April 3, 2007
Brand Naming: Inspiration for Education Technology
Joining TI’s current line of market-leading graphing calculators, the new TI-Nspire family of educational technology includes learning handhelds and computer software that enables high school math and science students to see concepts in a different way, helping to deepen understanding and broaden critical thinking skills.
Built on graphing calculator technology that’s been shown to increase student achievement in math, the TI-Nspire handhelds and software go further by adding familiar computer features and supporting research-based instructional practices for improved learning – including the exploration of math concepts across multiple representations of a problem.
Randy Smith, director of marketing communications for Texas Instruments Education Technology group said, “The unique process Strategic Name Development led us through was a positive experience, and their skills helped us arrive at a very different product naming direction for us – one that has been very well received both internally and with educators and students."
The challenge was to move away from TI’s long-standing use of number names for its graphing calculators to a name that reflects the new technology’s innovative features and enhanced learning value, while being short, easy to say and memorable.
“It was an honor working with the Texas Instruments Education Technology team to help bring to market an innovative new tool that contributes to educational excellence, said William Lozito, President of Strategic Name Development.
Using TI-Nspire handhelds and software, students feel that they are interacting with mathematical objects directly – and not interacting with the operating system of a machine – emphasizing mathematical connections over technological steps. In addition, students can now save every step of their work, allowing them to easily review their work and allowing educators to see their thinking.
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