What’s in a name?

Never has there been a more interesting challenge than creating a new brand identity when what lays in front of you is a greenfield opportunity. The cynicism in consumer electronics markets has never been more palpible.

Where are the technology brands that promise something, and then at once deliver that which is promised? That is the key though ain’t it? Experience matters, names follow. Google and Skype, possibly the two most successful brands in recent years. What about Bluetooth? Successful? Or perhaps a case of name it first — experience to follow? Certainly recognizable, but does the average consumer have any idea what it does? If you think so, ask your mom, or to be more fair to the target demographic, a friend who works in a non-technical field. Does he/she know?

About two months ago, my mom said to me, when faced with something she did not remember, “can’t you just Google it, and figure it out?” To which I replied, “WHAT? Do you even know what it means to ‘Google it’?” To which of course she replied, “No, but it seems like that’s what people are doing now.” Wonderful. Brand as verb. Brilliant.
But I digress… so the company I am working with is involved with new technology. Fun technology. It begs a name. Our customers are asking us for a name. Something to hang on their wares to let their consumers know they are using our fun technology, and so their customers should in turn, have fun with it. It should speak to quality, reliability, and ease of use. So what name do we choose? That is the current conversation. A fun one.

The cynics may wonder, does it matter anymore? Can it matter anymore?

I think so. Can’t wait. Stay tuned…