tel 510.486.0947
fax 510.486.0950
contact@naming.com
2080 Second Street
Berkeley, CA 94710 |
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Consumer/Mass Market Names
          
          
        
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PeerPong
Master-McNeil has been delighted to work closely with this venture-funded start up to creat their new name and URL, including consulting on their logo, tone, and look and feel. Incubated by Partech International and formerly known as "Muchobene," our new name, PeerPong (www.peerpong.com), is shorter, more memorable, more relevant, and more fun. A real-time question & answer service that works with Twitter, PeerPong enables users to find and ask a question of a knowledgable peer, and to engage in a live back-and-forth conversation with that person. Implied (though not stated) in our name is both the "pinging" of the initial contact, and the "ping-pong" of the back and forth conversation. Similar in structure to our very successful PayPal name (www.paypal.com), we expect PeerPong to play an important role as a significant player in improving internet search satisfaction. |
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PayPal
Our name for this popular payment service,
adopted as the company's name, humanizes and demystifies
the "beaming" of money over the Internet. PayPal
conveys the speed and ease of use of the service, benefits
that make PayPal the most popular way to pay for online
auction purchases, as well as to borrow cash or split
expenses. The name's short syllables, plosives, and alliteration
make PayPal particularly easy to say and remember. |
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WorldBridge
Master-McNeil created the new international brand WorldBridge for CSC's global visa, passport, and work permit services business. As described by the British government, "Worldbridge is a commercial company, working in partnership with UKVisas, the UK border Agency, and British diplomatic missions around the world." Worldbridge handles these formerly-diplomatic functions for the UK in over 40 countries.
That the WorldBridge name is constructed from two familiar words, widely known to many non-English speakers, is deliberate. Further, the words themselves suggest the access to the world that a visa, passport, or work permit provides. Our bridge logo makes visual and reinforces this message of access and connection, clarifying meaning for non-English speakers who may doubt their understanding of the words themselves.
Master-McNeil's work included extensive international trademark and linguistics research. Our design work included extending the logo to print material and shopfront signs. |
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Eos
The Volkswagen Eos name and vehicle were introduced at the November 2005 Frankfurt Auto Show and brought into the United States market for the 2007 model. Eos, the Greek Goddess of the Dawn, marks the dawning of a new era for Volkswagen. This sporty, powerful, and beautifully stylish new convertible with “power retractable hardtop with integrated panoramic sunroof” has received excellent reviews have been excellent and sales have been good.
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Preface
Working under a tight timeframe for a CES
2006 announcement, Master-McNeil is delighted to have
created Preface for PortalPlayer (now owned by NVIDIA).
"Notebooks incorporating the Preface technology and
Windows SideShow will enable users to instantly access
data in Microsoft Office Outlook, play music, view pictures
or access other new features. The second display is available
even when the laptop is off or in standby mode,"
said Arman Toorians, Vice President of Marketing for PortalPlayer's
Personal Media Display Division. "This is an exciting
time for the company," said Gary Johnson, President
and CEO of PortalPlayer. "We believe our new Preface
technology platform will stimulate increased demand for
next-generation notebook designs because it is one of
the first readily visible new innovations in notebooks
in years." |
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LaCrosse
The
Buick LaCrosse is a luxury, five-passenger sedan offering
advanced technological features. The French tonality of
the name, combined with lacrosse sports imagery suggest
the car's balance of refinement and capability. LaCrosse
replaces the stalwart Regal and Century nameplates. |
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NuVue
The next generation of handheld PDAs, gaming
devices, and digital cameras will have displays you can
view at any angle and that don't drain your battery as
much. This will all be made possible by Eastman
Kodak's new line of displays using OLED technology,
for which we created the name NuVue.
OLED displays don't require a backlight because the materials
light up when an electrical charge is applied. This light-emitting
characteristic means that the displays need less power
to run and can be thinner than LCD's. |
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Rainer
Rainier was chosen from our crossover/SUV
work for Buick
as the name for their new luxury SUV, introduced in the
2004 model year. This premium, six-cylinder SUV with available
V8 engine and all-wheel drive, "elevates the spirit of
American style to a whole new altitude." |
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Member's Mark
Member's Mark, our private-label brand name
for Sam's
Club, a division of Wal-Mart Stores, Inc., communicates
the special access to value-priced products that Sam's
Club membership provides to customers. The private-label
brand name spans a wide variety of products, replacing
multiple product-specific names.
Logo by Source,
Inc. |
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AccuClean
Master-McNeil is delighted to have created
AccuClean
for this revolutionary new product line from American
Standard. As described by our client, "AccuClean
is a whole house air cleaner, which works in conjunction
with your heating and cooling system. The most effective
air filtration system in the nation, it can clean up
to 99.98% of allergens from the air your family breathes...
With AccuClean, the majority of irritating particles
like dust, pollen, pet hair and dander, dust mites,
mildew, lint, fungus, most tobacco smoke, cooking grease,
even bacteria, will be removed from the filtered air."
With its focus on the primary benefit, our name speaks
for itself. |
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title nine
Our work with the women's apparel company
(catalogue and stores) title
nine includes the (historic) removal of "sports" from
their corporate name, tagline development, and consulting
on new initiatives |
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We
Romance
Classics found itself too limited by its name as it
had grown to include more adventurous, action-oriented,
for-women programming, in addition to its more traditional
movie schedule. Master-McNeil's Women's Entertainment
Network, shortened to We, suggests a broad range of programming,
not limited to stereotypical womens' TV fare. |
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Country Creamery
Working with Dreyer's/Nestle
to create this new brand was great fun. Besides creating
the brand name "Country
Creamery" and flavor names, Master-McNeil joined
with the Dreyer's/Nestle team to resolve package form,
graphics, lid style, and messaging questions. Additionally,
we were deeply involved in multiple phases of research,
and advised on final name selection. Our new name captures
associations with rich, homemade ice cream flavor and
texture, which we learned consumers are looking for. |
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p.s.
