Product naming strategy
I don't have heaps of experience with product naming, so far. But an opportunity arose when I worked on a series of new mobile apps (a Microsoft Garage project).
I discovered, it’s not the creative bit that causes the problems (although that’s harder than it sounds). The problems happen at the beginning and at the end of the process. At the beginning people don’t think about what sort of name they need, or whether they even need a name. And at the end, people get really subjective about which name to pick.
And it’s often incredibly difficult to convince marketing and brand managers that their new thing doesn’t need a name. If it does, then where does it fit in the family of products or services? Is it a member of a family? Will it work as part of a group? Is it part of a system? Now and in the future?
Here are two examples of my naming strategy efforts.
I discovered, it’s not the creative bit that causes the problems (although that’s harder than it sounds). The problems happen at the beginning and at the end of the process. At the beginning people don’t think about what sort of name they need, or whether they even need a name. And at the end, people get really subjective about which name to pick.
And it’s often incredibly difficult to convince marketing and brand managers that their new thing doesn’t need a name. If it does, then where does it fit in the family of products or services? Is it a member of a family? Will it work as part of a group? Is it part of a system? Now and in the future?
Here are two examples of my naming strategy efforts.
| shiftr_naming_strategy.pptx |
| orion_naming_strategy.pptx |