iPhone iPod Plus

Develop the characteristics of a great product or service – is only half the work required to achieve success in the market. A major challenge is to come up with the correct name, which would be unique, easy to remember, but it did not possess defiant and screaming character. Much depends on the product positioning and target consumer groups, but as a rule the so-called naming, which is part of branding, suggests the involvement of an increasing number of clients. Technology companies are no exception. Manufacturers of iPod, BlackBerry, Firefox, Twitter, Windows 7, ThinkPad, Android, Wikipedia, Mac OS X and Red Hat Linux had enough share of marketing ingenuity, practicality, and insight, which gave them names. Intriguing, surprising, and sometimes mediocre history of the emergence of
many familiar phrases.

During the development of mp3-player Apple, Steve Jobs (Steve Jobs) described the company’s strategy: Mac must be the center, home to other devices. Contract copywriter Vinnie Chico, who was hired to help create a marketing strategy for the gadget before its debut in 2001, focused on this idea. He sought inspiration in diverse fields, until he came to the concept of a spaceship. A person can leave it, but sooner or later will be forced to return. “Naked” plastic front panel of the prototype has added the final element: pod (born “cocoon”, “detachable compartment”). It remains to add the “i”, and communication with the iMac was ready.

2. BlackBerry

Canadian company Research in Motion appealed in 2001, Lexicon Branding for help in choosing names for new wireless devices with e-mail. Consultants had withdrawn from the word “e-mail”, which, as research has shown, can cause nasty sensitization reaction. It required the association with a source of joy, satisfaction and harmony. Once someone saw a connection between the miniature buttons, and a handful of beans, Lexicon Branding team began to consider the various “vegetable” variants associated with strawberries, melon and other plants until it stopped on the word “blackberry” ( “blackberry”), the first part which refers to the color of the device.