The power of connotations

What’s in a brand name?

In October of 1955, a marketing researcher at Ford named Robert Young wrote the poet Marianne Moore a curious letter. Ford had designed a new car, which it hoped would revolutionize the industry, and it was struggling to find a good name. Young said that the options his division had come up with were “characterized by an embarrassing pedestrianism.” Perhaps a poet could devise something to convey, “through association or other conjuration, some visceral feeling of elegance, fleetness, advanced features and design.” In the following months, Moore sent Ford a long list of suggestions that were anything but pedestrian: Intelligent Bullet, Ford Fabergé, Mongoose Civique, Bullet Cloisoné, Utopian Turtletop. ….[READ]

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