Applied Essato Naming
Applied Materials' solar panel manufacturing equipment includes the Essato family of circuit printing technologies. A new addition needed a name that harmonized with other names while distinguishing this particular product. Here's a typical first round, with lots and lots of choices to spur discussion.
Schwab Event Naming
Schwab hosts many events for investment advisors. This new one needed a name that would fit with other events while pointing out what it's about—professional leadership. This first-round draft is a good example of how I structure the selection process by creating a matrix of meanings to judge the possibilities against. "Ignite" won.
Soladigm Product Naming
This new product—actually a new market—is a technical glass that changes tints to manage glare and interior temperature. This presentation sets up the challenge to help the client make their choices. The project ran to many rounds, and ended up with the company choosing the very simple name "View".