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Ah the heady scent of the incom­pre­hen­si­ble part num­ber. It’s taken some time but finally the tide seems to be turn­ing against the SKU-reference-as-product-name.

LG renamed its KG800 phone, Choco­late. Apple has kept the devel­op­ment names (Pan­ther, Tiger etc) for releases of its OSX oper­at­ing sys­tem. And Dyson’s lat­est ‘hoover’ was named The Ball.

These days, it’s dif­fi­cult enough for cus­tomers to remem­ber even top-level brand names with­out hav­ing to mem­o­rise an essen­tially mean­ing­less prod­uct name too. It’s ironic that so many com­pa­nies spend so much time and money invest­ing in cre­at­ing the right asso­ci­a­tions for their brands and then dehu­man­ise them right at the point where a cus­tomer needs to buy-in enough to part with some money.

Of course, there are still a lot of 564-3Gz V2s out there but it’s the oth­ers that will cap­ture people’s imag­i­na­tions and increased mar­ket share.

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