Does a product name matter? I sure think so. In my experience, a product name should be memorable and clear of baggage, and, if you are really good, it should tell a story. Here's how I approach naming a product to maximize success and limit downside.
Life is always changing but some part of the reptilian brain craves consistency, and we are (sometimes unconsciously) creating habits that can have two undesired effects. First, we can become resistant to change as it feels like the uncomfortable enemy forcing us to do something less certain and predictable. Second, we become less conscious as our subconscious brain takes over and performs on autopilot, so we therefore inject less creativity and inspiration in stale repetitive projects or tasks.
Let’s face it, necessity is the mother of invention. Often products are brought to market after being created first by an enthusiastic inventor type who only considers marketing or selling after finishing the prototype.
As a customer, I love these kinds of products due to their innocent creation story--born from their creator’s passion for making the previously unthinkable achievable.
But marketing finished products can be far more challenging than marketing products born through Lean Startup methodology where the business model has been proven. That said, life happens and great products deserve great marketing. Here are a few ideas on how to market products made before marketing was invited to the party and possibly catapult them to success.