ago)
Ted conference
Longdays609 (21 days ago)
Thank you Jonathan
Tattie . B (21 days 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 (22 days 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 (1 month ago)
Nice vid
David Dietrich (1 month ago)
These categories are great, but it would add real value if he explained how to come up with a name.
lilburrellbaby (1 month ago)
Honestly.. just pick a name you like n build the brand
Prakash Agarwal (1 month ago)
How to make our own brand in our market
Kailash Saraswat (1 month ago)
please translate in Hindi from India
Toyhome .in (1 month ago)
Oscar Katwijk (1 month 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 (2 months ago)
How do you check if the brand you want it available?
Click Time (2 months ago)
That url is awesome!
Connie Mei Chan (2 months ago)
Love this talk! Is there a longer more in-depth version on creating brand ID ? Thank You 🍓
skills200 (2 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?
MAHAMED ILBIR (2 months ago)
This is brillant
Ariful Islam pias (2 months ago)
Robert Njue (2 months ago)
The best so far. Thanks
T.R.H 123 (3 months ago)
Legend 🤝
Althaf Jalaldeen (3 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 (3 months ago)
So all u need to do to be a TED presenter is google a couple things
Ruoyang Xu (3 months ago)
Hulu is definitely not a ball used to store precious things in Chinese
Sanjeev Prabhu (3 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 (3 months ago)
4:21 Isn't that actually really smart for toilet paper?
kin bro! (3 months ago)
5:23 glitch
Dave Kent (3 months ago)
Thanks for the help!
nice I start my new brand tailor birds it's fashion boutique thanks wonderful information
Simple Kinoactivites (3 months ago)
Never mind This
Shivwani Anand (3 months ago)
gave me such a new perspective!
mansyij Das (3 months ago)
roger federer 2028 spotted
farooq shaik (3 months ago)
2:15 *crickets chirping*
Bluey (3 months ago)
Is the moment where he says "Coca-Cola" glitchy for anyone else?
Quentin Wiley (3 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 (2 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 (3 months ago)
That's so true
Albator Dali (3 months ago)
Washington Redskins
terenteren teren (3 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 (4 months ago)
Hey, I would assume that there may be something behind Rolex (e.g. Royal + Lex = Rolex).
Réllo (4 months ago)
Who else seen the glitch at 0:14?
farooq shaik (3 months ago)
I think he tripped and picked himself up but he is fast af
Robert Posters (4 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 (4 months ago)
Stop bulling sweden. Vi är ett bra land som krossar er i VM :P
Gyaayu Sucks (4 months ago)
Why’s he bullying Sweden so damn much?
EatnTV (4 months ago)
Great talk. You can always try https://readymade.website/ if you are looking for an existing domain name.
Raven Dimensions (4 months ago)
Hearing the insecurity in this guys’ voice is 1 thing, seeing the comments roast him with facts is priceless
wan aizat (4 months ago)
Which one for PORNHUB?
ABC 123 (3 days ago)
wan aizat composite AND descriptive
Max's Memes (2 months ago)
yeh, that AND composite. its PORN and HUB. lol.
Jayden L (3 months ago)
wan aizat I think thats the 1st one, like The Home Depot and American Airlines
The Horrible Channel (4 months ago)
There's a brand of light bulbs called "Osram", which in Polish is a verb meaning literally "I'll shit (on)"
Mike (4 months ago)
3:36 wtf that guy looks literally like that one porn star
Him G (5 months ago)
Did you see that glich
PR Media (5 months ago)
If you are feeling demotivated with your business and looking for some motivation for your business watch this- https://youtu.be/MjWZJKElK40
Josef Muller (5 months ago)
Would MEARERU be a good company name
Isaac Fardig (5 months ago)
Tesla is the unit for Magnetic Field... it’s not original.
The Blockchain Gamer (5 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 (5 months ago)
Two syllables -three if it's catchy
Phil Ad (5 months ago)
The title should be "What are types of brand names"
Joshua Munoz (5 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 (5 months ago)
So basically, make a great product and succed :D
Matt Brew (5 months ago)
"I thought I've watched it already, because of the miniature" club here
David Gibbs (5 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 (5 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 (5 months ago)
David Gibbs
Fat Mob (5 months ago)
checkout this link to get the perfect name for your businesshttps://www.squadhelp.com/r/1804991
SumItUp (5 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 (6 months ago)
I also had a great help with this links: https://tinyurl.com/y775596s; https://tinyurl.com/y9d3bgno.
StruckOne (6 months ago)
Cinnamon Pumpkinpatch
William Hagerty (6 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 (3 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 (6 months ago)
great info
Everest Network (6 months ago)
Visita nuestra Web : https://noticiasbitcoin.io/
Wendy Noboa (6 months ago)
Great talk!!
