Applied Software Project Management Book Review

Filed under: Books — admin at 10:12 pm on Wednesday, October 31, 2007

It’s not often that a software project management book comes
along that is practical, easy to read and stacked full of ready
to use process scripts. Andrew Stellman and Jennifer Greene have
done just that with recent book Applied Software Project
Management.

There are too many books about software project management or
software engineering which are dry, overly complex and boring,
but this book is not one of them. It was a joy to read because
their style of writing is clear without being simplistic and the
authors describe things in just the right amount of detail. It
seems they understand their audience and set out to write in an
extremely helpful and practical way. They have certainly
achieved this.

Part one of the book covers tools and techniques that can be
applied on projects. Project planning, estimation, scheduling,
reviews, requirements, design and programming and testing each
have their own chapter. Part two is about using project
management effectively and has chapters on understanding change,
management and leadership, managing an outsourcing project and
process improvement.

A clear thread throughout the book is a description of the
typical problems software project teams face - inadequate
requirements, managing changes, lack of quality assurance at
each stage in a project, endless testing and bug-fixing cycles,
tensions and misunderstandings between the software engineers
and business users. None of these problems are technical in
nature, but are organisational and managerial. Stellman & Greene
offer practical advice to solve these problems based upon their
experience on similar projects.

Stellman & Greene certainly appear to know a lot about problems
that face software teams. As early as the introduction they
describe the need to overcome chronic problems and this theme is
continued throughout the book. For each problem, there is always
at least one proposed solution. For example, they describe a
common scenario whereby senior managers do not trust the
estimates of the technical team, somehow believing that the
technical team are deliberately over-estimating in order to give
themselves some slack time. Their proposed solution is to
involve these managers in the estimation process so they can see
the estimates being made in a transparent and systematic
fashion. They then go on to describe in detail how to run a
Wideband Delphi estimation session and provide examples of
templates and documents that can be used during such sessions.
They also provide a valuable process script for teams to follow.

Subsequent chapters cover planning, scheduling, reviews,
requirements, design and testing. Whilst most of these chapters
cover each topic in reasonable detail, the section on design is
lacking in detail and provides no description about what kind of
design deliverables might be produced nor any detailed
description of what these design deliverables might contain.
This is in contrast to the requirements chapter which contains
process scripts for requirements elicitation and analysis as
well as a detailed description of use cases and software
requirements specifications documents.

Another nice aspect to the book is the checklists that appear
after dealing with one of the main project management or
software engineering topics. Checklists are important quality
assurance techniques that the authors rightly point out should
be used throughout software projects as a way of catching errors
early. For example, if a checklist applied to the software
requirements specifications catches the fact that a critical
requirement is missing or ambiguous, then the error can be
corrected during the analysis stage. The authors explain that by
catching and fixing errors early, the cost is small compared
with the cost of fixing errors found later in a project. Their
emphasis on quality assurance techniques being applied
throughout the project with examples of checklists to apply is
therefore very practical and useful.

The authors might want to reconsider some of the examples they
use. They describe the process of refactoring code in order to
make it more maintainable and use an example of some Java code
which they gradually refactor over several iterations. At the
end of this process they say why refactoring would be applicable
in situations where code is spaghetti-like. This is fine, except
they use an example of very un-spaghetti-like Java code to
refactor. By doing this it looks to me that they fall into a
common programmers trap of code beautification where programmers
spend time from the schedule iteratively improving code that
works just fine in order to write the ‘perfect’ code, class or
object. I’ve seen this happen on projects where there simply
wasn’t the time in the schedule to allow this, and it certainly
didn’t bring any additional business benefits to the
stakeholders. However this is a minor gripe.

I would have liked to have seen more pages devoted to risk
management. Time and again, not managing risks is cited as a
reason why projects fail. The authors do describe risk
management in a cursory way, yet the book would benefit from a
better description of how and why risk management should be done
throughout the project, not just in the early stages of project
planning.

