Feeds

Naming the Palm Prē: Strategy Boutique OD's on joss-sticks

'Fluid alliteration' to the sound of whalesong

The Power of One Brief: Top reasons to choose HP BladeSystem

We're sure you were all wondering just how Palm came up with the paradigm-busting name for its much-anticipated, iPhone-annihilating Prē smartphone. The answer is it didn't - it asked a Strategy Boutique to do it.

Cue the heady fug of joss-sticks and the sound of whalesong - in this at Catchword.

Here are a few extracts outlining the process:

Once the industry trailblazer, Palm needed a game-changer if they were ever to reclaim their brand luster and dominant market share. And they had just the ticket. Their new smartphone merged business and personal applications in a way iPhone and Blackberry fans could only dream of. What’s more, it anticipated users’ needs, shifting fluidly between applications and websites - even during phone calls - or an experience of flowing, uninterrupted multitasking.

Good start. OK, so what's it going to be called? The iFlow? The PalmBlazer?

Frankly, it was tough slogging. For starters, we were naming a moving target; both the phone and its strategic positioning continued to morph and evolve throughout our naming process. So being able to shift on the fly was key...

The creative exploration was mammoth. Yet after developing many thousands of names (and screening hundreds for legal snags and global suitability) the answer was almost elemental in its simplicity.

The result? Brace yourselves...

The Palm Prē. Refreshingly direct, unlike many of its hipper-than-thou competitors that take themselves way too seriously. (Think Juke, Krave and Decoy.) The name Prē also subtly conveys the device’s ability to predict its user’s movements. And we like the fluid alliteration and upscale tonality (reminiscent of Grand Prix). An added bonus: the Prē links naturally to its sibling, the Trēo, both aurally and visually (with the long bar over the “e”).

FFS.

For the record, the Prē is rumoured to be heading for an unleashing later this month. Those of you thinking of stumping for one might want to consider just what percentage of the retail price went into funding this complete and utter cobblers. ®

Bootnote

Thanks to Steve Adams for the heads-up.

Seven Steps to Software Security

More from The Register

next story
NSA man: 'Tell me about your Turkish connections'
Spooks ask Dabbsy to suggest a nice hotel with pool
Russia sends SEX-CRAZED GECKOS to SPAAAAACE!
In space... no one can hear you're green...
Carlos: Slim your working week to just three days of toil
'Midas World' vision suggests you retire later, watch more tellie and buy more stuff
Yahoo! Japan! launches! service! for! the! dead!
If you're reading this email, I am no longer alive
Plucky Rockall podule man back on (proper) dry land
Bold, barmy Brit adventurer Nick Hancock escapes North Atlantic islet
Motorist 'thought car had caught fire' as Adele track came on stereo
'FIRE' caption on dashboard prompts dunderheaded hard shoulder halt
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.