A handy name for a handy helper

The innovative mechatronic arm system from Brainlab Corporate Services needs a name that will not only describe its functions in the operating room, but also fit into the existing naming system, characterized by short, easy-to-speak and internationally usable names.

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The new product acts as an additional arm for the surgeon, can be quickly and easily brought into the desired position, is mounted directly on the operating table, thus saving valuable floor space and assisting with numerous operations including various attachments. The best-fitting name will express these advantages in contrast to a large, bulky machine. It should also echo the flexibility of the mechatronic arm system in 7 degrees of freedom — contrary to the maximum of 6 offered by the competitors.

In a second step, it should be possible to expand the name with a descriptive suffix to describe the different functions and areas of application of the arm system. This component therefore always has to be considered in the naming process.

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Coming full-circle

From a longer list of suggestions, our customer favored four names, with Cirq as the final favorite. A name that gives the technical product a sense of personality and directly expresses the movement options of the device. Short, concise, international and eye-catching thanks to the unusual letter combination C and Q, Cirq fits wonderfully into the existing name system with products such as Buzz, Node, Kick or Curve.

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Cirq — the little one with great freedom of movement. The name reflects the compactness of the device and gives the product its own personality.