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.
Working under a tight timeframe for a CES
2006 announcement, Master-McNeil is delighted to have
created Preface for PortalPlayer.
"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."
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.
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.
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."
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.
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.
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
The cable channel 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.
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.
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.
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.
The Buick
Rendezvous is a luxury sedan/minivan/SUV—part of
the new breed of crossover vehicles. The French rendez-vous,
meaning an appointment or date, plus the English "meeting
place" association, are both excellent connotations
for this upscale, versatile vehicle.
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. Watch
the trailer.
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.
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.
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.
Logo by Kevin
McPhee and Associates.
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.
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
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.
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 WorldÕs Most Remote Island Sanctuary,
of this wonderful new book and traveling photography exhibit.
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."
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.
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.
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.
