November 16, 2007
What’s in a name? Fueling Innovation for Future Growth.
“A brand name is more than a word. It is the beginning of a conversation.” – Lexicon
When I was first introduced to Open Kernel Labs, the word that most intrigued me was Labs.
In branding, there are different ways to create a company name - the core of a firm’s brand identity. Organizations work to create a phrase or a word that is both memorable and distinctive.
A name can be descriptive of what a company does, such as The Walking Company (walking shoes). Or a name can be created by combining words or parts of words as in the case of Accenture (combining the words “accent on the future”). Wikipedia is another example of combining words to create a name that has become instantly recognizable in just a few years.
I was immediately drawn to the word Labs because it brings to mind several positive smart associations: exploration, innovation, think-tank, smart people, scientists, experimentation, design for the future, visionary, technology breakthroughs, to name a few.
My first word association with Labs is Research. Research is a foundation attribute that attracted me to Open Kernel Labs; research addresses the future. The team of researchers that is dedicated to the product pipeline inspires the chain reaction of engineering development, product marketing, and community development within OK Labs, enabling us to plan for the future. This is where the dialogue begins.
Marti Konstant
For further discussion on the importance of naming strategies, Does a Name Really Matter? provides a provocative example in the scientific realm of the importance of a name.
Posted by Marti Konstant on November 16 at 08:24 AM
About Marti Konstant:
Marti Konstant, Vice President of Marketing, leads the brand building effort and is responsible for corporate and product marketing. Marti has always been passionate about technology and loves working in a space where she can combine her creative talents with her love of technology. Marti is currently training for another marathon, which keeps her in such great shape that you would never know she uses lunch breaks to search for the ultimate chocolate-chip cookie.
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