Empower Your Business Decisions with "Winning The Naming Game When You're Not First."

Master The Art Of Naming When You're Not First

The First Mover Advantage

In the world of branding, everyone remembers the first to market—the pioneer who breaks through with a new idea or product. But what about those who follow? The so-called "second-place brands" face unique challenges as they navigate the shadows of market leaders. Yet, with the right strategies, these brands can flourish, carving out their own space and even surpassing the competition.

Proven Strategies

Put into action proven strategies to turn your “second-place” position into an enviable advantage. Learn to:

Leverage your competitor’s strengths to carve out your unique niche.
Choose names that resonate deeply with your target audience.
Test and refine your name for maximum impact.

Outsmart The Leader

Whether you’re naming a new product, company, or service, this book gives you the tools and insights to win—no matter where you start. It’s not about being first. It’s about being unforgettable.

AMAZON 5-STAR REVIEWS

Healthcare Professional

Highly recommended read. Puts complex business and marketing strategies into practical and understandable concepts. Great for any entrepreneur or established business. Thought -provoking, insightful. - Dr, C.S.

Business Executive

Great book. Easy to read and so many great ideas. Thank you Mr Hoeppner for sharing your knowledge so we can have a better chance becoming winners. - S.M.

Senior Marketing Director

John Hoeppner’s Winning the Naming Game When You’re Not First: Smart Strategies for Second Place Brands is a must-read for marketers, entrepreneurs, and brand strategists seeking to carve out a distinctive identity in crowded markets. Drawing on over three decades of experience, Hoeppner combines practical wisdom with compelling case studies to illuminate how brands can rise above the competition—even when they aren’t the first to market.

What sets this book apart is its actionable advice. Hoeppner doesn’t just discuss theory; he provides tools and techniques to create names that resonate with consumers, amplify differentiation, and drive brand equity. Whether you're rebranding, launching a new product, or revitalizing a lagging brand, this book offers an essential roadmap for success.

The conversational tone and real-world examples make complex concepts accessible, while Hoeppner’s deep expertise ensures every chapter is packed with valuable insights. If your brand is facing the challenge of standing out, this book is the perfect starting point to transform second place into a strategic advantage. Highly recommended! - JPJ

About The Author

John Hoeppner

JOHN HOEPPNER is the founder of Brand Name Quest, the first and most experienced company dedicated to global brand name development and research. Recognized worldwide as a leading branding expert, John has received numerous professional honors, including five consecutive American Association of Marketing Edison New Product Awards, the Governor’s Award for Outstanding Industry Contributions, the N.A.M.A. Best of the Heartland Award, and more than 80 other marketing and communications awards.

John has lectured at several prestigious universities, including the Thunderbird School of Global Management, and has been a featured speaker at the International Trademark Association (INTA) and the American Marketing Association. He has served as a director of six organizations spanning business, education, and public service sectors.

With a diverse array of accomplishments, John was one of the founders of the metro Phoenix area community of Cave Creek, Arizona. He is also an award-winning artist and photographer, an all-conference track and field athlete, a world-class Polocrosse player, and a Senior Olympic Gold Medalist.

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Empower Your Business Decisions with "Winning The Naming Game When You're Not First."