One thing I thought the book lacked was a detailed look at
iterative methods. The implicit assumption throughout is that
the software project should follow the waterfall method. I would
disagree. There have been some important alternatives to the
waterfall method which have been developed over the last 20
years most notably those based upon iterative approaches. The
main downfall with the waterfall approach is it’s assumption
that everything about requirements is known at the beginning of
a project.

Iterative approaches on the other hand assume that requirements
will change during the project either because users gain a
better understanding of what they need, or because of changes to
the business environment. Based upon this assumption, iterative
methods are designed to better manage this changing environment.
With waterfall approaches, changes in requirements often require
the project to revisit earlier stages with a corresponding
increase in costs and effort. The authors spend barely a page on
the Rational Unified Process (RUP) and the authors should look
more closely into how their practical advice and processes might
be used on alternative iterative approaches to the waterfall
approach.

Finally, I think the book tried to be too broad by appealing to
three different groups of people. Firstly, part one is aimed at
those involved in a software team (project managers, analysts,
programmers and testers). Part two is aimed at consultants hired
to improve project management practices and project managers who
need to manage software outsourcing projects. The book would
have been better had it focused solely on those involved in the
software team.

The penultimate chapter dealing with managing an outsourcing
project is dealt with in a cursory way almost as if the authors
felt they needed to mention it because outsourcing is such a
business priority these days. The final chapter dealing with
process improvement is also too short to deal effectively with
such a large topic. Separate books dealing solely with these
issues would have been more appropriate.

Not withstanding these points, this book is an excellent guide
for those people involved in software projects, both project
managers and technical team members alike. They will find much
they can apply directly on their own projects.

I would recommend this book to anyone who works on a software
development team because the book has so much practical advice
to help people improve their capability to deliver quality
software. Come to think of it, I would also recommend it to
senior managers of companies who have a negative view of their
own software development teams. Perhaps then senior managers
might understand why committing resources to process improvement
is one of the best investments they can make.

You Can Not Be SIRIUS! … or XM?

Filed under: Product Info — admin at 9:17 pm on Wednesday, October 31, 2007

I think it was tennis great John McEnroe who made the phrase “You can not be serious” famous, but he certainly wasn’t referring to SIRIUS and the latest trend in digital satellite technology… Satellite Radio. Any discussion about Satellite Radio just wouldn’t be proper without first paying homage to its digital forerunner, Satellite TV. Since its introduction in 1994 Satellite TV has been the single most successful consumer electronics product in history. It only seems natural that on the heels of such success would come yet another form of digital satellite technology, Satellite Radio.

Satellite Radio squarely addresses the biggest problems associated with current radio technology. FM Radio signals are relatively short range and prone to static. Combine this with a healthy dose of commercials, and you have the makings for some pretty disgruntled listeners.

As far as technology is concerned, Satellite Radio leaves FM in the stone age. Multiple satellites located in geosyncronus orbits above the Earth deliver crystal clear, near CD quality audio signals to wherever you may be. That means you can get in your car and drive across the entire United States while listening to the same radio station. To top it off, your music will never be interrupted by annoying commercials! If you love music, Satellite Radio is a dream come true.

The Satellite Radio scene currently consists of two providers who eagerly compete for your business, SIRIUS and XM Radio. Both companies knew that it wouldn’t be easy to convince the public to part with their hard earned cash unless the value of their product was readily apparent. Having the advantage of starting with a blank sheet of paper, SIRIUS and XM have designed their systems from the ground up to be nothing less than state of the art.

SIRIUS operates from an ultra modern facility located at Rockefeller Center in the heart of New York City. Being in New York was an important part of their mission, as this puts them within close proximity to major recording artists, and disk jockeys. Their custom designed and engineered performance studios are frequently visited by top musicians stopping by for live interviews and performances. SIRIUS programming features over 60 music channels with ZERO commercials, along with 40+ specialized sports, news, and entertainment channels.

