Aug 18 • 1HR 23M

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

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Lenny Rachitsky interviews world-class product leaders and growth experts to uncover concrete, actionable, and tactical advice to help you build, launch, and grow your own product.
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What makes a great brand? After working at Google and Square, Arielle Jackson has spent the past eight years consulting startups on how to create powerful messaging that works. In this jam-packed episode, she shares how to pick a winning name for your company, create a brand purpose that excites your team and customers, and position your company and its products for success. You don’t want to miss this one!

Find the full transcript here:

Thank you to our wonderful sponsors for making this episode possible:

• Flatfile:

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Where to find Arielle Jackson:

• Twitter:

• LinkedIn:

• Maven:

Where to find Lenny:

• Newsletter:

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• Positioning Your Startup is Vital — Here’s How to Nail It:

• Three Moves Every Startup Founder Must Make to Build a Brand That Matters:

• What I Learned From Developing Branding for Airbnb, Dropbox and Thumbtack:

• Positioning: The Battle For Your Mind:

• Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life:

• The Vanishing Half:

• The Mother’s:

• Nik Sharma’s Weekly Newsletter:

• How I Built This:

• In Depth:

• Unseen Unknown:

• Luca:

• Encanto:

• Old Enough!:

• The Sociology of Business with Ana Andjelic:

• David Ogilvy:

• Rory Sutherland:

• Seth Godin:

• Nik Sharma:

In this episode, we cover:

[04:04] From making jewelry as a side hustle, to launching products for Square: Arielle's background

[12:32] What makes a good name for a product or a startup

[19:17] How to come up with a great name

[24:59] How to run a naming brainstorm for the best results

[31:09] Bad names and naming mistakes

[34:17] Arielle's Brand development framework and when founder's should implement it

[36:02] How do you know when brand development is completed?

[41:17] How long should branding take?

[42:42] How to build a brand purpose that ignites excitement

[48:51] Specific tactics for building your brand purpose

[51:12] How to master your positioning

[55:22] Why it's important to stay niche when you're mastering your positioning

[59:15] The process of positioning and Arielle's bar test

[1:02:38] How to build a brand personality using the five big brand descriptions

[1:07:39] Where to put brand and product positioning documents so they'll actually get used

[1:09:14] How startups can get PR

[1:14:49] When should you hire a marketer?

Production and marketing: