David Placek: evaluation

Transcript context

…Like, a cup. Say more about that because that is amazing because. And you're finding that most of the best names come from the groups that aren't... Let's name an amazing AI IDE. This is a good example. So in technology, there are some things that if someone hands you a new phone and you look at it and it's tangible and it's got a shape and color, things like that, easier to name. But the name of Windsurf, before it was Windsurf, was Codium. So, it's all about a type of code or a process for coding. That's intangible. And even though we do an awful lot of technology work, it is still hard for us to really get ahold of what that is. So our rule here is if there's something that is intangible like that, we have to make it tangible. And sometimes we do that not by giving a team, sometimes it's an individual, the assignment to create ideas for the brand itself, but to just dive into a particular context. And in this case with Windsurf, this is about flow about giving people that are coding something much more of a flow process, a smoother process, a more dynamic process. So in that case, One team was just given the task of we want to look at a list of all the things that can communicate either in a real word like flow or metaphorically or in a sport about that kind of dynamics. That kind of movement. And there was Windsurf sitting on a list. I mean, sometimes, this is really just that simple. Of course, you have to have the right framework and you have to give the right directions to someone. And Windsurf, for us and particularly for me, it checks all the boxes. It's a wonderful image, it's an experience. Literally, a physical experience. It's a compound, right? Two words put together. We know from the research we've invested in that compounds like Powerbook or Facebook are multipliers of associations because there's wind and there's circles around that, and then there's surf images around that. So 1 + 1 = 3, right? It's interesting that when we present compounds to clients, we often get the comment, "Well, it's a little bit long and it's a compound. I'd rather have a shorter single word." And then that's why we actually did research on just how effective our compounds so we could pass that information along. We passed that along to the team at that time. Codium, by the way, could not have been a more intelligent, nicer, more respectful team that we've worked with. I'm so glad for their success. But we explained to them about the multiplier effect of compounds. We showed them imagery that they could use. I mean, it's simple to execute on something like that. And so, that's how that came about. I'll stop there and see if you need more information or not. Let me actually follow this through real quick. It's going to be kind of a tangent. You guys have been working with AI companies more and more recently, which is so interesting. What's different about naming AI products from traditional products, not AI, I guess?…

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