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Metaphors in SSD brandsby
editor - StorageSearch.com
inanimate Power, Speed and Strength
Choosing words which make your
SSD product name
sound good is an important challenge for SSD marketers. And using inanimate
words which suggest Power, Speed and Strength for your SSD - enables you to
draw on a much wider set of cultural references than just limiting yourself to
brands. But take care that your customers understand them too!
|SSD news /
/ market research|
power, speed and strength metaphors and wording in SSD brands|
- Aeon - is the name of a 3.5"
RAM SSD concept touted
in a blog by OCZ in 2013. "Aeon"
means ages of time - and the implication here was it wouldn't wear out due to
and would last forever. But we haven't seen it yet.
- is the name of a company which makes
SSD ASAPs. The name
derives from the word "alacrity" - which means doing things fast in a
positive, deft or pleasing way.
- ArmourDrive - from
is the name of an mSATA SSD - in the JEDEC MO-300 form factor. Tara Yingst at
Greenliant told me "the name highlights the SSDs added features - power
interrupt data protection, user-configurable security zones, erase/purge
commands - as well as the ability to operate at full industrial temperatures
(-40C to +85C)."
- Cactus - is a tough plant which can thrive in the desert without
any visibly apparent source of water. And - as I was surprised to learn from a
vacation in Arizona - they can live a long time too. The big iconic saguaro
cactuses which you see today standing like tree statues can be hundreds of
years old. So you can see how that idea might work in the market today for an
company - like Cactus
Technologies. Having said that - the
company's own history
page tells a different story about the original roots of this company's
- DDRdrive - from
DDRdrive - is the name
for a family of PCIe RAM SSDs. "DDR" was earlier used in the
industry for Double Data Rate RAM
- and the memory industry progressed onto numbers - like DDR3 and DDR4 for
succeeding faster generations. Therefore in a way DDRdrive suggests a faster
drive and also tells you that it probably uses RAM. But -
elsewhere - these SSD naming signals can sometimes be misleading.
- DuraClass - from
SandForce - is the
name given to the technological thinking in the company's
SSD controllers - which
enable consumer grade MLC flash to be used reliably in high performance SSDs. "Dura
Class" suggests durability (related to
and a class of products which is different to all the others out there. Can you
think of any others? There are many - but as discussed in -
Imprinting the brain
of the SSD - most people would have difficulty naming them.
- DuraDrive - from
Technology - is a range of industrial SSDs which doesn't use DuraClass
technology - although confusingly - another product range from Super Talent
- Excelero - is an
SSD software company
which emerged from stealth in 2017 with a solution which manages
NVMe PCIe SSD fabrics
with ultra low incremental latency added by the software stack. The pools of
SSDs can be configured as a single large acceleration space.
- Fortissimo - from A3CUBE
is the name given to the system software which underlies its PCIe connected
shared reflective memory fabric.
- Full Metal Jacket? - yes that was the idea behind choosing the
name of the company - said John Conklin
co-founder of FMJ Storage
- in reply to a question by the editor of StorageSearch.com - in March
2014. FMJ operates in the embedded
military SSD markets.
- GigaExpress - from
Fuji Xerox - was the
name of a 1U rackmount PCIe SSD. "Giga Express" conveys the message "Very
Fast" - and its 650MB/s was fast in 2006 when it was launched.
- HyperDrive - from
Attorn - is
the name for a PATA/
SATA RAM SSD. In English usage - Hyper - suggests an extreme state. In the
computer market it was used in the early 1990s - as part of "HyperSPARC"
- to name a 32 bit processor designed by
In my view 2 things which were never quite right in the market orientation of
the HyperDrive were (1) - the original form factor was 5.25" - at a time
when all other SSD and hard disk makers had stopped making this size and - (2)
- the initial product had a PATA interface. Although it was faster than other
PATA SSDs at the time
- this narrowed down the market to poor consumers rather than rich enterprise
users - who could afford an SSD - if it had an appropiately fast interface such
as parallel SCSI or fibre-channel.
