Igor’s Naming Guide brings clarity & uncommon sense to the naming process.
It’s an essential framework, giving your team a shared set of criteria and a strategy for evaluating names.
Our guidebook provides the clear principles & actionable insights necessary to create the most powerful name in your space.
Instagram and Snapchat are identical constructions. Each simply substitutes new words from an accepted utility name: Instant Message. Insta & Snap are synonyms for Instant, and Gram & Chat are substitutes for Message.
Since Instant Message is already a universally adopted name, you know that Instagram and Snapchat will be accepted as well. If what you’re naming doesn’t map to a two-word generic, break it down into one first.
You can do this by re-purposing an unrelated, well-known compound word, as in Apple’s Wi-Fi base station being called “Airport” – a port accessed through the air. It’s easy to remember and readily embraced because everyone knows the word Airport already.
Proposing a name like Airport to a committee will be met with immediate pushback such as, “Everyone hates the experience of an airport” or, “Last time I was there they cancelled my flight, I had to sleep on the floor and I missed my child’s birthday” or “The first thing I think of is stress, long lines and bad service”- as if any of this will make the name less successful, which of course it doesn’t.
As soon as the name Airport is applied to a Wi-Fi device the primary definition disappears, your audience puts the clever double meaning together in their heads in an “aha!” moment, and they smile at the warmth & humanity you’ve brought to the game. Airport contains all of the ingredients of an unforgettable, best of breed name.
Because this simple concept is inherently difficult for bureaucracies, names like Airport are rare indeed – but they do happen.
Trillium, an Artificial Intelligence Processor. Named by Igor.
Of course Trillium is a real word, it’s a flower. The name combines the natural world with a high tech, high value -ium ending. Organic and futuristic – it’s alive.
“February 13, 2018 – Arm today announced Project Trillium, a suite of Arm IP including new highly scalable processors that will deliver enhanced machine learning (ML) and neural network (NN) functionality. The current technologies are focused on the mobile market and will enable a new class of ML-equipped devices with advanced compute capabilities, including state-of-the-art object detection.”
“Arm has created a high-end processor to handle machine learning calculations, or those that enable computers to learn without explicitly being programmed to perform certain tasks. “Project Trillium is a whole new class of product with hardware and software,” said Jem Davies, vice president, fellow, and general manager of Arm’s Machine Learning Group. “We looked at GPUs (graphics processing units) and CPUs (central processing units), but it became clear that executing with the best efficiency required a ground-up design specific to machine learning.