Naming things

Hang around a group of engineers for any amount of time, and eventually one will tell you how hard it is to name things. This might seem obvious, even to non-engineers. Good names are tricky. Maybe you think about a good product or brand name, and how hard that is to come by. How many times have you been put off buying something, for example, because it has a bit of a rubbish name? But it’s not a challenge confined to engineers and product designers, or marketing and branding gurus. We all name things, especially now that computers and related devices are such an integral part of our lives. We

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