When trying to find the right name for a brand, the best choice could be right in front of you.

In 1998 four engineers from Microsoft‘s “DirectX” team took apart some Dell laptops to build a prototype Windows-based video game console.  During development, the original “DirectX box” name was shortened to “Xbox”.  As they neared launch, the search for the right brand name for the console began.  A list of possible names was formed and presented to focus groups.  The Xbox name was included in the list to build a case against it as the development team was so tied to that name, but the marketing group at Microsoft hated it.  Surprisingly, consumer testing revealed that the Xbox name was preferred by far over other suggestions and became the official name of the console.

This doesn't mean that the first idea is always the best.  Before launching any product, the name should be well tested, so as to go to market best positioned for success.  It would've been too risky for Microsoft not to test the names before launch.

A key part of our branding philosophy is to find what is already working and do more of it.  In this case, it's hard to deny that the Xbox name worked great for Microsoft not only for the development team, but also for the public.  Our friend and advisor Alina Wheeler talks about the “Blinding Flash of the Obvious”.  It's that thing sitting right in-front of you and you keep looking past it trying to find the right answer.

Naming isn't about finding the most fun or creative name.  It's about finding the right name.

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