Maverick

New Family of Semiconductor Chips

Cirrus Logic Semiconductors was rolling out a new family of chips to be used in MP3 players and other audio devices. The chip wasn't just another boring, evolutionary next-step-up, but represented a breakthrough design when compared to what was offered by competitors.

Cirrus Logic asked NameStormers to come up with a name that would meet a variety of criteria including:

1) Appeal to the designers of the audio players and devices, mostly located in the Asian and Pacific parts of the world, who ultimately specified which brand of chip went in the devices.

2) Reflect the product's position as a revolutionary breakthrough, not an evolutionary step-up.

3) Easy to spell, say and remember.

4) Tie back to the Southwestern United States where Cirrus Logic had its roots.

Maverick was the top choice because it met all these criteria. The term "maverick" brings to mind someone who is out trying new things, and perhaps coming up with cool, novel ideas. It was memorable and engaging, embodying the romanticized image of rough and tumble American cowboys and pioneers on the edge of the frontier that many of the Asian and Pacific target found very appealing.