Name That Brand

Pandora
Pandora is the most powerful handheld video game console to date. When opened, the familiar “Pandora’s box” of Greek mythology unleashed untold evil upon the world—a nice connection to the unrivaled power of the platform, and an attractively subversive element for the gamer audience. “Pandora” also fits beautifully with the technology: The console’s operating system is based on Linux, an open-source code.

Blu-ray
In early 2008, Sony’s Blu-ray won the high-definition video format war when more movie studios selected it over Toshiba’s HD-DVD. “Blu-ray” refers to the blue laser beam that reads data on the disc. It’s an instantly understandable name that intuitively suggests advanced technology, with the added bonus of a visual “blue ray” image, which helps imprint the name in the customer’s mind. While branding may not have helped Sony win the format war, we believe the Blu-ray name is speeding adoption of the new technology.

Reactor
According to its manufacturer, Reactor is “the world’s first patented total liquid-submersion personal supercomputer.” The name immediately communicates enormous (and potentially dangerous) power, exactly right for the product and the perfect lure for performance-hungry geeks. And since nuclear reactors use liquid to cool the reactor core, the name also nicely expresses the product’s big point of difference.

Mothership
An apt name for this high-tech tent, which boasts a whopping 130 square feet of space. The Mothership is meant for use as a base camp on expeditions—just make sure you’re not the one stuck carrying it.

Dash
The name of this GPS cleverly communicates both rapid transport to your destination and its placement in your car.

GoodBelly
GoodBelly, a line of probiotic fruit drinks, competes with dairy-based DanActive, Yo-Plus Digestive Health, and Activia—brands that sound like they’re more at home in the medicine cabinet than the refrigerator. By contrast, “GoodBelly” communicates the digestive benefits of probiotics while retaining a touch of humanity and whimsy.