XM Radio’s broadcast center is located in Washington, D.C., and includes a 2,600 square foot performance studio for live recording and broadcasts. It is the largest and most advanced of its kind in the world, where artists from all musical genres come to perform exclusive concerts for XM listeners. For regional broadcasting and location work, the Washington studio is supplemented by studios in New York and at the Country Music Hall of Fame in Nashville. XM also offers over 60 channels of 100% Commercial-Free music, 30+ channels of News, Sports, Talk & Entertainment, and 20+ channels of XM Instant Traffic & Weather.

Although it’s in its infancy, Satellite Radio is begining to prove that people are willing to pay for what they currently can get for free. XM and SIRIUS Radio have been growing their subscriber base at a very healthy rate. With its roots in automotive sound, the recent availability of new hardware has truly made Satellite Radio a total solution. Walkman style units now allow you to take Satellite Radio just about everywhere, and sophisticated home units are also available that perfectly integrate SIRIUS or XM Satellite Radio into your home entertainment system.

The future looks bright for Satellite Radio. For those who spend a lot of time behind the wheel, the decision to switch to Satellite Radio can almost be a no brainer. The fees are reasonable, and the service and programming are absolutely top notch. The hardest choice you will have to make is whether to go with SIRIUS or XM Radio. All things in life should be this easy.

© Written By: Michael Casamento

Michael Casamento is the founder of SatelliteTVSmarts.com offering comprehensive comparisons,
along with the latest News, Deals, and Information on Digital Satellite TV, and Internet Access.

For more information visit:http://www.satellitetvsmarts.com

This article may be freely reproduced so long as the above
resource box is included in its entirety.

Loan Programs Available For Individuals With Credit Problems

Filed under: Finance Information — admin at 9:15 pm on Wednesday, October 31, 2007

If you think that you have to have perfect credit in order to
purchase your dream home, think again. There are a number of
loan programs for individuals who have past credit problems,
including bankruptcy. While interest rates may be higher for
those with less than perfect credit, there are now a variety of
mortgage loan programs used to finance the purchase of a new
home. Many companies who specialize in lending, such as
http://www.NorthstarFinance.us, are familiar with the various
loan options and interest rates that can help to make a
homeowner’s dreams come true.

For example, an FHA (Federal Housing Administration) loan is
government backed and the lender is guaranteed to receive their
money. FHA loan programs call for a much smaller down payment
than conventional loans, which often require a 10-20% down
payment on a mortgage loan. New homeowners, people with past
credit problems or no credit at all may find it easier to
qualify for an FHA loan. Individuals with a previous bankruptcy
may be required to provide an explanation as to the events
leading up to their bankruptcy, but
http://www.NorthstarFinance.us offers a convenient pre-approval
and application process that helps the applicant through the
loan process very efficiently. In addition, two years of
re-established credit is recommended if the debtor received a
discharge under chapter 7 bankruptcy. Many lending institutions
prefer to see several open credit accounts with a good payment
history in the two years prior to applying for a mortgage loan.
If the debtor remains in a chapter 13 bankruptcy repayment plan,
he/she will have to request permission from the court before
attempting to get a mortgage loan.

During the home loan process, the applicant will submit
financial information and give permission for the lender to view
a copy of their credit report. If the applicant has past credit
problems, including bankruptcy, missed or late payments,
foreclosures, repossessions, etc., their FICO score will be
lower than if none of those circumstances were present. In
determining the credit worthiness of the applicant, the lender
will look at several factors, including employment history,
credit history and debt to income ratio. Depending on the
applicants credit, or FICO, score, the lending institution may
or may not grant the mortgage loan. If a loan is granted, the
interest rates may be higher than those for an individual with
perfect credit.

