And the whoops of the day goes to the German company TrekStor, who tripped into a multicultural morass with the name of their latest MP3 player – the i.beat.blaxx. (They quickly renamed the product to simply blaxx.) Thing is, the multicultural aspects of a name are just one or many vital considerations during a naming exercise, a process that a Ford executive recently called “one of the most arduous and crappy tasks that an organization ever has to do.”