We were delighted to provide United
Airlines with consulting services related to messaging,
benefits, positioning, and naming of their new "premium
service." Additionally, the emphasis on coast-to-coast
flight service in United's p.s. advertising grew directly
out of our work. |
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Magnum
Our name for Brita's
largest water-filtration pitcher to date, Mägnum
is derived from the Latin magnus, meaning "great."
As the word "magnum" is often used to describe
a larger than usual (1.5 liter) bottle of wine or champagne,
Mägnum aptly communicates the pitcher's large capacity
and elegant "Euro" styling. |
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Bad Company
Master-McNeil was happy to be asked to
name this big-budget Joel Schumacher/Jerry Bruckheimer
movie for Buena
Vista Entertainment, a Walt Disney company, starring
Anthony Hopkins and Chris Rock, which opened June 7,
2002. |
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Holland America names
Master-McNeil recommended
Holland
America's use of oost (east),
zuid (south), and dam (ship),
to complement Holland America's existing
Noordam (north) and Westerdam (west) family
of ship names. Additionally, we suggested
Grand Vista as the name for Holland America's
new class of ships. Shortened to Vista,
this works well with the N-S-E-W compass
points of the four ship names.
We also recommended Holland
America's use of prinsen (prince's),
resulting in the ship Prinsendam, a cherished
name from Holland America's past. |
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American Thunder
American
Thunder aims to be the magazine for NASCAR nation,
carving a niche in the field of automotive magazines.
It's the first publishing venture financed by San Francisco
hedge fund, Clarium
Capital Inc., led by former PayPal
co-founder and chief executive Peter Thiel. |
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MemBrain
Master-McNeil created the name MemBrain
for Marmot
Mountain's high-performance Smart Fabric Technology,
used in high-end rugged outdoor clothing, and meant
to compete with GORE-TEX. The "brain" portion
of our name plays on the smart, adaptable nature of
the fiber technology, a shape-changing polymer that
responds precisely to climatic conditions, adjusting
its form to keep the wearer warm and dry. |
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You Gotta Be Kidding!
In this repositioning of the popular "Would
You Rather?" game series to target younger children and
their parents, our new name for Zobmondo
is more playful and involving, and includes a subtle reference
to "kids." Both versions are prominently featured at Barnes
And Noble stores nationwide. |
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Great American Deli
We are delighted that our brand name, Great
American Deli, originally developed for a new Made-Rite
product line, was recently adopted as their company name
as well. The company makes a broad line of hot and cold
sandwiches, snacks, and sweets sold in convenience stores
throughout the Southeast. "The name has a solid, heartland
feel... In consumer testing up against leading competitors,
Great American Deli is a home run," said Keith Sullivan,
the company's president.
Logo by Daniel+Douglas+Norcross |
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Solera
Solera
by Del Webb offers quality resort-style amenities, a range
of stimulating recreation and social opportunities, and
available medical care, within an intimate, upscale adult
community. Our name, Solera, is uplifting and energetic,
suggesting being "full of light," while also
echoing Del Webb's previous community brand, Sun
City. |
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Archipelago
Legendary fine art photographers and award-winning
environmentalists David Liittschwager and Susan Middleton
- with whom Master-McNeil worked with on an earlier National
Geographic television special - join forces once again,
to showcase a breathtaking selection of the native flora
and fauna of the remote Northwestern Hawaiian Islands,
home to nearly seventy percent of our nation's coral reefs.
We are delighted to have consulted on the name and tagline,
Archipelago:
Portraits of Life in the World's Most Remote Island Sanctuary,
of this wonderful new book and traveling photography exhibit. |
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Teamworks
TeamWorks
is our name for a new cooperative, which provides customized
household services including housecleaning, laundry,
errand running, and gardening. As a co-op, after six
months of employment, employees will have the opportunity
to join in the ownership and formal governance of the
company. Our new name suggests this team-like cooperative
ownership, while also suggesting that working together
"works." |
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Fuelers
We were delighted to have
provided strategy, benefits, positioning,
and naming consulting to Pacific
Food Ventures, resulting in the creation
of their new healthy cookies brand. We were
also pleased to participate on the client
team regarding packaging design directions. |
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GoStix
Our lively, upbeat name for Foster
Farms' savory food-on-a-stick range of microwave snacks,
aimed at on-the-go children, teens, and their busy parents. |
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Clean Between
Our new Clean Between brand name, created
for Classy
Kid, encompasses a product line of over twenty products.
Parents who worry about dirt, germs, and viruses appreciate
the "defensive barrier" and "cleanliness" messages of
the new brand. |
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Traverse
Master-McNeil created the Chevrolet
Traverse concept car name for
General Motors. The Traverse is an innovative
passenger vehicle that merges the popular attributes
of Chevy trucks with the agility of sedans. The
vehicle has an integrated HP computer with Internet
access, as well as easy cargo loading and access
features. Our name suggests the versatility and
ruggedness of the vehicle which is designed to appeal
to family car buyers who seek dependability and
fun. |
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Family Wonder
This name grew out of our work with
MovieStreet, an Internet retailer of entertainment
and learning products for children. Suggesting togetherness,
fun, and discovery, the FamilyWonder name reinforced
the site's slogan, "the smarter way to shop for
kids." |
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© 2008 Master-McNeil, Inc. All trademarks are the property of their respective owners.
All rights reserved. |
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