>Subject: How words Control us
>Sender: [log in to unmask]
>Reply-To: [log in to unmask]
>Date: Jan 25, 1998
>
>>From the Lexicon Branding Company Web page
>~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
>http://www.lexicon-branding.com/story/story.htm
>
>Lexicon was founded in 1982. Our mission is to
>create great names and everything we do is devoted
>to that result. Since 1982 we have completed over
>1,300 assignments.
>
>By combining personal creativity with structural
>linguistics, we create new brands like Pentium
>processors, PowerBook computers, Vibrance
>shampoo, Zima clearmalt beverage, Embassy Suites
>hotels and Slates dress slacks.
>
>Our philosophy is that a great name is a "vessel" that
>allows you to tell a story, deliver an idea, or make a
>promise. A great name uses semantics, sound
>symbolics, and phonetics to deliver a message and a
>personality--in less than a second.
>
>We spend 10% of our profits on Research &
>Development in the areas of linguistics, consumer
>research, and creativity. In the last three years we
>have revolutionized our approach. For example, we
>have moved from large creative teams to flexible
>two- and three-person teams. This has significantly
>increased our creative index and speed to
>presentation.
>
>Our research in sound symbolism in the United
>States, Europe, and Asia has helped us to better
>understand the "universal language of
>branding"--essential, we think, to creating truly global
>
>(Much more to see there-DB)
>http://www.lexicon-branding.com/story/story.htm
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