We often judge a product by its cover. Product names matter. Yet many companies are at a loss as to what to name a product and why. It’s like picking the name for a child. Names matter. Products matter. Thus, names of products matter. Consequently, how companies name products is important. So the story of how I named the Kingston Wi-Drive might matter to you, especially if you are in the process of naming a product.
I named the Wi-Drive. Kingston hired me as a consultant to give their product an identity. Through a process of concepting and ideation, I gave Kingston’s product a name: “Wi-Drive.” The product’s picture is below:
So how did I do it? Stop. Not too fast. My process is a bit proprietary, but I will give you some tips that may help you name your product:
- Focus on product characteristics and attributes.
- Brainstorm. I mean really brainstorm. I came up with at least 100 names before I started to narrow things down.
- Use a whiteboard.
- Be creative.
- Let the customer help. In short: ask them what names they like.
- Remember that customers, not product managers, are often the best product managers–if you let them.
- Remember your target market.
- Listen. Ask.
- Narrow down names. Pick the top 10 and 5.
- Remember the products personality and function.
- Kevin Kostner in Dances With Wolves, actually danced with a wolf, thus the name.
- Check with a copyright lawyer–a good one. Make sure your name is not already taken.
- If you really want a great name, just hire me 🙂
So that’s the story of how the Kingston Wi-Drive got its name. It’s a flash drive and it’s wireless. Within a thirty foot radius, three people at one time can wirelessly access photos, music, videos, and data. The name makes sense and I trust it will make the storage lives of iPhone, iPad, Android , and PC users easier.
The other process details are a secret, but you get the idea. Now, go name that product…
For more information on the Kingston Wi-Drive, go to:
Stuart Atkins
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