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the name game

Say a company name like Xerox, or Betty Crocker, or Yahoo, and immediately your mind floods with a litany of precise images. Picking an evocative, memorable name is the first major decision a company has to make, and in this Salon article, you'll read about how one business confronted this daunting task. Hewlett-Packard spun off one of its divisions, and had to choose a moniker as memorable as that of its competitor Lucent. Wondering what name it went with? You won't hear it from me--you'll have to follow the link to get the scoop.

Wed, 01 Dec 1999 08:04:42 -0800