You know how the old rhyme goes — "sticks and stones may break my bones, but names will never hurt me!". Unfortunately not so in the world of marketing. Wendy has a short post on naming products over on her blog. Her rules:
1. Tell something about the product benefits,
2. Be easy to pronounce, spell, and remember,
3. Speak to the target audience (not what you like)
4. Be able to extend across future products (ie. so you can leverage the brand)
5. Be able to be legally protected.
One more thing to remember is that there is a difference between naming a product and naming a feature. A product implies brand, and longevity. It’s okay for a product name to be a little fanciful, and perhaps evocative of what the product does. The exact opposite is true of a feature name. A feature name needs to explicitly describe what the feature does in language that’s unambiguous enough for anybody to understand. If it’s not, you’ll be investing in documentation writers and technical support people to explain to customers how your product works after they’ve purchased it.