Hardware Podcasts

13: Anything But “What’s In a Name?”

Thoroughly Considered · 17 May 2016 · 35m · Episode 13

What this episode covers

Myke Hurley of Relay FM joins Studio Neat founders Tom Gerhardt and Dan Provost to discuss the complexities of naming physical products and brands. They contrast their approaches, with Studio Neat often naming products after their physical form (like the Neat Ice Kit) and Relay FM prioritizing early brand identity and trademark protection for its media properties. The group analyzes the risks of generic names, citing the trademark conflicts faced by 53 with its Paper and Pencil apps, and the challenges of protecting unique names like Glyph.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Studio Neat, Relay FM, 53, Apple, Stripe
Products
Glyph, Neat Ice Kit, Simple Syrup Kit, Paper, Pencil

Related episodes from other shows

Other shows on the same ground, closest first.

  • Open Hardware Manufacturing Podcast · 1h 02m

    Ep. 17 - Do's and Don'ts of Naming Your Company

    Stephen Hawes and Lucian Che Park of Opulo discuss the complexities of naming a hardware company and its open-source project, explaining why they separated the company name (Opulo) from the product name (Lumen PnP). They detail the pitfalls of using common words, the importance of securing domains and social handles, and the legal necessity of trademarking to avoid cease-and-desist orders, citing their own experience rebranding from Index Machines. The hosts also share a list of rejected, humorous name candidates like Globney and Crabapple Industries to illustrate the brainstorming process.

    Marketing & brandIntellectual property
    9 chapters

  • The Startup CPG Podcast · 36m

    How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk Visola

    Kirk Visola, founder of the design agency Mind the Font, shares his journey from corporate graphic design to running his own firm, emphasizing the importance of brand strategy, naming, and product readiness before investing in packaging design. He advises CPG founders to secure their name and product formulation first, then build a brand story, noting that design is the final layer of execution. Visola also discusses how to vet design partners, the necessity of clear contracts to protect scope and payment, and the value of community engagement through platforms like Clubhouse and Slack.

    Packaging designMarketing & brand
    6 chapters

  • How I Built This · 36m

    Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey

    Fawn Weaver, founder of Uncle Nearest Premium Whiskey, joins host Guy Raz to advise three early-stage entrepreneurs on brand storytelling and business strategy. She advises Kevin Rita of Puente Coffee to articulate his farm-to-cup narrative on packaging, tells Elizabeth Frosty Wright of With Love Darling that product quality must precede social impact in marketing, and urges Joanne Bang of Eat Joe Pie to change her name to secure ownable online real estate.

    Marketing & brandDirect-to-consumer & e-commerce
    4 chapters

  • How I Built This · 43m

    Advice Line with Tom Rinks of Sun Bum

    Sun Bum co-founder Tom Rinks joins Guy Raz to advise three early-stage founders on branding and marketing challenges. Rinks helps Wendy Kushel of Wendela's Low Country Sugar Scrub refine her confusing brand identity and suggests bold labeling to cut through noise. He advises Alison Mandelbaum of Shady Lady Hats to focus on the specific fit for women's heads and target high-end retail to improve margins. Finally, he suggests Zephyrus White of Read to Me target the military community with a redesigned, emotionally resonant brand to solve the awareness problem for their recordable book buddy.

    Marketing & brandPricing, margins & unit economics
    4 chapters

  • How I Built This · 42m

    Advice Line with Carlton Calvin of Razor

    Carlton Calvin, founder and CEO of Razor USA, joins Guy Raz to advise early-stage founders on business challenges. Calvin discusses his ongoing effort to institutionalize his 'trendspotting' instinct at Razor, the difficulties of patent enforcement against small copycats, and the importance of focusing on brand over litigation. He then answers caller questions regarding whether to license or build a party game, how to differentiate stationery in a saturated market, and how a craft spirits distillery should manage product complexity and distribution.

    Validation & product-market fitMarketing & brand
    6 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by Thoroughly Considered. The episode itself belongs to its publisher.