Mythical animals as brands

American philologist and cultural scientist Grant McCracken puts forward versions , what is the reason for the popularity of similar brands associated with animal names: fire fox , fire eagle , fire dog and others. I wonder why these brands use especially popular in the IT world?

When a person first hears a name like “fire fox” or “fire eagle”, bewilderment immediately appears. But if you savor such an unusual combination of words, a thought gradually comes: it sounds good.

The fact is that the above-mentioned brands contradict the intuitive understanding only a little bit. They cannot be called incomprehensible in fact, says McCracken. They are almost understandable - that’s what is needed for memorable titles. At first, our perception is not able to understand them, but it is this fact that prevents them from quickly disappearing from their heads , as is the case with thousands of other brands.

Images of animals, apparently, awakens in man certain unconscious animal motifs that have been laid down on the genetic level since the days of the primitive era, when people themselves were part of the animal world. For some reason, subliminal memes go well with incomprehensible computer images. For example, images of strange animals from 19th century engravings are ideal for illustrating UNIX terms .
')
Fire fox and fire eagle are similar to mythical animals from the epics and myths of ancient Greece, Scandinavia, and American Indians. And it works. Natural creature with super power - this also applies to software.

via O'Reilly Radar