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Your Product Names Suck

Simon Barker
8/29/2013 07:15 AM EDT

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Peter Clarke
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Most of the good names are trademarked
Peter Clarke   8/29/2013 8:54:13 AM
One thing you have overlooked is that most of the good names are in use and often heavily trademarked.

It might be hard for Sony to use "Glass" when Google is using Glass for its head-up display.

This reduces most companies to choosing between a part-number type SKU or a compound nonsense word such as Impetuum or Magnirium

After that they have to hope that the goodness of the product and marketing dollars can make that name or part number resonate with the consumers.

But I agree the identification of flat screen TVs is confusing.

 

Caleb Kraft
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yes!
Caleb Kraft   8/29/2013 9:50:14 AM
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I have had this conversation over and over and over with friends. Some companies simply don't get it. Sony and Samsung are particularly bad about this. Toshiba did this with their laptop lineup, sure they may say satellite, but there are 700 variations under that name.

Word of mouth is a strong force and if people can't recommend your product even when they want to, you're doing it wrong.

SimonBarker
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Re: yes!
SimonBarker   8/29/2013 10:01:03 AM
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Totally, word of mouth is the cheapest (and best) form of marketing so if people can't remember what it's called  - it isn't going to get passed around. Also, it makes things sound really technical and complicated when really people just want "The best TV $800 can buy".

SimonBarker
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Re: Most of the good names are trademarked
SimonBarker   8/29/2013 10:05:18 AM
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At the risk of being pedantic the HMZ-T1 came out in 2011 so I'm sure Sony could have trademarked "Glass" it if they wanted when they went in to the design phase. Anyway, Sony Immerse would have been pretty good too.

junko.yoshida
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product brand and product number
junko.yoshida   8/29/2013 10:41:36 AM
Simon, I think there is a little confusion in this argument. There are product "names," and there are product "number" in many CE devices.

For example, Sony's latest series of Android-based smartphones are known as "Xperia." That's a product name consumers refer to when they recommend Sony's phone to their friends.

Now, when it comes to Xperica M, L, E, T, ZL, ZR, i have no idea what logics Sony used to attach those alphabets.

So, if you are agument is about making it more logical to those numbering systems, by all means, yes, they should.

But to an extent, many CE vendors are now coming up with specific product names for specific product categories to establish branding -- beyond the company's name, such as Sony.

SimonBarker
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Re: product brand and product number
SimonBarker   8/29/2013 11:00:08 AM
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To me (and the general public) the name is the whole thing that relates to their product ie Xperia M or Xperia L etc. My point is a:do we really need 6 versions of the Xperia (beating in mind that they have other ranges of phone) and b: if you must then atleast give the customer a context or framework that makes those numbers and letters releavant to them. 

 

Something simple like Xperia Lite, Xperia Pro, Xperia Photo, Xperia Media, Xperia Family etc. These are somewhat naff but I know where I fall in that range.

junko.yoshida
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Re: product brand and product number
junko.yoshida   8/29/2013 11:15:43 AM
Your points are well taken, simon. I get that.

To your question a: do we really need 6 versions of the Xperia?

Yes. Having worked at a CE company for a while, I do know that the name of the game for many CE venodrs -- until Apple came along -- for decades was to roll out as many variations as possible of essnetially the same product to meet different customers' tastes.

No respetable CE vendors just launched one model like Apple did with iPhone. They made insignificant tweaks for every product, gave different product number and sold it.

But things may be changing now...

 

 

Caleb Kraft
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Re: product brand and product number
Caleb Kraft   8/29/2013 11:18:21 AM
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those aren't bad names. I mean I immediately know I could at least remember them! As I'm typing this I can't even remember the list Junko put out.

SimonBarker
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Re: product brand and product number
SimonBarker   8/29/2013 11:19:07 AM
Given that many big name CE firms are not overly profitable (as a result of too wide, shallow product ranges I would argue) I think you're right, they will start to go down the Apple route - given how profitable they are with their current model.

rick merritt
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Re: product brand and product number
rick merritt   8/29/2013 11:27:02 AM
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Hilarius and too painfully true!

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