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Topic: More Accessible Board Branding (Names) (Read 9287 times) previous topic - next topic


Sep 11, 2010, 04:54 am Last Edit: Sep 11, 2010, 04:56 am by TheLaw Reason: 1
I am no professional with Arduino, but it has sort of become an addiction. For some reason I like sharing my addiction with other people. I tell them that I am working on an Arduino Duemilanove. First off, I barely finish the word "Arduino" before they say "What did you say?" and then when I finally get to Duemilanove, they stare at me blankly, purely lost.

The name Arduino cannot be replaced. We know that. It's like Apple changing their name to Pear or Orange. It doesn't really work.

But the model names can be changed. Mega, Mini, Pro. All of those are very acceptable and universal names. Just about anyone can say them, no matter where you are from. With a large base of Arduino users using English or atleast understanding English somewhat, it seems as if it would be better to make the name a little more understandable.

I for one have no idea how to pronounce "Duemilanove". I say Dwemalanovay. But even still. It is a long word that is hard to spell. Believe me, I had to go the Duemilanove page to copy and paste it here.

I don't think too many people are attached to the Italian names. Maybe you are but...

Well, that is just my suggestion. Not really a true suggestion as in "what component to switch out or add", but something else.



I like Arduino and duemilaove and so on.  They work MUCH better in web searches than "Mega", "Mini", and "Pro."

These days, working well for web searches is ... useful.

They're normal Italian words, but I guess they don't show up much in text form, any more than "twothousandnine" shows up in english?


Sometimes I copy and paste, other times I just write "2009" and be done with it. On other occasions I'll simply write "Arduino", then reference the processor later (ie, ATMega8/168/328 or ATMega1280)...

I will not respond to Arduino help PM's from random forum users; if you have such a question, start a new topic thread.


due - thats easy, in a lot of languages - it directly connects to TWO
mila - well, this is understandable in most languages (mile, milli..)as a THOUSEND...
nove - that is more tricky.. (French: neuf) It is not new, its NINE.

Spanish speaking people - they are increasing in the US, aren't they? - will not have any problems with it - they might even love it...

Even if you are not a linguist you should know some foreign numbers.. How about:
Milleseptcentquattrevingtneuf  ;D


But I believe to market a good product, you shouldn't even have to think about how to spell it or what to write or how to say it. It should be simple and understood. I have nothing against the Italian branding. It was made by Italians! But how about a more simple Italian word? Something short and descriptive.

Regardless of what nationality you are, or what language you speak, saying the word "Duemilanove" is not going to be instantaneous. You want something that can easily remembered and recited.

I think it would be better as an outreach to new users.

How about the Arduino Centro? or the Arduino Nucleo, or the Arduino Cruciale or something of that nature. Short and easier to remember, in my opinion.


Have to agree with the OP. It's clearly a product designed, built and marketed by engineers.

For my part I've never bothered referencing Duemilanove (yeah, I copy and pasted that!!), it's meaningless unless you know exactly what it is. I was chatting to a friend the other day who's heavily into engineering, microprocessors, etc (bunch of patents at companies like Palm, Apple etc).. anyway... he'd never heard of Arduino, much less "Duemilanove" (love copy/paste). But as soon as I mentioned ATmega328 he knew exactly what that was, and away we went with our discussion on RTOS' options and other fun stuff.

Anyway, that's my $0.02 worth..



That is a nice true life story. But it would not have run differently if the Arduino would have been called AXXON and  the Duemilanove "2009". (You might recall a lot of products from the nineties, having been called "2000".)

He did not know of the Arduino, because it is not a relevant concept for him. It is a concept for "the rest of us". The Arduino was developed to HIDE AWAY the idiosynchrasies of historic processors as the AVR series.

Many things here in the forum have to do with DISCLOSING them again, which is a little bit perverse, I think...


I'm afraid there's a little bit more to marketing than using an English word as a model name.

"Arduino" doesn't have any problems getting noticed in the hobby electronics sector - just look around you. They're everywhere and from what I can tell, growing all the time.

You're trying to solve a problem that doesn't exist.


Sep 15, 2010, 12:25 am Last Edit: Sep 15, 2010, 12:28 am by TheLaw Reason: 1
I never said that I thought Arduino should be changed....But in all honesty, it might be helpful as well.

When I tell people about it, like I did today, they honestly go, "Ardew...what?"  When I finally send them a few links, they all seemed genuinely impressed and that's the problem. There's probably a lot of potential users who would make great additions to the community. There's a lot of people I know who are electricians/electrical engineers, and Arduino would be something they'd really be into.

But if I tell them verbally, they'll go home and try to type in "Arduino Duemilanove" into Google, but instead they'll type something like "Ardeeno Demalnov" and who knows what result they will get.

Think of Apple. Apple is the epitome of marketing. Now, Arduino isn't really a corporation racking up millions of dollars a year, but that doesn't mean we can't spread our user-base by marketing a little.

