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AOL powerpoint on how they came up with name for new FullView search

AOL powerpoint on how they came up with name for new FullView search

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Published by fluffster
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.
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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Published by: fluffster on Mar 27, 2007
Copyright:Attribution Non-commercial

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01/01/2013

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AOL
®
FullView
 Search
 July 27, 2006
Sarah 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 productexperience, designed for a broadband world -- openingup the question – should we develop a new name?A new name sends a signal that AOL’s searchexperience is significantly differentElevates the new Search product within the AOLportfolio

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