‘Switching the channel on TV hardware’
Product Naming Case Study
How we helped a leading TV distributor name an upcoming hardware product.
THE CONTEXT
DIRECTV, a leader in television entertainment, was preparing to launch a new, unannounced hardware product designed for modern TV watchers seeking a more flexible, future-forward viewing experience. The challenge? Finding the perfect name—one that would resonate with consumers, stand out in a competitive market, and align with DIRECTV’s brand evolution.
THE WORK
We began with an in-depth audience and competitive analysis, identifying key consumer behaviors, industry trends, and whitespace opportunities. Using these insights, we led a collaborative naming process, presenting multiple rounds of potential names — each backed by a clear strategic rationale and storytelling framework. Our goal was to capture the product’s innovation and ease of use while ensuring it felt modern, memorable, and distinctly DIRECTV.
WHAT WE DID:
Brand discovery and exploration
Competitive analysis
Naming concepts (two rounds)
Stakeholder consensus and workshop
THE OUTCOME
Through our strategic approach, we delivered a strong, compelling name that successfully aligns with DIRECTV’s legacy while signaling a forward-thinking shift. Beyond just a name, we provided messaging and positioning recommendations to help integrate the new product into the broader DIRECTV ecosystem, ensuring a seamless, consumer-friendly launch.
THE TAKEAWAY
A name is more than just a label — it’s a brand’s first impression. For DIRECTV, this project reinforced the power of strategic naming backed by research, storytelling, and competitive insights. By carefully crafting a name that speaks to both innovation and familiarity, brands can set the stage for a successful product launch and long-term customer connection.
