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Why create a new name?
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AOL FullView Search
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AOL FullView Search ™
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AOL FullView Search ™
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AOL FullView Search ™
• Who is Lexicon ?
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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 ™
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AOL FullView Search
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We worked as a team…
• Search Marketing
• Brand Strategy
• Search Product • Multiple working
• Audience Marketing sessions
• Research • Executive support
• Legal • Team input
• Consumers!
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AOL FullView Search ™
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AOL FullView Search ™
Consumer Research:
• Focus groups in Denver and Chicago
• AOL Members
• Non-AOL Members
• Broadband
• Dial-up
• Target consumer (HH 18-49)
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“ see the world, discover new places”
FullView
exploratory
glass maximize
™
abundance
scenery being on top of a mountain
relaxed fulfilling
mirror knowledge
“control over the Internet”
windows
“get the full perspective”
whole picture
atmosphere
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AOL FullView Search ™
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AOL FullView Search ™
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AOL FullView Search
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Speed,
Fastest, Vibrant Decisiveness,
“F” and “V”
Dynamism
Symmetrical
Equal weight & stress name;
Syllables reliability,
dependability
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AOL FullView Search ™