What's in a name? What's in a tagline?

Yes! I finally got to do one of my favorite things - do nothing but watch the news. After a couple of weeks of many meetings, events, social activities and other commitments keeping me away from quality news watching, tonight, I tuned out everything but the news.

For what I knew, our ports security could have been sold to the Syrians, Ariel Sharon come out of his coma and BlackBerry shut down. But, I guess those must have been old or unrealized news.

Amazingly enough, the news that caught my attention were about "The Hype for Origami" and "Australia Tourism Minister's new tagline". Why? Both reminded me of our past weeks' discussions about product names and taglines.

So, what's in a name? I wasn't quite sure what to expect when the reporter used the word Origami in the same sentence as Intel, Microsoft and Samsung. It wasn't until I saw "it" that it made sense - "the one that folds". Project Origami is expected to be the first version of paperback book-sized computers that will run Microsoft's regular Windows XP operating system on Intel and Samsung hardware. The project is the talk of this year's CeBit high-tech fair. Read more here.

Origami - "the one that folds". An unconventional, but BRILLIANT product benefit descriptor! The good news is that I studied Japanese for a year, maybe some of it comes back to me and soon our discussions are put to rest. Hai, so desu.

Now, what about a tagline? After hearing the news, I thought "googling" it to see what more - BTW Google was also in the news, but not for very good reasons. To my dismay, the news was old news. It's been a couple of weeks since Australia's Minister for Small Business and Tourism launched its new campaign aimed at increasing the economic benefits of tourism to the tune of "So Where the Bloody Hell Are You?". Will it work? That's yet to be seen, but according to this press release, the tagline was carefully and thoughtfully formulated. And, the Aussies are confident.

"Where the Bloody Hell" does one go for a tagline? Maybe go where the Aussies went - down under and out to the target audience.