But think about Apple. Their products are simply named and fairly descriptive. The name Apple is easy to remember, and you know exactly how to spell it and say it. Arduino on the other hand, there is like 5 pronunciations for it, and Duemilanove, well who knows?

Apple MacBook: Three syllables and fairly descriptive
Arduino Duemilanove: Seven syllables (I think) And what is this telling you about the product?

If anything is to get changed by the next revision, (which it can, and has), it should be the Duemilanove part. It doesn't matter where you are from, besides Italy that is, you probably won't know how to spell Duemilanove and that's not good for marketing.

Humans are guilty of jumping to conclusions or making a bias without even knowing anything about the matter at hand. They judge a book by its cover and not its contents. Same thing with Arduino. People are going to hear the name and automatically become skeptical.

If it is a more accessible name, something short and consise, we have a better chance at grabbing those people who might be interested but are deterred by the name or similar things.

Also, a more professional website might be more helpful. Pretend you are Apple or Microsoft. Hell, look at the Atmel site. To be brutally honest with you, I LOVE the Atmel site. It's simple but intricate and just really appealing. Also, I'd like to have the Arduino site fit the whole screen and not just stay left aligned. If anything make it center aligned.

Well that's just my input. Hope it's not too repetitive. It's constructive criticism. Don't think I am trying to get down on anything/anyone. I am really just trying to help. I rambled a lot, but its really just what I think.


I for one hope the Arduino folks never get too caught up in the what's best for marketing purposes mindset. They seem to be down to earth engineering folks having fun with their creations. If we can live with the non-standard shield spacing then we can certainly live with whatever cute names they come up with for their products.  ;)



Oh thats not the point.... -________-


But if I tell them verbally, they'll go home and try to type in "Arduino Duemilanove" into Google, but instead they'll type something like "Ardeeno Demalnov" and who knows what result they will get.

What you get: Arduino Duemilanove

Gotta love google; by the way, with their new "instant" feature, I bet they find it easier...

I will not respond to Arduino help PM's from random forum users; if you have such a question, start a new topic thread.


Sep 16, 2010, 01:19 am Last Edit: Sep 16, 2010, 01:21 am by TheLaw Reason: 1
Possibly. I am using Google just as an example. I have like 5+ friends that are really good at C/C++ and tons others that are casual programmers. They want something new/fresh/interesting. This is a perfect place to do that. You have open windows to do whatever you want.

Now some may argue that we don't want people who judge a book by its cover. True. Maybe you'll get a little different mix of people, but there are some really smart people that are really really ignorant.

Do you want to have to surrender to BeagleBoard or not?  :-/


Sep 16, 2010, 01:52 am Last Edit: Sep 16, 2010, 02:14 am by davekw7x Reason: 1
judge a book by its cover

What the heck are you talking about?  I love the name "Arduino."  The first time I heard it (not too long ago) I looked it up.  Really.  On the Internet.  You can do that.  (No, I didn't have any problem spelling it and Google didn't have any trouble finding it.)

Those baby-name sites all have definitions like "good friend", "staunch friend", "brave friend".  Has anyone ever called an 8088 or a Pentium or "Windows Vista" or anything else from Intel or Microsoft any kind of friend?  (Well, maybe their shareholders...)

When I looked a little more I found stuff like the following on http://www.digicult.it/digimag/article.asp?id=1276:

"Arduino from Dadone or Arduino from Pombia, known as Arduino from Ivrea, was the King of Italy from 1002 to 1014. The Romantic culture made his figure popular, because they saw in him a precocious representative of the struggle for Italy to get out from under foreign domination."

Man!  That's some heady stuff!  I mean, damn, I get goose bumps from that (even if it did turn out that our Arduino name was taken from that of the snack bar at the Design Institute in Milan).

As far as the name "Duemilanove" is concerned, I just love it.  Sounds a little exotic to this good ol' boy from Arkansas, but it actually means something: 2009.  Imagine that!  What the heck does Celeron mean? (That crunchy green stalk that you put peanut butter on.)  Pentium? (Maybe it means something to someone, but it's Greek to me, and I can't think of any etymological connection to the actual product.)

On the other hand, maybe I'm not in the ideal marketing target demographic group for any computery stuff. (Really old guy with Welsh/Pennsylvania Dutch forbears, born and half-bred in the Southern U.S.)

Anyhow, don't people sometimes like to stretch their intellects and try the sounds of new things?  Maybe even look them up?  Maybe even learn a little?  See Footnote.

Easy to remember?  I can't say.  Likable?  What's not to like?  And, I think that Arduino has expanded beyond some kind of "cult" status that is only appreciated by a few technogeeks.  What's the post count on this forum?  How many registered members?




TheLaw, you said something about
really smart people that are really really ignorant.


"Men are born ignorant, not stupid. They are made stupid by education."
---Bertrand Russell


In Silicon Valley, there's an old joke that goes like this:

What's the difference between a Marketing VP and God?

God doesn't think he's the VP of Marketing.

---davekw7x  (With apologies to Larry Ellison)


born and half-bred in the Southern U.S.)

In that order?  ;)


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