- Immortal - is the name of a
military SSD series
(2.5" NVMe U.2) with an integrated array of defense shield features -
which was launched by Foremay
in January 2018.
- IronKey -
name of the company which in 2009 launched a brand of "most secure"
USB flash drives.
- Jet.io - from
- is the name for its 3.5" RAM SSDs. Although jets are fast - the problem
in metaphor naming land is that other related words may be faster. So is a "Jet"
type of SSD faster or slower than a "Rocket" type of SSD for example?
is the name of an SSD company founded in China. "King" implies the
head or leader (except in a republic) and "Fast" is an obvious name to
use in a brand. But when you start mixing personality brands with speed brands
you run the risk of mental comparisons. So is a king more or less powerful than
a god - (Zeus) for example? When you mix metaphors you don't always result
in a combination which is stronger than the constituent parts. And this does
come back to language and cultural expectations in the target market.
- Lightning - from
Pliant Technology -
is the name for its family of
SAS SSDs. In common
English parlance - "flash" and "lightning" often appear
in the same phrase - therefore lightning doesn't sound strange when used for a
flash SSD. "Quick as a flash of lightning" also sounds natural /
unstrained. On the negative side - lightning strikes can kill people and
electronic systems too. All words come with complex baggage and potentially
different readings to the one which brand marketers had in mind.
- strikes again - being the name of
EMC's stealth mode (Jan
2012) PCIe SSD.
- MACH - from STEC
- is based on the idea of high speed.
Mach 1 - is the speed of
sound. Mach 2 is twice as fast. STEC has used this naming concept for many
generations of SSD products for example MACH4, MACH8 and MACH16. The company
has also combined this with the suffix IOPS - in some products - for example
- is the name of a flash SSD company founded in 1990. Magic is a metaphor which
may work well in other markets or at other times - but doesn't sound too good to
me. I know we talk about software wizards and the black art of SSD performance
tuning - but in the industrial SSD market where this company operates its
customers probably prefer good old reliable technology engineering to mysterious
sounding magic. Now it may be that its long established customers have got used
to the name and they know what they can expect to get from this company. But in
my view MagicRAM is a negative and weak name for an SSD company looking to
attract new customers - and they probably have to work hard to overcome the
inherent disadvantage of their brand.
- Nimble - is the first part of the name for
Nimble Storage - a
company which entered the SSD market in
Q3 2010 -
with an iSCSI
compatible SSD accelerated backup compression and
- Nitro!FC - from
Curtis - combined the
explosive power of nitroglycerin - with the more prosaic FC abbreviation for
fibre-channel. It was the
original name for a
SSD - but the name was later changed to HyperXCLR . The
word Hyper had
also been used in the early 1990s in a related market as a brand of
microprocessor - HyperSPARC.
- PowerArmor - from
WD Solid State
Storage - is the name given to the
which the company wraps around its SiliconDrive SLC SSD during power up, power
down and line distrubances. WD says "75% of drive field failures are the
result of power-related corruption. This means that brownouts, blackouts and
even lightning strikes all contribute to the number #1 cause of RMAs among
embedded systems storage."
- QikDRIVE - from
Platypus Technology -
used the phonetic qik to suggest a drive that was quick / fast.
- Quicksilver - is a brand of hybrid storage system from
- RevoDrive - from OCZ
- is a family of PCIe SSD accelerators. Revving up your car engine in the hope
that it will accelerate faster from a standing start is the image which comes to
mind when I see this name. And it's a playful allusion to the fact that being an
SSD - it doesn't have any
or revolving parts - unlike the hard disk arrays it's designed to replace.
Brands which, like this one, successfully suggest more than one idea from a
single set of words create mental images which are easier for potential
customers to remember. That can be more important than making a strong
- was the name of one of the earliest US distributors of fast SATA flash SSDs
for industrial markets. The company was active in 2008 and 2009.