In addition to mortgage loans, there are a number of other
programs available to those with past credit problems. Debt
consolidation or home equity loans are offered as a way to help
the applicant regain control over their current debt. For
example, if an individual is overwhelmed in credit card debt,
he/she has the option of applying for a debt consolidation loan.
This type of program allows the consumer to take out a loan to
pay off the credit cards in exchange for one convenient monthly
payments which, in many cases, is lower than all of the credit
card payments combined. A home equity loan allows the applicant
to refinance against the equity that he/she currently has in
their home. A qualified lender, such as
http://www.NorthstarFinance.us will be able to explain the
benefits and risks for those who decide to refinance their home.

Anyone that has had credit problems in the past knows how
difficult it can be to rebuild credit, but it is a comfort to
know that there are loan programs out there for individuals with
less than perfect credit. More and more lending institutions,
such as http://www.NorthstarFinance.us, are becoming dedicated
to helping potential homeowners through the entire lending
process, helping to get the lowest interest rates possible and
explaining the various loan programs available to fit their
needs.

Located in Florida, http://www.NorthstarFinance.us is a mortgage
company specializing in various loan programs, including
mortgage, debt consolidation, home equity lines of credit, etc.

Defensive Driving Schools in Texas: The Four Texas Online Sites You Need to Know!

Filed under: Vintage Cars + More — admin at 9:09 pm on Wednesday, October 31, 2007

Defensive driving refers to a state of knowledge. This state of knowledge involves the intricate knowledge of the road and mechanics of driving. The goal is to help drivers not only drive well, but drive safely when others around them make driving conditions poor. Texas offers several different defensive driving schools. Defensive driving schools in Texas are often available online. Four of these include Online Defensive Driving, a Sense of Humor Driving, Get Defensive, and Texas Defensive Driving Online.

Online Defensive Driving

One school that is based in Texas that is meant to help the Texan driver handle him or herself defensively is Interactive Online Defensive Driving. The program is available 24 hours a day, seven days a week. The course is segmented into six different sections. Then there is a test at the end. The computer will be the grader of the test and you will have the certificate sent to you.

A Sense of Humor Driving

One program that is centered in the state of Texas is A Sense of Humor Driving School. The sections include an introduction, the traffic safety problem, the student profile, the top 5 moving violation causing crashes, attitude, feelings, habits and emotions, driving challenges, traffic laws, procedures and driving emergencies, protective equipment, organ donation. There are also sections on seat belts, road signs, defensive driving strategies, road rage, DWI, and jeopardy.

Get Defensive

Get Defensive.Com offers another option for Texas drivers. The course is easy and can be done online. The site keeps track of the progress and offers help for course takers.
The course itself is based on defensive driving. There are statistics, animations, driving examples, videos showing the difference in signs, traffic lights and more.
The course is complete when the final exam is taken.

Texas Defensive Driving Online

Finally, there is the Texas Defensive Driving Online. The course is self paced. In other words, you can take the course in how ever much time it takes you to take it. You can retake the final exam. The defensive driving course is a six hour course and covers 12 chapters, with quizzes available after each chapter.

John Mancini writes about defensive driving online and offline. You can read more about matters like defensive driving schools and defensive driving in Texas on his websites.

The Liver: A Vital Acne-Fighting Organ

Filed under: Looking Good — admin at 8:11 pm on Wednesday, October 31, 2007

As we all know, blood circulates throughout the body in order to sustain life. We also know that acne is an epidemic that affects millions of us daily. So, acne and the liver- what do the two have to do with each other? The following explains why this vital organ can be crucial to fighting acne.

The liver is responsible for detoxifying the blood as it comes from various parts of the body, such as the lymphatic system and colon. Once the blood is cleansed, it is then circulated to distribute oxygen throughout the body.

The toxins we consume force the liver to overexert itself in order to neutralize the toxins. There are times, though, when it becomes especially difficult for the body to eliminate the toxins. For example, when you are constipated, the liver becomes overworked and forces other organs such as the skin to excrete these toxins. As a result, acne and pimples may erupt when your liver does not function properly.

