Tuesday, 4 November 2008

Language and progress

With the imminent release of our skills assessment software for Autodesk Revit, we have been musing here at CADsmart Towers as to whether the term 'BIM' or some other acronym might ever fully usurp the term 'CAD' and make our name and corporate identity look a little dated.

But today it struck me - it doesn't matter, because one of Europe's biggest companies has a corporate name that is so dated due to a rapid change in technology that it would be laughable if it were proposed for a new firm today, yet they continue to dominate in their field with a very clear message about what they do.

Step forward The Carphone Warehouse. If you go to their website and search for 'car phone' you get no results - they don't sell any. Of course they don't, and everyone knows this. Consumers are so familiar with their high-street name that nobody thinks twice about it. 

Long live CADsmart!


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