Some companies are simply better at it than others. The biggest mistake these days is letting engineering choose the names.]]>
The challenge for many code names is that they tend to gain a life of their own and the code name becomes the product name. It becomes a huge marketing headache to effectively rename the product at the time when the code name is already the assumed product name.
To prevent that from happening, vendors often use code names that have no chance of becoming product names such as words that cannot be trademarked (names of cities, rivers, mountains) or names that are just too absurd to become a product name (Ice Cream Sandwich or Snow Leopard).
The unsolved problem is the fact that the vendors these days often cannot keep the project and thus the code name quiet until they are ready to launch the product. As a result, the absurd code name still tends to gain traction, at least for a period of time.
This is a tough one to solve. But then again, at least the press has more material to write about]]>