“I joined Square. It was like a 140 people. We had no marketing function. We had a couple of marketing people. We had no product managers.”
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More from Arielle Jackson
Insight
Jackson: A Bad Name Will Not Hurt a Good Company
“I always say a good name is only going to help you, but a bad name won't hurt a good company.”
Arielle JacksonAug 18, 2022▶ 23:19The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)
Insight
Jackson: Startups No Longer Need an Exact .com Domain
“These days, like you don't necessarily need the.com square operated on square up for very, very long time. Lots of companies are operating on variants of a.com.”
Arielle JacksonAug 18, 2022▶ 21:29The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)
Insight
Jackson: Effective brand personalities require 'we are X, but not Y' rules
“Brands need tension to be interesting. So if you tell me like, we're helpful, we're nice, we're approachable. We're competent and we're reliable. Like you basically haven't told me anything because you just use three words to say one thing and two words to say…”
Arielle JacksonAug 18, 2022▶ 1:06:22The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)
Insight
Jackson: Great company names are evocative rather than descriptive
“And I personally tend to like those kinds of names that are suggestive or evocative, where when I tell you what the company does, you're like, oh, that makes sense. But it's not that what the name is tells you exactly what the company does.”
Arielle JacksonAug 18, 2022▶ 13:49The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)
Insight
Jackson: Empty vessel brand names require far more marketing effort
“My take on empty vessel names is they can be really memorable and they can be evocative of the emotion, but you have to do a lot more work marketing work over time to make it mean something.”
Arielle JacksonAug 18, 2022▶ 16:14The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)
Insight
Jackson: Product Positioning Must Precede Naming and Marketing
“I really believe that positioning dictates so much of your marketing and should always be the first thing you do.”
Arielle JacksonAug 18, 2022▶ 19:26The art of building legendary brands | Arielle Jackson (Google, Square, First Round Capital)
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