If you follow tech news, you undoubtedly saw Google's release of the new Android OS iteration, KitKat. It has an immediate smile factor, but also holds some great observations of the naming process.
As we guide clients through naming new brands, our work is grounded in strategy and follows a set of naming principles and strategies. It’s never just coming up with a clever name. It’s about what works. The name of a brand should embody the strategy of the brand, its personality and purpose, and connect with its target audience. It also has to be simple things like be distinctive, and likeable.
What does a name like KitKat for the latest operating system say about Google? A lot, actually. It embodies the personality of the brand — Google is a quirky, fun brand that does things like names their operating systems after sweet treats. It’s got great cross-marketing opportunities within this name–the fun things happening on both the KitKat and Android websites are evidence of that. And finally, both the name and naming convention are very memorable. Google has completely owned and flaunted their naming convention, installing giant, silly statues outside their California headquarters, and embrace the love and loathing that comes along with it (and no doubt the free PR).