A123 Systems – Superb technology…any old name will do?

Many an executive has said (or at least thought) that any old name will do since they have such great technology or such a great solution, or even such a great sales force? But what happens when you grow up?

Rotten name

A123 Systems cut their teeth in lithium ion battery technology making batteries for RC Model cars. Then progressed to power tools. And now hybrid vehicles. The company is hot, hot, hot. (Hope the batteries are not!) So any old name will do. But really guys, A123 might work in the model car business. Isn’t it time for an adult name that doesn’t sound like you were just stuck and wanted to be at the front of the yellow pages?

Hint: Tesla has a great name, and they are also a hot startup. Maybe even your customer.

Posted in Branding, Industrial Products Naming, Rotten Names

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See his industry naming commentary (where he takes a critical look at names) via the blog on this site