Kevin C. Tofel explains how simple branding transcends category names used by industry insiders, and captures a place in the public consciousness:
Such simple branding and product awareness goes a long way toward helping Apple sell products. Look at the iPad, 3 million units of which the company has sold in just 80 days. Instead of floundering around by trying to define the device as a keyboard-less smartbook or a tablet PC without native handwriting capabilities, Apple gave it a definitive name with specific, usable functions and in the process — as I noted when the name was first unveiled in January – cornered the nascent smartbook market before that market even got started.
