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January 4, 2008

Product Naming: Identity Crisis for “Ego”?

iomegalogo.pngMike Himowitz at the Baltimore Sun plans to use his ego to help keep his New Year’s Resolutions — or rather, to use his eGo, an external hard drive from Iomega.

No doubt the “Go” in “eGo” is meant to emphasize the drive’s portability, but plays on the name are appropriate as well as inevitable. iomegaego.png(You can fit your whole ego into something that small? Really?) Our identities are closely bound up with our data these days, and ego is merely Latin for “I.”

Nevertheless, the eGo drive seems to be suffering from an identity crisis. Mike at the My Tech Talk blog claims that the drive looks like a hip flask, which in fact it does, but that’s not the real issue. If you type “ego drive” into Technorati, what do you find? The Raytel EGO Drive GPS system on display at CES right now.

What’s more, “eGo” is already trademarked for digital media kiosks. In fact, a trademark search brings up 63 entries for “ego” in the electronics class alone.

Talk about egomania in naming!

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Posted by William Lozito at January 4, 2008 8:42 AM
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