Interesting piece, and reinforces my belief that "branding is everything". That includes the company name, the design of the product (and overall design languag

Interesting piece, and reinforces my belief that "branding is everything". That includes the company name, the design of the product (and overall design language) and the kind of marketing that you do. One thing I disagree on is the name choice in the case of August. Customers face so much input and distractions that I wouldn't advise anyone to name their company in a mysterious way that will provoke any kind of curiosity in the customer. Most will just skip your product. This one time it works because of the guy behind the company and the coverage he's getting, but I wouldn't count on this branding working outside of the tech circle and the early adopters which constituted the 10k of orders. The design is very good though, while Lockitron's is the definition of lazy design (just copy an Apple design and be done). I particularly liked the author's comparison between GoPro and Contour. I admire GoPro's branding. The name is perfect (it creates the association between buying the product and becoming a pro, which is brilliant), the marketing is perfect and even the product packaging and store display is perfect. This is executed on an Apple level. Very few companies are this good on their branding. It all comes together to a "feel good product".