In our previous issue, we considered the requirements of a large industrial corporation, identified in the public mind with fuels, seeking a new marketing name for one of its principal products. We shall now examine a name actually proposed as a solution, in the light of the corporation's requirements, extracting from it whatever virtues and vices we can detect.
Borgmann, Dmitri A.
"How Not to Name a Product,"
Word Ways: Vol. 1
, Article 17.
Available at: http://digitalcommons.butler.edu/wordways/vol1/iss3/17