# 13: Anything But “What’s In a Name?”

- Show: [Thoroughly Considered](https://hardwarepodcasts.com/podcast/thoroughly-considered)
- Published: 2016-05-17
- Length: 35m
- Episode: 13
- Page: https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name
- Listen: http://relay.fm/tc/13

## Summary

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.

## Chapters

- [0:04](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name#t=4) Introduction and Naming Clichés
- [1:20](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name#t=80) Brainstorming Names for Thoroughly Considered
- [4:38](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name#t=278) Naming Philosophy: Glyph and Spelling
- [8:04](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name#t=484) Product Naming: Neat Ice Kit and Simple Syrup Kit
- [13:04](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name#t=784) Relay FM's Branding and Trademark Strategy
- [21:42](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name#t=1302) Trademark Conflicts: Frames and Frameographer
- [27:46](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name#t=1666) Case Study: 53, Paper, and Pencil
- [33:46](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-05-17-13-anything-but-whats-in-a-name#t=2026) Proprietary Eponyms and Conclusion

## Topics

- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)

## Most relevant to

early-stage companies

## Mentioned

- Studio Neat (company)
- Relay FM (company)
- Glyph (product)
- Neat Ice Kit (product)
- Simple Syrup Kit (product)
- 53 (company)
- Paper (product)
- Pencil (product)
- Apple (company)
- Stripe (company)

## Related episodes from other shows

- [Ep. 17 - Do's and Don'ts of Naming Your Company](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-03-28-ep-17-dos-and-donts-of-naming-your-company) (Open Hardware Manufacturing Podcast)
- [How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk Visola](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-08-30-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner) (The Startup CPG Podcast)
- [Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-25-advice-line-with-fawn-weaver-of-uncle-nearest-premium-whiskey) (How I Built This)
- [Advice Line with Tom Rinks of Sun Bum](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-23-advice-line-with-tom-rinks-of-sun-bum) (How I Built This)
- [Advice Line with Carlton Calvin of Razor](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-20-advice-line-with-carlton-calvin-of-razor) (How I Built This)

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