Sure like many out there when working away at emails or the like its nice to bring up something like iTunes to listen to some music, an audio book or podcast. As it seems to be true that music soothes the savage beast or at least seems to educate them if possible however something hit me when doing that very thing today which got me to thinking about what’s in a name. As when doing just this thing today as iTunes was starting up, the application was trying to sell itself to me with the idea of “Ping”.
For those that might not know, Ping is how shall I put it nicely the failed music [social] network which Apple attempted to attach to their iTunes line. As here the idea was people could share songs they liked with their friends and general community, great idea right? Yea there are tones of these and the big Madison Avenue moment for those who might not have guessed it yet is “if people are talking, then people are buying”. As the odds on chance for discussion are at least one out of ten people will be a buyer when someone in their circle or community is talking about a product.
Be it just simply a keep up with the Jone’s reasoning or maybe they really, really like the work it happens, however there is a key or this to happen and that is people have to do it first. So if people aren’t sharing in the network, then people aren’t buying so the first rule of economics is get them into the door which is an age old axiom so what’s new? Well I’m glad you asked as in the past brick and mortar stores had neon signs, bill boards and all the get-up there could be to temp you to physically set foot inside their establishment. As there was even a rule with car salesmen that 9 out of ten people who test drove bought, because of implied obligation yet these folks had to step in the door in the first place right?
However in the internet age of viral movement we no longer have these things, in fact what do we have you ask? That too is simple, the name yes and here we have “Ping” and this isn’t to say that this is the only looser name out there as there are many. In fact it’s not to even to poke fun at the Cupertino darning’s selection of such of a lame name as it is to point out the importance of selecting the right name at the right time. As the paradigm has shifted as in the mobile application space, icon sell apps as yes that fleeting colorful graphic (which has been patented by Apple believe it or not) is a driving factor for most app sales be the actual app good or bad, so long as the eye candy works buy buttons will be pressed.
As in our new world order, things such as names and graphic icons are linked closer emotionally then many could have even guessed and area which seems ripe for anthropological work. As it’s almost like packing a novel into a QR barcode which is readable by the human eye…