News Excerpts   #3
 

BUSINESS: Name game.
By Hal Mattern

If it weren't for John Hoeppner and his company NameQuest, Saturn might not have a sport utility vehicle called VUE, and there might not be a chewing gum called Ice Breakers.

Sometimes NameQuest is hired to conduct research on various proposed names to determine whether they will click with the public. That's what happened in 2000 when Saturn hired the company to help select a name for its new SUV.

The automaker gave NameQuest a list of proposed names, which they presented to a series of focus groups. VUE was a hit with females because they like cars with good visibility.

The company also creates original names for new products. It came up with the name for a disposable toilet brush called Scrubbing Bubbles Fresh Brush and created the name GermFighter for a Raid bug spray that kills insects and any germs left behind.

Other products they have worked on include Jergens Naturally Smooth, Skintimate Shave Gel, Ziploc's Easy Zipper and Campbell's Simply Home.

Business & Technology

Wireless disservice: If Wall Street liked the impending $41 billion merger between AT&T Wireless and Cingular Wireless, consumers were less impressed. In the NameQuest Online "Loving The Brand" study of the 130 most advertised U.S. brands, wireless-service providers were the least loved by 2,600 consumers. AT&T Wireless, ranked No. 105, was actually the best-rated of the wireless companies. Cingular was No. 123. Verizon Wireless was 112th and Sprint PCS was 130th.