Archive | How to name things

Naming companies, products and services is hard. Really hard! These articles will help you with first-hand experience and valuable lessons from the real world.

Is it a bird, is it a plane, is it a “Flight service professional”?

In the latest affront to plain speaking, DayJet, has renamed its pilots “Flight service professionals,” according to Aviation Week and Space Technology (“Gearing up for launch, AWST July 2, 2007). Where will it end? Instead of brain surgeons we’ll have Cranial Re-engineering Specialists and instead of astronauts perhaps we’ll get Earth Services Representative. As a […]

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Clive James on “The name-changing fidgets”

I just listened to an insightful, acute and funny radio show by legendary writer Clive James. He attacks companies that change their names and the verbal gymnastics they go through to come up with new words. Here’s a snippet: Such changes of name were once made by freshly appointed executives who wanted to announce their […]

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Stupid product names III

I saw an interesting article posted about the “G’zOne,” a new phone possibly from Casio on the great Strategic Name Development Blog. The author, William Lozito, says that the name “left most consumers scratching their heads.” Not really surprising. Some good examples of technology names: Mac, iPod, Windows, Razr. It may be difficult to come […]

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