Naming a new paradigm
A first-of-its-kind consumer device and natural language protocol service that was the first to use far-field voice technology needed a brand and naming system—and a “wake word”—that would be instantly understandable and scalable as an IoT platform.
Seeing the possibility in a service
We made the decision to separate the service from the hardware, and distinguish both brands from other hardware brands at Amazon like Fire and Kindle. We tied the service and wake word together with a name that harkened to the familiar “personal assistant” category so people know how to use it, while letting the device name signal a new way to interact.
Turning novelty into clarity
Amazon Echo (device) and Amazon Alexa (service and wake word) launched with distinct roles: a new interaction model powered by a clearly named assistant and wake word that could travel anywhere, and was wholly distinct from any device that came before.
Services
- Creative Naming
- Portfolio Naming
- Portfolio Strategy & Brand Architecture
- Messaging Strategy and Frameworks
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