"What am I?"

Every invention begs this essential question of identity.

The answer is found in the product’s descriptor. A descriptor defines a thing, categorizing it, framing it, positioning it and signaling its intended future.

A product that doesn’t claim to break new ground adopts its category’s standard convention. For example, a new, run-of-the-mill digital camera would be marketed as a "digital camera".

A revolutionary product, on the other hand, deserves an innovative product descriptor. And, sometimes, a me-too product benefits from one, too.

The trouble is, innovation is easier done than said.

I wrote in this article about the "brander’s paradox": Human instincts make us wary of unfamiliar and different things, yet differentiation is essential to a product’s success.

By definition, an innovation is unfamiliar. How can its product descriptor differentiate without triggering people’s fear of the unknown?

The New York Times gives us an idea in this recent article about product descriptors,

"When people encounter something they don’t recognize, they make sense of it by associating it with something familiar."

The most effective new descriptors combine familiar terms in unfamiliar ways. They make product function or form clearly understood, even upon first exposure. Novel descriptors insufficiently informative should at the very least pique interest.

Descriptors that differ

The products shown below the jump illustrate different approaches:Continue Reading Describe Different

Full disclosure…I own Google stock. I like their products and their potential. However, I am more than a bit concerned about how they use their names and trademarks.

Microsoft® names its products in a traditional fashion. Microsoft is the company; names like Windows, Silverlight, Bing are clearly the products. A very logical naming architecture that makes it clear where

It is probably fair to say from my initial Just Verb It? post, the many articles referenced in that post, the substantial panel of commentary to the post, and additional interest in the topic, that at least two truths about “brandverbing” are beyond much, if any, debate: (1) Lawyers (including the International Trademark Association’s guidelines