| iPod. iMac. iPhoto. There’s no denying the cachet | | | | such a discussion has arisen leads one to realize |
| that Apple has built around an iconic range of | | | | something: Though name is only one ingredient in |
| products in the last decade. But if you’re Apple | | | | building a strong brand it can’t be ignored that |
| and you want your newest product to be construed | | | | name can convey not just simple messages, like the |
| as new, what do you name it? Maybe iPad | | | | name “Pad” being used to describe |
| wasn’t the best choice. | | | | Apple’s…well…pad-shaped product, but that a |
| Starting with the already belabored point, it comes as | | | | name can be important in conveying complex |
| no surprise (at least to many, if not the | | | | messages. |
| name-creating wizards at Apple) that when three | | | | To say the least, the iPad is full of impressive |
| quarters of the product’s name is comprised of | | | | technology. From the processor bringing more speed |
| “Pad,” some unwanted associations may be | | | | and better graphics with less power usage, to the |
| unavoidable. As the branding guru Michael Cronan | | | | large screen and slick OS, the iPad is interesting for |
| pointed out, “It’s always those kinds of | | | | sure. It’s a good piece of kit. But as questions |
| words that are suggestive of feminine | | | | are answered, they are raised just the same: No |
| menstruation”, and Stephen Colbert surmised | | | | camera? No multitasking? Do people want a ten inch |
| that the most likely alternative to the name | | | | computer that doesn’t have a keyboard? |
| “iPad” must have been the | | | | Shouldn’t it have Flash? Will it eat my lesser |
| “TamPod”, with “iPad” narrowly | | | | technological devices to sustain itself? |
| taking the win. This isn’t to say that poorly | | | | Maybe a name that imbued a sense of technological |
| chosen names haven’t cropped up before: it | | | | revolution, a sense of mystery, or a sense of |
| wasn’t long ago when you could stroll into Ford | | | | innovation would have been more appropriate then. |
| dealership and buy not only a Mustang or an Explorer, | | | | Given that much of the criticism directed towards |
| but also…a Probe. Try impressing girls at the bar by | | | | the iPad has been concerned with the notion that |
| telling them about your Probe in the parking lot. | | | | there’s really not much new, a name that could |
| Product names matter. Enough said. | | | | by itself suggest something new would sit better |
| To the point though: Does the name really matter? | | | | with the public. The iVolution. The iSexy. The |
| While some could see the benefit of the iPad’s | | | | iSmooth. Well, not say a better name is easy to |
| awkward naming for its unique ability to “enable | | | | come by, but given the resemblance just in name to |
| Twitter users to make the same joke over and over | | | | the ever-present... |
| and over again” as The Onion believes, what | | | | To read more about iPad brand, go to Sparxoo, a |
| amounts to a silly connection may just be that: the | | | | digital marketing, branding and business development |
| equivalent of technology tabloid fodder. Many belittle | | | | blog. |
| Apple’s nomenclature issues, but the fact that | | | | |