We say in software that the hardest thing is naming, and this somewhat leaks over to the marketing side, too but it gets worse there because that department often isn't familiar with what tech products actually do or how they work or what differentiates them. This leads to a communication gap where it's hard to come up with names and marketing tag lines that are memorable or useful.
Also, there's a "throw it to the wall and see what sticks" trend in marketing lately that's partly to blame. We have several name changes and rebrands in the last decades that weren't helpful or desirable to consumers, like Mondelez or Cracker Barrel. Toyota just made up a new name for its super luxe division (above Lexus) and it's so forgettable I already can't remember it.
We say in software that the hardest thing is naming, and this somewhat leaks over to the marketing side, too but it gets worse there because that department often isn't familiar with what tech products actually do or how they work or what differentiates them. This leads to a communication gap where it's hard to come up with names and marketing tag lines that are memorable or useful.
Also, there's a "throw it to the wall and see what sticks" trend in marketing lately that's partly to blame. We have several name changes and rebrands in the last decades that weren't helpful or desirable to consumers, like Mondelez or Cracker Barrel. Toyota just made up a new name for its super luxe division (above Lexus) and it's so forgettable I already can't remember it.