There are tons of desktop 3D printer options out there, and it’s often hard to distinguish between models.
With literally hundreds of different machines available today it’s almost inevitable that some products have nearly identical, or at least similar names. This is a problem for companies attempting to market them, as a name too similar to other products can make it very difficult to gain space in a buyer’s head.
Even if the products are technically excellent, a problematic product name can pose significant sales challenges, so it is critically important to select names carefully. I most often see this effect with new 3D printer startups, who often spend considerable time developing the technical aspects of the product but seem to pick product names more casually.
A good name is not only memorable, but it should also be searchable. And by searchable, I mean it isn’t easily mixed up with other not-relevant search results.
For example, if you were to search for “Ultimaker”, there’s no doubt what you’re going to find. On the other hand, searching for “Axiom”, you’re going to have to scroll a great deal to find a reference to Airwolf 3D’s excellent 3D printer.
Here’s an example of similar names: Sintratec and Sinterit. These are two different 3D printer manufacturers that produce excellent 3D prints using the SLS powder process. But the names are similar enough that those less familiar with the space may get the two mixed up.
Sometimes product name confusion happens within a company. Currently the company selling the most desktop 3D printer units is Taiwan-based XYZprinting, whose low priced units and worldwide sales network proved extremely popular. However, it is always very challenging to follow their product line, as the products have very similar names. Here’s a list of their current products:
- da Vinci Mini
- da Vinci miniMaker
- da Vinci Jr. 1.0 3-in-1
- da Vinci Jr. 1.0
- da Vinci Jr. 1.0w
- da Vinci 3D Pen
- 3D Scanner
- da Vinci 1.0
- da Vinci Jr. 2.0 Mix
- da Vinci 1.0 AiO
- da Vinci 2.0 Duo
- da Vinci 1.1 Plus
- Nobel 1.0 Advanced
- da Vinci Jr. 1.0 Pro
- 3D Scanner Pro
- da Vinci 1.0 Pro 3-in-1
- da Vinci 1.0 Pro
- Nobel 1.0
And that’s their CURRENT line up; they’ve had numerous prior versions of their equipment with very similar names, with perhaps thirty-ish different models so far.
I don’t know about you, but unless you know the secret formula for interpreting XYZprinting’s product naming strategy, you could become very confused about what each product does.
I think some manufacturers should spend more effort developing better names for their 3D printer products, don’t you?
