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May 22, 2012


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Apple expresses simplicity, accessibility and (in the context of IT) 'differentness', which were Apple values from the outset.

Google is a version of Googol (a very big number) and alludes to the amount of information on the Internet.

Yahoo means nothing but I wouldn't draw any comfort from a comparison with them, however favourable.

Yellow Pages was a great brand that meant something and keyed into physical recognisability (the printed directory).

Yell! is a play on the idea of calling for something that's kind of clever but ultimately a bit lame.

Hibu feels like a throwback to the era of names like Digg, but the hip sites these days are called things like Instagram.

I wish we could do without that sort of 'brand story'. Do customers care? It's really just an indulgent self-justification aimed at other marketing pros.

Nice post by the way.

I look at "hibü" and it makes me think of French owls (hibou) and Welsh "hybu": ...cynllun newydd i hybu "hibü" - a new scheme to promote "hibü".

@Tom: The founders of Yahoo, Jerry Yang and David Filo, used to say that Yahoo was an acronym for Yet Another Hierarchical Officious Oracle but that (according to Yahoo's media-relations page) "they selected the name because they liked the general definition of a yahoo: 'rude, unsophisticated, uncouth'." http://docs.yahoo.com/info/misc/history.html

And Apple was, of course, the name of the Beatles' record company before it was the name of a computer company. After Steve Jobs entered the music business via iTunes, the original Apple hit the upstart with many lawsuits.

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