The product code name was "Idea Board", and while everyone agreed that "Board" was the best descriptive word for this product, pairing it with "Idea" wasn't generating any excitement. After all, it was the type of pairing that had been done years ago (first ThinkPad, then "IdeaPad"), sounded dated and generic, and was also too "serious" sounding, not conveying the creative and fun aspects of using this tablet.
Igor quickly realized that the best modifier for "Board" would be "Boogie", as "Boogie Board" is already a well-known term, making it highly memorable, while bringing action, adventure, fun and humanity into the equation at the same time.
From the Boogie Board website:
The first ever LCD writing tablet. Not only is the Boogie Board Tablet new, it's revolutionary! The Boogie Board tablet is the tree-friendly electronic alternative to paper, pencils, and pens. With it, users of all ages will truly say goodbye to paper forever - and it's just as easy to use. Simply press on the surface with the included stylus or other suitable writing instrument (even your finger) to create an image and then erase with the push of a button. With the Boogie Board tablet, you'll never be without a memo pad again. No pen or pencil, no problem. Keep one by the home phone and by your computer at work to jot down memos, make to do lists, leave messages for others, capture your next big idea, and more. Keep one in your car, and you'll never be caught again looking for a piece of paper and pen to write important to-do's to get from the grocery store on the way home. But the Boogie Board tablet is more than just a memo pad. Students will find it's the perfect tool for practicing handwriting/arithmetic, drawing pictures and playing games (especially young and developmentally challenged students). If you're a coach, you can even use the Boogie Board tablet to diagram the winning play.