I worked as lead copywriter on several naming jobs for global telecoms brand O2, via London agency The Writer.
These included a virtual-reality rugby game for "Oculus Rift" - a brand partnership with the England rugby team, originally called "Game Face" - and O2's own short-lived video-messaging app.
For the former we offered a longlist of collaboratively assembled names, one of which was adapted for the end product:
For the video-messaging app I explored 32 suggestions across five different areas, drawing inspiration from the in-house team at the agency, as well as coming up with plenty of my own suggestions. The 5 areas we explored were:
1. Easy-peasy
2. Does what it says
3. Emotive
4. Fun to say
5. Short and sweet
Here's a sample:
To be honest, on most naming jobs I've worked on, I never found out whether any of the names I'd come up with ended up being used. (Often this would have been difficult, as the products wouldn't go to market for a long time after the conceptual work; and often they were being launched in other countries, or even in several other languages!) In this instance, a quick Google proved that one of my suggestions *was* actually used for the app. However, in the interest of full disclosure, I can't recall for certain whether this was one of my suggestions or came from the wider team's brainstorming. (And, as it happened, the app only ran for 6 months before it was discontinued!)
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