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September 9, 2008

What Name Would You Give to Plastic Logic's New Electronic-Reading Device?

plastic-logic-electronic-reading-device.png Top Ten Reviews wonders who in their right mind would unveil a really cool electronic gizmo to the public "without the catchy name already chosen?"

The well named company, Plastic Logic, is about to learn about the plasticity of product naming thanks to its newly unveiled Electronic-Reading Device. We can only hope that this name, with its weird dash, is just a place holder.

This product, which uses a technology called "electronic ink", is a lightweight, magazine size electronic reader that is going to be given its own name by bloggers and fans before Plastic Logic officially gives it a moniker. If you doubt me, take a look at the way the bloggers have dubbed it an e-Newspaper reader. Or should it be an E-Newspaper because its electronic ink is made by E-Ink? Heck, maybe its just an electronic newspaper reader.

kindle.pngAlthough, this thing may actually work for reading things other than a newspaper. In fact, it can do far more than just display newspapers, it's a competitor to Kindle and Sony Reader Digital Book and as such can handle documents, magazines and books in addition to the Wall-Street Journal and New York Times.

But because it has not been introduced with a real name, it is already being shoved into its own niche by eager writers and fans.

This reminds me of the hype around the iPhone, which was named by Apple lovers long before it was introduced, and even before Apple had secured the final name.

However, I'm reminded of one of the Laws of Branding - If you don't define yourself, someone else will (this applies to politics as well).

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Posted by William Lozito at September 9, 2008 8:07 AM
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