SAN FRANCISCO, CA--(Marketwired - Feb 10, 2015) - Zenmark, a full service verbal design agency, created the name DockSpot for a new inductive mobile charging technology that will appear in select cars manufactured by General Motors Co. in the 2015 model year.
Inductive charging allows users to charge mobile devices wirelessly, which is more convenient for passengers and safer for drivers. The technology is expected to debut in some models of Cadillac cars, with other GM brands receiving the feature later in the year.
Zenmark recommended the name after a rigorous verbal design process. The name needed to immediately communicate the purpose of the technology, and it needed to be design agnostic so it could be applied to a variety of console configurations, such as holders, slots, brackets, or bins.
"Each of the four GM automotive brands has a unique personality and a very different demographic sweet spot," said Greg Balla, President of Zenmark. "Finding a name that fits equally well in a GMC Silverado and a Cadillac ATS can be quite challenging."
The word "dock" is useful because of the existing association with device chargers, and the word "spot" has a broad enough interpretation to accommodate different car brands and cabin designs. After testing confirmed intuition, GM chose DockSpot as the official name for the new feature.
About Zenmark
Zenmark® is the industry's first verbal design agency, a leading naming and branding firm based in San Francisco, CA with offices in New York City. Since 1999, Zenmark® has provided premium corporate identities, product/service names, taglines/slogans and branding strategy services in a wide range of markets, including pharmaceuticals and life sciences; information technology; consumer electronics; security; travel services and consumer packaged goods. Recent clients include General Motors, Anheuser Busch, Dell, Novartis, Bristol-Myers Squibb, Eli Lilly and GlaxoSmithKline. Visit www.zenmark.com, email zinfo@zenmark.com or call 415-434-4800.
About GM
General Motors Co. (NYSE: GM) (TSX: GMM) and its partners produce vehicles in 30 countries, and the company has leadership positions in the world's largest and fastest-growing automotive markets. GM, its subsidiaries and joint venture entities sell vehicles under the Chevrolet, Cadillac, Baojun, Buick, GMC, Holden, Jiefang, Opel, Vauxhall and Wuling brands. More information on the company and its subsidiaries, including OnStar, a global leader in vehicle safety, security and information services, can be found at www.gm.com