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Product naming conventions

Lesson 5 of 10 in Verbal identity.

Lesson

A convention decides future names in advance, which is its whole purpose. Without one, each product gets named by whoever launched it, and after four years the range is a museum of different naming philosophies with no relationship between them.

Names on a line from describing the thing to meaning nothing at all.

An upper shelf of boxes with mismatched tag shapes sits under a cross, and a lower shelf with matching tags carrying one to six dots sits under a tick, the last tag's dots spilling off the edge. — One shelf of products has tags in every style, and the other uses one tag with a growing row of dots. A naming convention decides future names before anyone argues about them.

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Question 1, locked
A company using alphanumeric names launches a better product that sits below an existing number. What breaks?
- The new product cannot be protected, because numbers are unprotectable
- Buyers comparing specifications lose the ability to trade up within the range
- The numbers stop meaning the same thing, and you end up with a name like the 3 Series Plus Max
- The range has to switch to descriptive names, since alphanumeric suits only cars and cameras
Question 2, locked
Which of these words means this? “The rule deciding what a new product will be called before it exists.”
- This not that
- Empty state
- Community management
- Naming convention
Question 3, locked
Which of these words means this? “The product says what it is. Cheap, clear, unprotectable.”
- Lexicon
- Descriptor
- Descriptive naming
- Back of pack copy

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