With a huge appetite for evocative names based on real English language words, mobile carriers have put OEMs in an difficult position: to locate something ownable in an increasingly picked-over namescape. The resulting names, while resourceful, sometimes also come off as a bit ludicrous—to the endless delight of critics in industry pubs. (How many 10 Worst lists can you find?)

LG Electronics asked Applied Storytelling to address the naming bottleneck at several levels, from assessing the “state of naming” category-wide to refining LG’s own process to actually developing names for LG’s newest devices and technologies.

Thrill and Marquee are the first outcomes to go live from this ongoing effort. Debuting in 3Q 2011, the LG Thrill™ 4G is the first glasses-free 3D smartphone from AT&T. The name has enjoyed ready acceptance as a fitting cue for 3D-and-more capabilities the phone delivers.

Likewise, the LG Marquee, marketed through Sprint, has set the stage for a story around the smartphone’s ultrabright 4-inch Nova display as well as for its sleek, lightweight fusion of fashion and technology.

Ultimately, we see a world in which carriers and manufacturers come together to develop more truly brand-centric naming solutions. Until that day, we’re pleased to provide LG with a naming platform that supports an ambitious product roadmap while responding to the realities of smartphone naming today.