Verizon’s Naming of the Droid Deserves Preparation-H for WTH?
Full disclosure: I don’t use an iPhone. I still believe that coverage is more important than gadgetry, so I’m keeping my reliable, trusty Verizon Blackberry by my side, and no, I will not be switching service providers just to pay more money for less coverage.
But in any case, I just happened to catch the ad campaign for Verizon’s new iPhone killer, the Motorola Droid, and I found myself asking: What were they thinking? From a branding perspective, this new product name is about as inspirational as hemorrhoid cream.
What’s in a product name? Everything. When I hear the word “droid,” it doesn’t make me feel happy, content, inspired, fun, or anything remotely related to personal or workplace productivity.
The brand persona initiated by the “droid” name is the exact opposite of what Verizon needs when competing against Apple’s brand of user-friendliness, easy navigation, clean design, and personable identity.
With “Droid,” it sounds like Verizon should have used Preparation-H for their naming scheme. Moreover, the whole notion that they can take a bite out of Apple by highlighting features—like full keyboard, simultaneous apps, and open development—just reinforces Verizon’s lack of understanding about what makes the iPhone so popular.
It’s the brand persona, stupid.
Sorry, Verizon. Love your service, but your product naming needs help.