Have you ever seen a commercial for a fiber supplement? If you aren’t consuming enough fiber, it is important that you add a supplement to your diet. Doing so will keep your liver functioning properly and, as a chain reaction, keep acne from overtaking your skin.

Written by: Kismet W. Johnson
www.teenacnesolutions.com

Applying For Credit Cards Online

Filed under: Mathematics Tips — admin at 1:51 pm on Wednesday, October 31, 2007

More and more people are applying for credit cards online. With the plethora of different means for which you can apply for your desired card, companies really try to make it easy for you to apply for their credit card. Along with online auctions, and shopping, signing up for credit cards, loans and insurance has been one of the fastest growing commercial activities on the net. Part of the reason is the speed and convenience of doing so. Another part of the reason is that you can find out the offers of a huge number of providers all at one place and judge which is the best very easily.

Applying for credit cards online can be an extremely simple process. Most credit card providers have websites that give you all of the necessary information to make your decision. If you are looking for a credit card, all you need do is visit their site and judge for yourself if the terms are acceptable. You have access to a huge number of card providers online so if you want to shop around it couldn’t be easier. There are even websites that specialise in comparing different rates and different categories of card which make your selection process even easier. For example, if you want a credit card that provides a good balance transfer rate, then you can search these specific cards. Or if you want a card that has a good reward scheme, low interest rates on purchases, or any other speciality, then it will all be there at your finger tips.

Once you have decided on a card, click the link to the card providers website or application form and fill in your details. You will be asked for all your personal details, and usually that is all. The rest of the information, the card providers can access themselves through your credit report. They will take your application and review it and do a credit check. If they are satisfied that you are a good risk, they will accept your application. While this is all done in the same way as any other form of credit application, because it is online it is secure, and also a lot faster. You do not have to wait for the application to get to them in the post and it is a lot more difficult for would be fraudsters to intercept the information.

Once the card provider has accepted your application, they will mail out the necessary documents which you should read, sign and return. Within a week, they can have sent you your card, and your pin in two separate letters and the process is complete; you have just been accepted for a new credit card.

There are some rules to credit card use that you should also be aware of, determined by the type of card that you have. Normally 0% balance transfer credit cards when you are transferring balances have the basic rule of not spending on the card – anything that you spend will accumulate interest, while you continue to pay the transferred balance. In effect, negating the point of the 0% transfer.

For more information on credit cards, visit the comparison sites http://www.creditcards121.com and also http://www.cardguide.co.uk where you can find balance transfers and more.

Getting Started: Online Gambling

Filed under: Gambling Wheels — admin at 1:47 pm on Wednesday, October 31, 2007

For people new to the world of online gambling, the web sites can be overwhelming at first. There are many gambling sites to choose from and many games to play. From Texas Hold-em to betting on horses, these sites are packed with lots to try. When gambling online for the first time, try some of the easier sites. Sites that offer poker for fun, not money. It is easy to register on the site and lessons are usually offered for free. Learning to play different variations of poker is a lot of fun, especially when playing with people of the same skill level. Meeting people from all over the world is fun. Leaning to gamble is easy when others can demonstrate how.

After learning the rules of poker, one can move on to sports betting. This is fun for those who already bet at race tracks or casinos. The rules are the same and bets are similar in format. The only difference is no waiting in lines and no cash upfront. The money is withdrawn from an account as well as deposited if money is won. It is easy to keep track of bets and enjoy the game while its on. Gambling online has advantages over gambling over the phone and at the casinos because a person can bet on their favorite team in the comfort of their own home. They do not have to pay long distance phone charges when places their bet. It is a very convenient way to gamble.

After a person has been gambling online for a while, they will try more advanced games and place higher bets. Finding two or three sites that one is comfortable betting on is normal. People can meet others, swap information about teams in chat rooms and place bets. It is exciting and challenging.

Check out our Baseball Odds Comparison if you are looking to start gambling on the baseball season.