Sam Regmi (6 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 (6 months ago)
straight to the point
Lolana Kahale (6 months ago)
krapp toilet paper is actually brilliant name
John Greene (6 months ago)
This is often where these Ted talks fall down, the "paradox of complexity" is evident and the resulting presentation does not achieve its aim. The talk does not address how to create "a great" or "lasting" brand name. The content is derivative of the, there 100 blog postings from cluless amateur marketers that churn out the same points made in this presentation. The example anecdotes given to support implied strategy are just anecdotes they dont prove that a particuloar strategy is effective. For every example given to support a strategy there are a dozen other examples that contradict the conclusions. Reflecting on this I suspect Jonathan was asked at the last minute to throw something together on this topic. I'm sure if he had to give this talk again he would either change the title or change the content.
SURLOOKMEDIA (6 months ago)
i'd happily buy Edet KRAPP ;)
FKH 04 (6 months ago)
I could have made this presenetation
Ariful M. (6 months ago)
Don't agree completely that owning dot com url doesn't matter. It matters huge. By giving example of Google and Alphabet.com is not quite real as Alphabet.com is owned by BMW and they are not interested to sell it. If it was owned by an average person Google would have bought already. As your business is not as large as Google / Alphabet you should try to secure dot com url if you can when you are creating a brand for your company. Last thing you would want is another company / brand with same name of yours has dot com url. Lot's of company later move to dot com url even though they started with a different url. That move costs huge money as the company is already known and established.
Jetty Prudhvi (7 months ago)
my brand name will be NAME.
Charlie Welsh (2 months ago)
The Blockchain Gamer name.com is taken... by a domain registrar.
The Blockchain Gamer (5 months ago)
god luck finding a domain for it
Biju Kp (7 months ago)
Min H. OO (7 months ago)
Thank you for sharing us some ideas you have.
akes nov (7 months ago)
Sebastian (7 months ago)
Lol. The Kodack is names after and founded by the person that revolutionised cameras
Jordan Thomas (6 months ago)
no it isn't, it was created by George Eastman and Henry Strong
GoinMLG (7 months ago)
But kleenex is tissue in French
H_d_ Z (7 months ago)
0:18 at first I thought he said one plus( phone maker)
blazedxjan (7 months ago)
Here's my power point. Goodbye.
MeowLynx (7 months ago)
LEGO Means "To put together" in latin, jesus.
Jordan Thomas (6 months ago)
why does everyone in this comments section think that this guy would waltze up and make a speech without doing any prior research. So many people tried to call out things that are wrong but everyone here has been wrong. Source to show the guy was right.. https://web.archive.org/web/20101024060020/http://aboutus.lego.com/en-us/factsfigures/timeline1930.aspx
Ahamad Anees (7 months ago)
Informative and straight forward. He sounds nervous.
FONG (7 months ago)
Amazon also has an arrow going from a to z, showing they have many products, enough for them to have more than one for each letter
FONG (7 months ago)
2:15 *Curb your enthusiasm theme plays*
farooq shaik (3 months ago)
funniest part of the video
We Should (7 months ago)
Alphabet Inc is the official corporate parent name of Google...
Stephanie Paris (7 months ago)
What if your surname is a city?
cc8277 (7 months ago)
Why is "Non-English" a category? We could have around 7000 more categories if we follow this logic: https://www.google.ro/search?q=how+many+languages+are+there+in+the+world&ie=utf-8&oe=utf-8&client=firefox-b-ab&gws_rd=cr&dcr=0&ei=_06uWq3aHsrbwQL93r3wAg
plainpawesome (7 months ago)
Best brand names don't describe but Stand for a big idea? Don't wanna be this guy but this slide is making me pause as it is making me lose faith in the speaker. Nike is a derivative of Athena Nike the Greek goddess of victory. It's not a word to us western folk but apple, Google and GoPro are also words with meaning or derivatives which he actually explains in almost the same breath. Then he explains why alphabet is a good name... It's a word - one that has existed before the brand. Seems that as long as you have over 15 years of brand marketing money behind a word or label, that's what makes a great brand name... 10 years ago the slide would include ebay, yahoo, and AOL. Money makes a good brand name.
Wolkify (8 months ago)
Youtube keeps pushing this video on me, so fine, I'll watch it! 😀 I wonder what I have to do to get my own videos promoted that much...
Agung Adi (8 months ago)
it's BMW (be em we), not bi em dabelyu
wan aizat (4 months ago)
Roi5 (5 months ago)
It´s leviosa, not leviosá
Agung Adi (5 months ago)
MoMoney MoProblems (5 months ago)
Really? Are you sure it's not just the how the letters are pronounced in English, etc? Not being a dick. Really asking.
SnoopyDoo (6 months ago)
It's actually pronounced "bay em way" in German.

Would you like to comment?

Join YouTube for a free account, or sign in if you are already a member.