Accidental Product Naming

from Accidental Product Naming:

"When creative concepts collide unexpectedly, this sudden accident incubates a branding process, which can result in a random selection of a weird strategy. This gives birth to an extreme name identity, whereupon a major advertising process kicks in. All things are combined -- shaken, not stirred -- and that's how we refer to today's trendy branding. To avoid a catastrophe, we must first learn the secrets of the various branding tricks and become aware of the bigger risks."

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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