Emotion Driven Photography

Filed under: Life Of Photography — admin at 1:44 pm on Wednesday, October 31, 2007

Take a photograph that is set up perfectly, composition, lighting, scale, its all right. You take the shot and feel pleased with the outcome, but how much personal emotion went into the shot?

This is a question you should ask yourself every time you press the shutter down.
For human emotion is a powerful tool to equip your images with. It avoids images
taken without reason or understanding. It evokes feelings and emotions within the
viewer of the photograph, and it gives the image a much greater level of meaning.

As a nature photographer, any image I take has been the result of an instinctive feel
for the environment being shot. We all know that feeling you get when you reach
the summit of a mountain, or when you step into the warm sea for the first time.
Something within gives you a great satisfaction, a buzz that you cannot keep hold
off. How incredible would it be to find a photograph that could capture that feeling
and record it within an image? An image that unleashes these very emotions when
viewed. This however is no easy task. It requires a photographer that is sensitive to
their surroundings and understating of their subject. The images do not require
being laboured over, for it should be instinctive, driven by the emotion of the taker.
If it feels right, take the shot.

Of course, not everyone will see in an image what you see, and will not feel what
you feel. This is unavoidable, but you do take away some of the static feel that can
suffocate a photograph. Make your photos exciting, make them feel alive, make
them look real, and most of all, equip them with emotions.

John Threlfall is a self-taught photographer with a deep passion for nature
photography. With an upbringing in the countryside, John strives to capture his
feelings and emotions within his images. John has a Masters
Degree in ‘Creative Imaging’. His work can be viewed at http://www.capturednature.com
The images capture the pure simplistic, yet breathtaking beauty that is hidden away
in rural Britain.

How I Saved My Family $133.88 This Month

Filed under: The Virtual Lifestyle — admin at 2:10 am on Wednesday, October 31, 2007

There is one simple thing we all can do to save money. A few
months ago I was checking over my phone bill and discovered that
I had been charged for $3.99 monthly over a period of about 6
months. The charge was for International Call Plan, which I
never signed up for. I do not call overseas, therfore I do not
need that plan. I cannot remember now how much if any credit I
was given. This month I decided to go on line and pay my phone
bill as I do many of my bills. And I clicked on the link that
led me to My Services. I was being charged for DSL and Dial-Up.
Anyone knows if you have DSL you do not need Dial-Up service.
The monthly fee was $9.95. So I called SBC/ATT and spoke to
someone in customer service. I wanted to know first of all if
the charge was for Dial-Up and not Internet hosting. My hosting
is being charged directly to my phone bill. So that means I have
been charge $9.99 a month for a year, for a service I do not
need and do not use. That amounts to $119.88. The customer
service person explained that the Dial-Up service had never been
“merged” with the DSL account and that the Dial-Up service was
setup by the company temporarily until I received my DSL stuff
in the mail. So she credited me for 11 months @ $9.99 each. That
totals $109.89.

Yesterday I was online going over my checking account. I
discovered that $29.99 was debited for Sports Illustrated. I had
started a free subscription as a customer at Blockbuster video
store. I found the letter that described my dicounted
subscription fee and the date that my account would be debited.
My account was debited on December 2 and the letter said it
would be debited on December 26. They took the money 24 day
sooner. I cancelled it and my money will be refunded back to my
account within 10 days.

That totals $139.88. It’s near Christmas time and I could use
that to buy a few things for those in need.

So let this be lesson to you. Remember to check your services
and bills for accuracy. The company is not necessarily looking
out for you. You have to look out for your hard-earned money.

Good Luck!

Brandnameitis: The Incoherence Of Naming In The Pharmaceutical Industry

Filed under: School of Health — admin at 1:22 am on Wednesday, October 31, 2007

It would be easy if all drugs fit into categories named after the seven dwarves (Sleepy, Sneezy, Dopey, Happy…etc). Unfortunately, the naming of new drugs is well short of a fairytale process. Drugs, regardless of prescription or over-the-counter status, lack a coherent brand-naming standard. The seemingly random production of brand name drugs not only prevents consumer (and physician) efficacy but also obstructs many helpful drugs from the view of the target market.

