Because they understand the power of a name to define & own a category.
And to get them a staggering amount of free press / product awareness / brand name recognition.
“Typo” does everything you want a name to do. It cuts through all the clutter, it’s viral, is instantly and eternally memorable, demonstrates the notion that this is a ground breaking offering, exudes confidence, is relevant, etc.
And it makes the cash register ring.
Why is this type of name so rare and why hasn’t it been given to a keyboard before? Fear. Irrational fear based on a lack of understanding of how consumers process names. The objection is obvious – “We want to convey that we make typing a better experience, typo is the opposite. It will convey there is something wrong with our product”.
Really? As a consumer does this name make you doubt the quality of the product? No. That possibility is a wholly imagined one and exists only within a naming committee – yet fear of the baseless is the basis for most naming decisions.
The key is understanding that Typo gets its positive power from the same qualities that intuitively are seen as negative nullifiers. You need to ensure the right filters are in place when evaluating names.
Typo’s iPhone keyboard / case