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What’s in a name?

by | Nov 28, 2011

Great Company and Product Names – yeah, we’ve got that…

In a previous column, I explained how Snowbound Software got its name – founded in a heavy snowstorm in the winter of 1996. Branding, after all, is a high priority of marketers. But, what about the naming process intrigues us so?

When I worked for an advertising agency a couple of decades ago, during new product launches, the first thing clients would ask me is, ‘what are we going to call it?’ Naming a new product or service, while important, can be a double-edged sword. It’s not the most important step early in the creative process, but for copywriters like me, it can help define the direction of the copy and campaign.

Snowbound Software is one of those great names that marketers strive for; memorable and alliterative, but not descriptive of what the products and services do, leaving you wide open to a great variety of creative directions. The downside of course, is that while people may remember your creative non-descriptive name, they may not remember what your wares are or what they accomplish.

Our product and service names display a variety of naming conventions; from the alliteration of ‘VirtualViewer’ our document and image viewer to the rhyming of ‘RasterMaster’ our document viewing and image conversion SDK. ‘SnowBatch’ on the other hand, plays upon the connection to our company name – this is our batch file conversion application.

Company and product naming is a critical part of the branding process, and if done well, distinguish your firm and its offerings from others in the marketplace. They also provide legal protection so that no one else may acquire your successful brand, and also hopefully appeal to your audience. The best brands encourage consumers to purchase and help create customer loyalty. We’ve been doing this for over fifteen years and many of our customers have been with us since day one – so far, so good!

We’re Snowbound Software – how can we help you?