For example, have you ever heard of Callisto, Ridomil, Actara, or Quadris? Perhaps
you have taken one of those for a headache or for chronic back pain. We hope not
because those are actually brand names of crop protection chemicals. What is the
difference between a name like Callisto or Actara as opposed to Cialis or Allegra?
They are created by marketing firm ABC for product XYZ. There is no differentiation.
There is no brand. In the pharmaceutical industry, there are just names.

In fact, all drugs are guaranteed three names: chemical, generic, and brand. The
chemical name is the technical name that is rarely used in practice and only
understood by lab rats and physicians. Generic names, which usually involve a
chemical stem for identification, must go through several approval steps in order to
be established. Generic names are ideally short, easily pronounced names because
these are the names with which healthcare providers and medical students must be
familiar and comfortable. Perhaps generic drug naming has more to offer than we
think.

What follows the generic name is the actual brand name. The brand name is where
the marketing element of pharmaceutical naming comes into play. Pharmaceutical
experts explain, “Creating a generic name is a science; creating a brand name is
more of an art.” Pharmaceutical brand names are created and trademarked just like
names for any other product or company. Naming a drug seems to be equivalent to
naming a car or a type of running shoe. The brand name is purely a marketing
decision and may very well have nothing at all to do with chemistry. However, drug
brand names must pass many rigorous tests before being finalized. Drug brand
names require USAN Council and FDA approval in addition to the typical legal
checks for trademark infringements.

In addition to the several stages of approval, drug names cannot make “over
promises” to the consumer. For example, Regain was the original name for Rogaine,
but was overturned because the result of regaining hair was considered an over
promise to the balding consumer. What also differentiates the resultant marketing
of a drug is the fact that the FDA and USAN continue to monitor the marketing
materials of the drug in order to maintain the integrity of the medical information.
This exclusive naming process within the pharmaceutical industry makes the
concept of brand even more distanced and untouchable for drugs, which places an
immediate strain on the consumer market.

In order to neutralize the relationship between consumers and drugs,
pharmaceutical companies’ advertising campaigns have attempted to familiarize
consumers with drugs with the same messaging Budweiser and Target utilize.
Names like Viagra, Rogaine, Valtrex, and Claritin mean something to the consumer
because of the commercials they recognize from TV and the famous spokesmen
who promote the drugs. The drug names do not factor in at all. It helps for the
names to sound like something else or to be short and easy to pronounce.
Otherwise, drug names may as well be as random as the items in your refrigerator.

Where does naming fit into brand? Naming involves a lot of thought, creativity, and
artistry; however, strategy should always be in the foreground when naming a new
brand or renaming an old brand. Naming is not identity, brand is. Who the customer
believes he is when he uses a brand is the most important instrument upon which
brand naming must play. Naming and brand must work together in order to
maximize efficacy. A name can only do so much to influence the customer; however,
in order for a brand to influence at the point of purchase, the name must also be in
sync with the brand identity. An association and self-recognition must occur within
the mind of the customer. Many companies confuse names with brands because
they are not aware of what brand really means or what kind of process branding
truly involves in order to succeed.

Similar to any consumer product or service, the pharmaceutical industry needs to do
its homework on the target audience in order to properly name and brand drugs.
This involves careful research and observations of consumer trends within the
market. Most of these drug names are merely made up names that are created
before the drug is even produced, untested and given little thought by marketers
(other than FDA approval and trademark infringement). There has to be something
more to these names, and whether that indicates the lack of influence of parent
drug companies such as Merck, Pfizer…etc, or a lack of effort on the part of
marketing firms, something must be done to differentiate arthritis medication from
plant fertilizer.

Molly Sunderdick - EzineArticles Expert Author

Molly Sunderdick
Brand Strategist
Stealing Share Inc

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