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Valleywag: Ever wonder precisely why big companies such as AOL are so painfully sluggish? Here's an insight. AOL recently launched an enhanced search service which, alongside search results from Google, showed capsule reviews, videos and other content from AOL itself. Straightforward enough. Splice in the different databases, slap a name on the product, pray. Not for AOL. The company engaged a top-tier naming agency, evaluated 120 different options, tested the finalists with focus groups in Denver and Chicago, checked on the meaning in 16 languages -- and the brand strategy group explained its process in a laughably belabored 20-slide presentation. After all that preparation, they forgot to remove the Powerpoint file from the website. Read on, for the screenshots, and a window into the corporate hive mind.
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AOL® FullView™ Search
July 27, 2006Sarah BranchAOL Brand Strategy
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Why create a new name?
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AOL FullView™ Search
Why the new name?
• AOL is launching its next generation Search product experience, designed for a broadband world -- opening up the question – should we develop a new name?
• A new name sends a signal that AOL’s search experience is significantly different
• Elevates the new Search product within the AOL portfolio
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AOL FullView™ Search
What did we look for in creating a new name?
Our new name needed to signal ‘new’, ‘different’
It needed to deliver ‘richness’ while maintaining ‘credibility’, ‘trusted source’
To build upon AOL Search messaging of ‘accomplishment’ and ‘discovery’
To generate intrigue and trial…we want the name to help consumers check it out!
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AOL FullView™ SearchHow did we create the name? We didn’t just invent it ourselves…
We followed 3 basic steps:
1.Engaged a top tier Naming Agency, Lexicon Branding, Inc. to develop creative naming options, that also made strategic sense for our Search business;
2.Worked as a cross-functional team to select several options, through a process of creative selection and Legal input; then
3.Researched the names with Consumers, to select the most effective name.
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AOL FullView™ Search•Who is Lexicon ?
• Lexicon, founded in 1982, is a best of breed Naming agency – their sole mission and expertise is Name creation and development.
• Lexicon has created some of the world’s most prominent Names
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“A Name is more than just a word…”
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“…it’s the start of a conversation”
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AOL FullView™ Search
All successful Names meet three basic criteria:
1.Intrinsic Values: images or ideas conveyed by a name, that transcend product context.
2.Expansiveness: the ability of the name to support multiple messages, and to grow and adapt with product change.
3.Credibility: believability of the name amongst consumers, within the product’s category or context.
……So our process had to consider names that met these criteria.
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AOL FullView™ Search
We worked as a team…
• Search Marketing• Brand Strategy• Search Product• Audience Marketing• Research• Legal• Consumers!
• Multiple working sessions• Executive support • Team input
…together with Lexicon
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AOL FullView™ Search
Through the working sessions, the team evaluated names against the Naming Objectives…
• Signal New & Different• Deliver richness, credibility / trusted source• Ladder to our messaging of ‘accomplishment’ / ‘discovery’• Generate intrigue & trial
…going from 120+ names to 15 finalists for Research!
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AOL FullView™ Search
It’s not about our internal ‘likes’ or ‘dislikes…it’s what the name means to the consumer
Consumer Research:• Focus groups in Denver and Chicago• AOL Members• Non-AOL Members• Broadband• Dial-up• Target consumer (HH 18-49)
Lexicon’s proprietary “Reverse Context Methodology”:• Free Association• Names in a variety of contexts
• Retail store; handheld technology device; online mapping• Add real AOL Search context
• Read concept statement, show visual mock
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panoramic
atmosphere
understanding
relaxed
glass
being on top of a mountain
mirror
maximize
windows
wideshot
informational
grasping everything
sceneryabundance
open space
knowledge
fulfilling
comprehensivevacation
all inclusivepromising
whole picture
big picture
openness
zoom out
exploratoryFullView™
“ see the world, discover new places”
“get the full perspective”
“bringing the full Internet into view”
“control over the Internet”
“innovative”
“FullView is about discovering”
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AOL FullView™ SearchOne Last Step: Linguistics Assessment
Evaluated the English word ‘FullView’ in 16 languages:
“The greatest strength of ‘FullView’ [linguistically] is its clarity to speakers worldwide”
English (UK) Spanish (US/Latin America)
Korean Russian
French (France) Italian Mandarin TurkishFrench (Quebec)
Greek Polish Arabic
German Japanese Portuguese (Brazil) Italian
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AOL FullView™ Search
“Full” and “View” are very familiar English words
“Full” has range of positive meanings, e.g.:– Can mean ‘totally’ in a young, hip way in Quebec French– Good fortune, winning position --Turkish– In Mandarin, pronunciation reminds them of ‘fu’ meaning ‘rich’
• Could lead to Chinese translation to fu-jing, ‘rich view’
“View” is understood to mean transparent, comprehensive
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AOL FullView™ Search
Together a clear, logical, modern, interesting combination.
“F” and “V”
Fastest, VibrantSpeed, Decisiveness, Dynamism
Rhythm One-two Energetic, final-sounding
Syllables Equal weight & stressSymmetrical name; reliability, dependability
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AOL FullView™ Search
Positive associations for consumers – Intrinsic Values of Comprehensiveness, Openness and Perspective
It’s Expansive…it’s durable, it will last over time as the product iterates
And it’s Credible…consumers believe FullView makes sense for Search and for the AOL brand.
• A few other good reasons… It met team criteria agreed to at the beginning It’s flexible – works with ‘Search’ and Google attribution Easy to understand & pronounce by speakers of many language Lots of visual imagery – great for Marketing communication
