A tech giant on the hunt for creative names that fit inside its brand ethos

South Korean tech giant Samsung is a major global player in consumer electronics, home appliances, and smartphones (through its sub-brand, Samsung Galaxy). In a race to stay competitive, Samsung Galaxy is constantly debuting new products, features and experiences. That push to innovate means an ongoing need for naming. And for that, Samsung Galaxy turned to Thread.

The right name helps the consumer imagine how tech can change their life. It’s the first step to desirability. Thread’s objective is to create names that are simple, intuitive and uniquely Samsung, and which fit readily into Galaxy’s existing naming architecture.

Thread tackles that assignment quickly and at high volume, delivering dozens of names (grouped into relevant themes and explained through rationale) every month. Each name is designed to engage, educate and connect with Galaxy shoppers.

As part of our comprehensive naming work with Galaxy, Thread developed an internal scoring system for names. We then implemented an audit of existing Galaxy feature names, identifying opportunities for improvement and offering recommendations for next steps. This scoring system is now used to create an objective assessment for new name candidates within a pre-determined set of criteria.