Thinking Sample: Software product naming project

 

Client:                            Maker of software tools for microchip                                         manufacturing

Assignment:                  Suggestions for name for a major new                                                   product

 

TO:                             ClientName

FROM:                       Brian Prioleau

DATE:                        2/10/05

WOW this was fun!  I could dig for a week on this and enjoy every minute of it.  However, I think I have developed a manageable set of recommendations that do the job.  Here they are with some explication, as per our discussion.

REAL WORDS

Isarno.

An archaic Celtic/Germanic word that means “holy metal.”   This evokes an almost magical description of a semiconductor, an inert slab with animate properties.  Somewhat obscure, but cool.

 

Periapsis

 In an elliptical orbit, a periapsis is the point of closest approach.  I like this because it evokes the “shortest distance between two points” capability of Tiger -- speed and efficiency, and therefore value.  At the same time, the evocation of an ellipsis also denotes wholeness, combining, the beginning and end of an orbital journey

 

Sextant

A sextant is a navigational device that uses the distance from the horizon of a celestial body (the sun, a star) in order to estimate latitude and longitude, and therefore position on the earth.  They were critical to the discovery of America, circumnavigation and sea trade, and they are still used today (by those who can’t afford a GPS!).  Nothing could better evoke being guided through a difficult process with assurance.  For English speakers, this is a very “comfort-inducing” word.  Negatives:  S-E-X.

 

Proteus

This one hits so many notes it’s scary.  It is a moon of Neptune.  Proteus was the son of Poseidon (the original Greek name of Neptune)  He could change shape at will (see “protean”) and predict the future (read “proven, no surprises”).  His “job” was to herd flocks of birds and other sea creatures (read “transistors”).  Space travel, flexibility (which is probably the strongest product benefit), predictability, organizing the difficult and unpredictable.  Scary apt.

 

MADE-UP WORDS

Amaraze

This one represents a nod to the technologists while being slyly subversive Amara’s Law is a “law” of technology that says “we tend to overestimate the value of a technology in the short run and underestimate its value in the long run.”  “Aze” is the Indo-European root that means “swift.”  Also conjures up “amaze.”  It’s one for the geeks, like me.

 

Prognaze

Combines “prognosticate,” which means predict, with that root word meaning swift.  Perhaps an excessively literal combination of the core attributes of the product, but then again it’s all there.  Negatives: Sounds like something made by Pfizer.

 

Synoptein.

This one combines ClientName with sunoptein, the archaic Greek word (root of synapsis) that means “to join together.”  Evokes the manufacturing process, the combining of several tools together that is the idea behind the product, as well as the company brand.  Could be strong.  Negatives:  sounds like the latest overpriced medication marketed on the CBS Evening News.

 

 

 

Thesaurathon

 

Speed:

Celerity                     Further

Dispatch                    Gallop

Accelerate                 Impel

Fleet                         Agility

Career                       Adroit(ness)

Expedite                    Presto

Apace

 

Predict, predictable, proven

Augur                       Preven (Mid. English)

Auspicate                  Blaze (to proclaim)

Vaticinate                 Prognosticate

Foretell                     Forespeak

Validated                  Canonical

Certain                      Stringent

 

Value:

Apprize                     Return

Esteem, estimable     Copacetic

Eminence                  Salubrious

 

Flexible

Flexile, flexus           Adaptable

Lithe                          Compliant

Protean

 

 

Interesting/relevant stuff:

Amara’s Law is a “law” of technology that says “we tend to overestimate the value of a technology in the short run and underestimate its value in the long run.”

 

Sunaptein: Greek word, means “to join together.”

 

  

Indo-European roots

These are “sounds” that form the building blocks of virtually all Western languages, as well as languages on the Indian subcontinent.  They are transliterations -- they were not originally in a Western alphabet and have been phonetically “translated.”  They are tools that can be bound together to form a word that evokes attributes  desired, since they are the foundation of many words in Latin, Greek, English, French, German, Urdu, etc.

 

For example, you could take the root “pleu” (to flow), add it to “flexile” (adjective form of flexible) and create the word Plexile, which evokes a flexible flow.  (Or, maybe, a ‘pleasant exile.’  Whatever.)

 

 NOTE: many, many names for modern pharmaceuticals are cobbled together from Indo-European roots, particularly Latinate and Greek roots.

 

Gighere –to beget

Dyeu – to shine

Kei – to set in motion

Sawel – the sun

Oku – swift

Peku – wealth, riches

Dheigh, dhe – to mold, shape, fashion

As, aze – to burn

Nave – the hub of a wheel

Kailo – whole, holy

Yewo – plant cultivation

Menegh – copious, many

Deru, dreu – firm, solid,

Aik – to be master of, possess

Ais – to desire

Al – beyond, to grow, nuture

Kel – to be prominent, hill

Pleu – to flow