Microsoft Surface: good name

Why the Surface will work.

Names are funny things. Take for example "Starkiller". It’s not a bad name. It’s pretty appropriate for a character in a Sci Fi story - probably a bad guy, someone you wouldn’t want to mess with. But the world would have been a poorer place if George Lucas had left the main protagonist of his most famous work with that moniker, instead of the more evocative (and appropriate) "Skywalker".

Which is why I think Microsoft are wise to name their new tablet the Surface.

Firstly, it’s an easy to name to say and write. It’s very hard to find single English words that you can trademark (let alone find a half decent url that hasn’t been sat on already), so when you already own one (as Microsoft did in this case), you’re wise to use it, even if the products that have gone previously have had less than stellar success.

Secondly, you can tie yourself in knots trying to find exciting new and different names to use. Choosing and then sticking with a name is really hard. Everyone loves how Apple brands products with their simple "i" device. But it so nearly wasn’t so. Steve Jobs was all set to call the iMac the rather less exciting "Macman" right until the last minute. If you’ve got something simple and evocative sitting right in front of you, grab it.

Thirdly, not everything makes sense when you’re naming. Can you imagine calling your product Gertrude, Centipede or 5t? No? Yet someone had the gumption to go for Mercedes, Caterpillar and 3M. Picking a new name needs courage, faith and a grim determination to make something work. Would you have sat in a room and bought "Blackberry?"

Plus in this case, there’s fun to be had with name elements like "surf" and "face" that already resonate in the digital territory the product occupies. It just fits.

Finally, whoever picked surface really understands that one of the things people love about tablets is the tactile way our hands sweep across them, the touch, the glide, their smoothness. Remember those sweeping hand gestures Tom Cruise made as his hands shot across those giant touch screens in "Minority Report". The way tablets feel makes using them special. And now Microsoft have a shot at owning that territory, both literally and metaphorically.

Of course, not everyone will love the name and these things are totally subjective. That’s the way of the world. But at least from a naming point of view, the Microsoft Surface has a real shout at making it.

Of course, whether the product's any good or not –well, that’s another story…

'Richard Morris runs branding and Design agency Identica.

Microsoft Surface, Photograph: Getty Images

Richard Morris blogs at A View From Ham Common, which was named Best New Blog at the 2011 Lib Dem Conference

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We're running out of time to stop a hard Brexit - and the consequences are terrifying

Liam Fox has nothing to say and Labour has thrown the towel in. 

Another day goes past, and still we’re no clearer to finding out what Brexit really means. Today secretary of state for international trade, Liam Fox, was expected to use a speech to the World Trade Organisation to announce that the UK is on course to leave the EU’s single market, as reported earlier this week. But in a humiliating climb-down, he ended up saying very little at all except for vague platitudes about the UK being in favour of free trade.

At a moment when the business community is desperate for details about our future trading arrangements, the International Trade Secretary is saying one thing to the papers and another to our economic partners abroad. Not content with insulting British businesses by calling them fat and lazy, it seems Fox now wants to confuse them as well.

The Tory Government’s failure to spell out what Brexit really means is deeply damaging for our economy, jobs and global reputation. British industry is crying out for direction and for certainty about what lies ahead. Manufacturers and small businesses who rely on trade with Europe want to know whether Britain’s membership of the single market will be preserved. EU citizens living in Britain and all the UK nationals living in Europe want to know whether their right to free movement will be secured. But instead we have endless dithering from Theresa May and bitter divisions between the leading Brexiteers.

Meanwhile the Labour party appears to have thrown in the towel on Europe. This week, Labour chose not to even debate Brexit at their conference, while John McDonnell appeared to confirm he will not fight for Britain’s membership of the single market. And the re-election of Jeremy Corbyn, who hardly lifted a finger to keep us in Europe during the referendum, confirms the party is not set to change course any time soon.

That is not good enough. It’s clear a hard Brexit would hit the most deprived parts of Britain the hardest, decimating manufacturing in sectors like the car industry on which so many skilled jobs rely. The approach of the diehard eurosceptics would mean years of damaging uncertainty and barriers to trade with our biggest trading partners. While the likes of Liam Fox and boris Johnson would be busy travelling the world cobbling together trade deals from scratch, it would be communities back home who pay the price.

We are running out of time to stop a hard Brexit. Britain needs a strong, united opposition to this Tory Brexit Government, one that will fight for our membership of the single market and the jobs that depend on it. If Labour doesn’t fill this gap, the Liberal Democrats will.

Tim Farron is leader of the Liberal Democrats.