New Android naming insider: Not surprisingly dead

This week, the BBC published an article titled Google's unexpected new version of Android named Kat, revealing the behind-the-scenes story of Google naming the next-generation Android operating System "Kit Kat" (KAT). The name follows Google's long-standing tradition of naming Android as a dessert, but Google's secrecy has been done very well, before the name of "Kit Kat" was officially unveiled, even Google's own employees were in the dark. No business deals Google named the next-generation Android operating System "Kit Kat" (KAT), a registered trademark for Nestle's chocolate bar. The move was surprising, as Google hinted that it would name the Andorid 4.4 version "Key Lime pie" (lime pie). One might think it was a marketing stunt for Nestlé, but Google said in an interview with the BBC that it was the company's own idea, and that there was no commercial deal with Nestlé. "It's not a money deal," says John Lagerling, director of Google's Android global partnership, but instead, Google did it to create "a fun and unexpected" effect. However, a branding expert warns that there is a big risk of such cooperation. "If your brand is on top of another brand, it will inevitably be associated with it, both good and bad," said Simon Myers, a prophet partner at brand consultancy. It is naïve to think that your reputation and brand appeal will not be affected if the brand or business has a reputation problem. "In the past, Nestlé has been criticized for promoting infant formula in developing countries, and the company has had extensive recalls of its products." Nestlé, for example, recently recalled a suspected salmonella-infected dog food in the United States. Google itself faces a number of problems, and the U.S. government recently reported that the number of malware attacks on Andorid was the largest of all mobile operating systems. Google also announced in Wednesday that the Andorid device's activation volume has exceeded the 1 billion mark. Follow the dessert naming tradition from 2009 onwards, Google and its open handset Allianc partners to the dessert to name Android, the previous version is called "Cupcake", "Donut", "Éclair", "Froyo", " Gingerbread "," honeycomb "," Ice Cream Sandwich "and" Jelly Bean ". While developers have dubbed the new Android version "Lime Pie" in Google's internal files, Lagerling revealed that Google had decided to name it by Kat late last year. "According to what we know, only a handful of people know the taste of lime pie," he explains. Our team's chefThere is a snack in the room, it is Kat, for the night hungry programmer to eat. One day, someone said: ' Why don't we call the Andorid new version Kat? ' We didn't even know which company had the trademark title, and it was hard to make that choice, ' he said. But then, we decided not to give it a try, so we got in touch with Nestlé. Last November, Lagerling said, he telephoned Nestle's advertising agency in the UK and offered a cooperative intention. The next day, Nestle invited Lagerling to attend a meeting and confirm the cooperation in 24 hours. "Honestly, we decided to work with Google in an hour," said Patrice Bula, head of marketing at Nestle. "Bula admits there are many risks to working with Google, for example, if the new Andorid fails or is particularly vulnerable to malware attacks, it could cause collateral damage to the Kat brand. He joked: "At that time, I could be fired." Bula also said: "When you try to promote a brand in a new way, the risk is certainly greater than the traditional means." If you don't know if the pool's water is cold or hot, then you can swim 10 laps. "To everyone's surprise, in February this year, at the Mobile World Congress in Barcelona, Spain, the top two companies at Google and Nestle held a secret meeting to finalize every detail of the cooperation," MWC said. Now, to promote the partnership, Nestlé plans to produce 50 million chocolate bars with an Android logo and then sell it to 19 countries, including Britain, the US, Brazil, India, Japan and Russia. The chocolate bar was packaged 2 months ahead of schedule, and although the event was huge, two companies managed to keep it secret. Bula admits: "Confidentiality is the most important part of Google's strategy, the relevant information must not be leaked." "Google's Android team has also taken a series of measures to ensure that the name of the new Android is surprisingly effective, and only a few people understand the decision." According to Lagerling, "inside the company, we still call it ' Key Lime Pie ' and even tell the partner that this is the name." If we say that the release of ' K ' is a secret, then the other person will rack their brains and wonder what the story is behind it. "Most Google employees didn't know what was going on until they made the Android cartoon image of the KitKats chocolate bar on Google's Mountain View Company Park." "Many things should not be taken seriously until they are formally announced, especially in the scientific and technological sectors," Lagerling said. I think this event has made many people very surprised, even Google's own employees. ”