When managers at the golf equipment company Callaway launched the successor to its Big Bertha driver, in 1995, they faced a challenge: What should they call it? They settled on Great Big Bertha, which was followed two years later by Biggest Big Bertha. It’s a clever progression—but is it the right way to name next-generation products?
A version of this article appeared in the May 2011 issue of Harvard Business Review.
