Coming up with a great technology product or service is only half the battle these days. Creating a name for said product that is at once cool but not too cool or exclusionary, marketable to both early adopters and a broader audience, and, of course, isn't already in use and protected by various trademarks and copyright laws is difficult--to say the least.
The makers of these 10 tech products--the iPod, BlackBerry, Firefox, Twitter, Windows 7, ThinkPad, Android, Wikipedia, Mac OS X and the "Big Cats," and Red Hat Linux--all have displayed certain amounts marketing savvy, common sense and fun-loving spirit in settling on their products' names. Here are the intriguing, surprising and sometimes predictable accounts of their creation.
During Apple's MP3 player development, Steve Jobs spoke of Apple's strategy: the Mac as a hub to other gadgets. Vinnie Chieco, a freelance copywriter Apple hired to help name the gadget before its debut in 2001, fixed on that idea, according to Wired. He brainstormed hubs of all kinds, eventually coming to the concept of a spaceship. You could leave it, but you'd have to return to refuel. The stark plastic front of the prototype inspired the final connection: pod, a la 2001. Add an "i" and the connection to the iMac was complete.
BlackBerry: Sweet Addictiveness
Canada's Research in Motion called on Lexicon Branding to help name its new wireless e-mail device in 2001. The consultancy pushed RIM founders away from the word "e-mail," which research shows can raise blood pressure. Instead, they looked for a name that would evoke joy and somehow give feelings of peace. After someone made the connection that the small buttons on the device resembled a bunch of seeds, Lexicon's team explored names like strawberry, melon and various vegetables before settling on blackberry--a word both pleasing and which evoked the black color of the device.
Firefox: Second Time's a Charm
Choosing a name that evokes a product's essence and is available can be quite complicated, as the Mozilla folks found out. The early version of Mozilla's browser was called Firebird, but due to another open-source project with the same name, the Mozilla elders renamed their browser Firefox, which is another name for red panda. Why? "It's easy to remember. It sounds good. It's unique. We like it," they said. Best of all? Nobody else was using it.
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