The Identity Gang lit up this morning when someone asked, in the event of the generic, cross platform, ubiquitous identity meta-system “what does that little button on the website say?” As was pointed out this is really a marketing question that is ideally suited to not being solved by perfection minded techies. That said, this does mirror a conversation I had with Johannes Ernst a while back when I pointed out the need for a generic term that isn’t a Microsoftism. The meta-system needs a brand.

So when we do get to identity nirvanna what are we going to call it? How will grandma know of what we speak?

Answers on a post card please.