Brand naming in Silicon Valley is convoluted

By Dominik Bosnjak

July 24, 2017

Catchword quoted about company naming in Android HeadlinesSilicon Valley puts an incredible amount of thought into naming their products and services, and is especially careful when it comes to naming new brands, subsidiaries, or start-ups.The story of how Google got its name is well-established in the industry nowadays, with Larry Page reportedly being fascinated with googol, a number consisting of one and a hundred zeros, and ultimately deciding for a play on that word as the name for his Internet search company.

The industry changed a lot since the mid-’90s and entrepreneurs now hire experts to come up with unique names for their companies and products that they believe do a good job of reflecting both their offerings and actual values; experts like Operative Words, an Oakland, California-based naming company whose COO Anthony Shore personally named everything from Qualcomm’s Snapdragon system-on-chip (SoC) lineup to Samsung’s Instinct phone and a number of Fitbit-made wearables like the Blaze and Surge. …

…Depending on the project, hiring a team of independent naming experts can cost between $6,000 to over $100,000, as recently revealed by Catchword Branding’s Creative Director Maria Cypher….

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Silicon Valley puts an incredible amount of thought into naming their products and services, and is especially careful when it comes to naming new brands, subsidiaries, or start-ups.

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