Tech Brands & Naming

Let’s play a game. Can you identify what the following items of tech hardware are?

  • Logitech H820E
  • Samsung QE85QN900B
  • Lenovo L27e-30

Baffling, isn’t it? The answers are headphones, TV, and monitor respectively.

Why can tech hardware names be so confusing? What is the meaning behind these strange amalgamations of letters and numbers that so many brands use? Is it a closely held secret that only the R&D teams are in on? Or perhaps it’s to make the products sound confusing and therefore tech-y?

Whatever the answer is, these names are not consumer-friendly and they can make shopping for products very difficult. For instance, I recently had to buy a new TV and was instantly put off by the wash of names that faced me, so ended up just picking at random! Not only could I not tell the difference between different brands, but I also couldn’t pull apart the ranges within one brand either. What is the difference between Samsung’s QE55Q65A, QE43QN90A, and UE55AU9000?

There are potentially multiple rewards for brands that are willing to break this trend. Alongside making the shopping and decision-making process easier for consumers and differentiating from other brands, you can also use naming to reinforce your brand’s positioning and brand equity.

Ultimate Ears is a great example of a tech brand that has done just that. They have named their range of speakers Hyperboom, Megaboom, Boom, and Wonderboom. Memorable, playful, distinctive, and simple to shop the range – a winning combination.

Now, I’m no naming guru, but here are some starter thoughts on how to get us away from the dreaded letters and numbers…

Headphones: how about a descriptive set of names that simply say what it is but in a unified, pithy way?

  • The big ones: over-ear headphones
  • The discrete ones: earbuds
  • The sporty ones: sports earbuds/headphones
  • The work ones: headsets that are best for making calls

Wearables/Sport Watches: or what about a more associative approach (with potential for fun comms worked in around each product)?

  • Cheetah: best for running
  • Shark: best for swimming/waterproof
  • Panda: for everyday use (and looking cute)
  • Albatross: for endurance training/walking, splashproof

Speakers: These are a bit more playful (a la Ultimate Ears)…

  • Boogie Big: a premium speaker with stereo sound
  • Boogie Baby: super portable, Bluetooth enabled smart speaker
  • Boogie Bubble: waterproof shower speaker

TVs: …or how about using primary use cases as inspiration – with a healthy dose of alliteration?

  • Atmosphere: high-quality speakers for cinematic experiences
  • Atlantis: enhanced depth perception for escaping into a game
  • Attenborough: sharpness to make documentaries as close to reality as possible

Those are by no means the winning formula, but can tech hardware brands challenge themselves to push the boat out, get more inventive, and leave the numbers and letters to the barcodes where they belong?

By: The Value Engineers

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