Product naming insights from the guy who named “WiFi”

January 23rd, 2007 |
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Edward Saenz, principal of Gravity Branding, has worked with tons of organizations and companies to come up with product names and marketing insights. He came up with the name “WiFi” and several of Nissan’s truck names, for instance. Here we visit him in his home office to get some insights into the rough and tumble world of product naming.


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  1. January 23rd, 2007 at 17:53 | #1

    He certainly shows more talent than whoever came up with Microsoft Windows Vista Ultimate Limited Numbered Signature Edition :-)

  2. January 24th, 2007 at 05:19 | #2


    Totally agreed, when names become unmanagemanble, they just become acronyms anyways, somewhat defeating the point.


  3. January 25th, 2007 at 08:37 | #3

    C’mon folks. Go easy on little ol’ Microsoft. I bet the name will be really memorable after they bring in forty rockers and set it to music.

  1. January 25th, 2007 at 14:13 | #1