- Rocket Drive - from
Cenatek - used the
concept of a rocket being fast in this PCI bus RAM SSD.
- Saber - from OCZ
is an enterprise SATA SSD
launched in 2014. The implication of saber is - "cutting edge"
which also associates the idea of cutting edge technology.
- tachIOn - from
Virident Systems -
is a family of PCIe SSDs.
Although conceptually in the same speed category as the WarpDrive (below) -
because a tachIOn is a faster than light
particle - I have doubts
about how many people actually understand the allusion or can be bothered to
look it up.
- Tachyum - is the name of an SSD ecosystems company which emerged
from stealth in 2017. The company said "tachyum" comes from the
Greek tachy, meaning speed, combined with -um, indicating an element.
- Talino - from BiTMICRO
- means "talented" in Filipino. Talino is the name given to the
controllers which were introduced in 2011.
- TiGiJet - from TiGi
- used the idea of jet speed in its
SCSI RAM SSD
- Titanium - is the name of an SSD family by
MagicRAM - which is
aimed at the military embedded market.
- ToughFlash - from
GalaxyStor - was
the name for a range of industrial 2.5" flash SSDs.
- Torqx - from
Patriot Memory - is
the name of a 2.5" flash SSD family. Torque is a measure of rotational
- Trrust-Stor - from
Microsemi - is the
name for a 2.5" military SSD family. Here the idea is that you can "trust
this storage" drive with your data because it's protected from
environmental stresses and hostile intent by an array of data integrity,
reliability and security features.
- Ultra Drive - from
Technology - is a family of 2.5" SSDs. Your own imagination has to
supply the parameters for which the "Ultra" drive is superior. "Ultra"
has been used successfully as a brand booster in the past. In
Microsystems launched its UltraSPARC processor. The suggestion at the time
was that the Ultra variety was better than all the other existing SPARC CPUs
with prefixes like hyper, super, turbo, etc. Over 15 years of marketing
UltraSPARC processors has lent a certain amount of gravitas to the Ultra prefix
in the server world. But does any of that rub off into the storage world? It's
nearly a decade since
synonymous with "fastest DAS speed" in the storage market. So my view
is that the concatenation - Ultra Drive - has low impact as an SSD brand.
- Velocity - from
ATP Electronics - is a
family of industrial SSDs.
Later - in 2013 - Velocity was the name
given to a family of PCIe
SSDs designed by Violin.
- WarpDrive - from
LSI - is a
PCIe SSD. As millions
of Star Trek fans can tell you - warp drive (invented by - I can see his
name but the name escapes me...) is the fast way to go when chasing (or
evading) Klingons on the
starboard bow. And warp is far superior in open space to the impulse
drive. For the minority of people on this planet who don't get the Star Trek
reference and yet who might still be in the market such an SSD - an
alternative and equally valid reading of Warp Drive is that of a storage drive
which can stretch to adapt to the load challenges it might encounter when used
as a cache or SSD ASAP.
- the World's Fastest Storage - was the message used by Texas Memory Systems -
when they were promoting their FC SAN rackount SSDs in 2001. They were the
world's first enterprise SSD company to run
banner ads to
promote such products. (You can easily guess which site they chose to do
that.) Below is an example of one of those early ads.
- XcelaSAN - from
Dataram - sounds like
it's something to do with "acceler"ating a SAN - which is what the
product does. The more obvious coupling of these words - SANaccelerator
- was already used 7 years earlier by
- Xtreme - from Flexxon
- is a family of SSDs aimed at medical, industrial and auto markets.
- ZeusIOPS - from STEC
- combines 2 ideas - Zeus (father of the gods in ancient Greek mythology) with
IOPS - which
is a measure of application speed.
|Branding Strategies in
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and the Naming of Names
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just because it has an animal printed on the label? If so - what animal should
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