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Apple’s Brand Fanaticism

by | Feb 23, 2008 | Branding

Joshua Weinberg of Digital Life Consulting Group has a fascinating and thorough account of Apple’s product launch methodology. Well worth a read. I was struck by Apple’s laser focus on the smallest details and how much effort is put into maintaining...

The Trail of Broken Memes

by | Feb 20, 2008 | Naming

Sometime in the past few weeks, I read about an Intel processor platform codenamed “Skulltrail.” This bad boy has two quad-core microprocessors, resulting in a total of EIGHT processing engines running at 3.2GHz on a 1600Mhz system bus. The result?...

Dark Roots

by | Feb 13, 2008 | Naming

I’m always bemused by corporate America’s faith in Latin roots–as if these meanings are burned into customers’ DNA and, if people just thought about it (which they don’t), they’d get what their brand name means. Microsoft is just...

Learn to Speak Ikea Like a Native

by | Feb 5, 2008 | Naming

Today’s Guardian features a story that serves as a Rosetta stone unlocking the secrets of Ikea’s cryptic naming system. Sofas, coffee tables, bookshelves, media storage and doorknobs are named after places in Sweden (Klippan, Malmö); beds, wardrobes and...