Naming and Branding Agency

Posts from: April 2007

Colbert on branding (and naming)

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Here it is, your moment of “WTF?”

Black Single Love

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Here it is, your moment of schadenfreude

“The group that made a dream a reality” (click pic to engorge):

company names

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Because they’ve run out of “Most Extreme Centipede” ideas

Discovery Channel to air “The Joy of Lex” in July.

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FoolView

Remember the descriptive compound names of the doomed search engines of yore? LookSmart, InfoSeek FindWhat, AllTheWeb, etc? Failing to understand the lessons of the past, AOL has brought back generic naming and branding with their new search engine name, “FullView”.

At first glance “FullView“ might seem merely a literal translation of AltaVista, but that would be “HighView”, and thus quite different, of course.

Here is the hysterical PPT that AOL used to sell this dog internally. Note slide number four, where they say the name needs “to signal new, different” and “generate intirgue”.

FullView was named by “best of breed naming agency” Lexicon.

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