PROJECT: New solid state drive (SSD) product and product family name.
THE NAME: A evocative astronomical term meaning “one of several hundred known celestial objects, generally believed to be rapidly rotating neutron stars, that emit pulses of radiation, esp. radio waves, with a high degree of regularity.”
POSITIONING: Seagate needed a name for a new product family that captured its futuristic essence and conveyed key concepts of speed, small footprint, power, capacity, durability and reliability. Pulsar is the perfect metaphorical name for this product family.
VISIT: Pulsar
PROJECT: Name a new set-top box optimized for recording high-definition movies and TV programs.
THE NAME: A Showcase for content.
POSITIONING: The name Showcase elegantly maps both to the experience of “showcasing” selected content by recording and archiving, as well as the functional attributes of being a “case” for holding “shows.”
VISIT: Showcase
PROJECT: Name a new internal hard drive optimized for recording high-definition movies and TV programs.
THE NAME: “Fat pipe,” surf’s up!
POSITIONING: The name Pipeline HD conveys the “fat pipe” of high bandwidth and massive storage required by high-definition content, as well as evoking the legendary Banzai Pipeline a metaphor for “channel surfing.” Adding the descriptive appendage “HD” conforms to company functional requirements to clearly differentiate this as a specifically high-definition product, which also conveys that it is designed and optimized for home DVR and media center use.
VISIT: Pipeline HD
PROJECT: Name for a new business critical nearline enterprise data storage hard drive.
THE NAME: A huge number of like items collected together.
POSITIONING: The product is a large capacity drive for deep storage, but housed in a small (2.5-inch disk) form factor. The name needed to convey the following concepts: large amounts of storage, a collection of important items; a central storage repository; the concepts of “infinity” and “continuous.” And since the drive is an example of a “Green” technology by virtue of its best-in-class low power consumption, a natural world connection in the name would be great too. The name Constellation supports the positioning requirements beautifully.
VISIT: Constellation
