Naming and Branding Agency

Posts from: August 2011

Focus Groups & Naming

We have always insisted that focus grouping names has a negative effect on the outcome. Our favorite Steve Jobs quote conveys the same idea in terms of product creation.

Via the May 25, 1998, issue of Business Week:

…it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them. That’s why a lot of people at Apple get paid a lot of money, because they’re supposed to be on top of these things.

It’s true, you either know what you’re doing or you don’t.

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Igor’s latest naming job, “Skin Flik”, launched today!

Why the name Skin Flik? Because they are skins that change color with a flick of your finger across their surface. There was a second reason…but memory fades…

Happily, they use no power whatsoever from your portable device. It’s true. Highly reflective LCD technology.

Why no “c” in Flik? We dropped the “c” to pull it away from the time-honored “Skin Flick” and create a unique brand name. Visually it was done for balance; to make both words 4 letters and get the ki-ik bookend thing happening between the two words. And of course to make it findable instantly on Google and not be blissfully buried beneath reels of “Skin Flicks”.

Currently available for iPod Touch, coming soon for iPhone. Check out all the designs at the Improv Electronics site.

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