It’s interesting that people are so wrapped up on what Apple is calling the new, third-generation iPad—“iPad,” with no number. Even though Steve Jobs is no longer around to launch Apple’s products with the ease, grace and simplicity he was known and loved for, each product is still a shining breakthrough. With the new iPad, it’s the dramatically improved display screen and data speed over cellular networks. So why all the fuss about the name—or lack thereof?

Clients sometimes ask us if there’s any difference in our approach when naming products versus services. There’s a preconception that the process must somehow be different. The truth is, from a creative standpoint, the principles remain the same.

Why is it that some edgy or salacious brand names seem to be okay, while others are not? Most names that start out edgy or have negative meaning happen intentionally, with the potential risks acknowledged and accepted. Others seem to happen merely by mistake. But either way, it doesn’t always seem to matter in the eye of the consumer.

It’s a myth that naming doesn’t matter for B2B technology companies. Marketers struggle to create product differentiation and engage customers at a more emotional level. Great names are one way to ignite people’s imaginations and signal that although you’re the same trusted partner, you’re bringing something new to the table.