How Not to Name a Product

Authors

Dmitri A. Borgmann

Abstract

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.

Recommended Citation

Borgmann, Dmitri A. (1968) "How Not to Name a Product," Word Ways: Vol. 1 : Iss. 3 , Article 17.
Retrieved from: https://digitalcommons.butler.edu/wordways/vol1/iss3/17