In June of 2020, when we were all working at home, David Bauer wrote a great article on the power of naming and Zoom. Four years on, we wanted to revisit and look at another name that’s become synonymous with remote works and video conferencing: Microsoft Teams. Microsoft Teams stands out not only for its functionality but also for its impactful name. The term “Teams” evokes a sense of unity and collaboration, essential qualities for modern businesses.
Microsoft Teams has seen remarkable growth, a 260% increase in users over the past 4 years (from 75 million in 2020 to 270 million in 2023) and 91 of the Fortune 100 companies, use it as their primary communication tool. Microsoft continues to build the Teams brand into a comprehensive tool for collaboration and productivity.
Why does the name ‘Teams’ work?
Much like Zoom’s rapid rise, Microsoft Teams owes part of its success to its name. David highlighted in his article that a strong brand name can significantly impact market performance. “Teams” suggests collaboration and unity—essential for seamless communication and teamwork. This straightforward, powerful name immediately conveys the idea of working together, aligning perfectly with Microsoft’s brand attributes. Unlike many tech names, “Teams” is simple, memorable, and devoid of negative connotations, emphasizing teamwork over technology or speed.
5 Naming Principles that Work
Naming a brand or product isn’t just about creativity or using the latest AI tool; it requires rigorous market research. An approach to naming needs to look at initial associations, evaluating category fit, identifying negative connotations, and ensuring differentiation from competitors. David’s principles remain as critical as ever in naming research:
- Initial Associations: What comes to mind when people hear the name?
- Category Fit: How well does the name fit the product category?
- Negative Associations: Are there any potential negative connotations?
- Differentiation: Does the name stand out from competitors?
- Name Recall: How we’ll does the target audience remember the name?
For Microsoft Teams, the name checks all the boxes. Its initial association is overwhelmingly positive, evoking images of collaboration and mutual support. It fits perfectly within the category of productivity and communication tools and stands out by focusing on the essence of teamwork.
The Critical Role of Market Research and Naming
Brand and product names need to be tested with customers to ensure they resonate and avoid negative connotations. Testing involves understanding what comes to mind when people hear the name, how well it fits within its category, and its differentiation from competitors.
Poor naming research can lead to forgettable or negatively associated names. Engaging real customers in the naming process provides valuable insights into their emotional responses and cultural perceptions. This feedback loop is crucial for refining the name to ensure it resonates well with the intended audience.
Where will Microsoft and Teams go next? Its rise, integration, and strong name allow for multiple platform extensions that fit the Teams brand strategy well. One thing is certain: there’s always more to a name, and research with customers will bring insights and emotions critical to success.
Hemispheres helps people understand their customers as well-rounded individuals. It’s an approach we call Research for Humans. Let’s continue the conversation…reach out at hello@hemispheresinsights.com
Paul Smith, Vice President
Paul Smith is a Vice President at Hemispheres Insights. Paul is a seasoned expert in uncovering customer insights and unmet needs, specializing in driving innovations, shaping value propositions, and developing effective Go-To-Market strategies. With experience in launching over 50 global products and managing customer research in over 30 countries, Paul has a robust international perspective.