Typically our clients use an intentionally obscure project name to avoid internal rallying around the code name. Google seemed to embrace the methodology of marketing the code name, and has built an entire strategy out of the process. Enter Ice Cream Sandwich.
While I’m all for food references and love the imagery evoked by this new OS, the overall code naming strategy strikes me as an unsustainable practice.
Pros
- It’s Google
- The order/lineage is easy to understand … version C came before version D, etc.
- Desserts are fun and have an approachable personality
- It’s Google
Cons
- Code names should be code names. If a company puts more marketing efforts into their code name, do they build any equity into the actual product name?
- What is the strategy if there isn’t a recognizable dessert name that starts with the next letter in line for an upcoming version?
- As a namer, I wanted to ask about the story behind Ice Cream Sandwich; uncovering that it’s simply the next in line from an initial letter standpoint wasn’t enough for me. Cupcake is cute; short and sweet. Honeycomb referenced the structure behind the technology (and while I don’t classify it as a dessert, I get that it’s a sweet). Ice Cream Sandwich (intentionally missing the grammatically correct article preceding it) is designed to serve as ‘one OS everywhere’ but the name isn’t reflective of that messaging.
Personally, I would have preferred ‘Icing’ as the next in line. It’s one word, is typically referred to as the ‘best part of the cake’, and evokes a premium quality. Can’t wait to see what they do with J.