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AOL FullView

®

Search

July 27, 2006


Sarah Branch
AOL 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 Search ™

How did we create the name?


We didn’t just invent it ourselves…

We followed 3 basic steps:

• Engaged a top tier Naming Agency, Lexicon


Branding, Inc. to develop creative naming options, that
also made strategic sense for our Search business;

• Worked as a cross-functional team to select


several options, through a process of creative selection
and Legal input; then

• 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:

– Intrinsic Values: images or ideas conveyed by a name,


that transcend product context.

– Expansiveness: the ability of the name to support multiple


messages, and to grow and adapt with product change.

– 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 • Multiple working
• Audience Marketing sessions
• Research • Executive support
• Legal • Team input
• Consumers!

…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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“ see the world, discover new places”

“bringing the full Internet into view”


“FullView is about discovering” openness
promising
understanding
comprehensive all inclusive
vacation
big picture grasping everything wideshot
panoramic
“innovative” open space zoom out
informational

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 ™

One Last Step: Linguistics Assessment

Evaluated the English word ‘FullView’ in 16


languages:
English (UK) Spanish (US/Latin America) Korean Russian
French (France) Italian Mandarin Turkish
French (Quebec) Greek Polish Arabic
German Japanese Portuguese (Brazil) Italian

“The greatest strength of ‘FullView’ [linguistically] is


its clarity to speakers worldwide”

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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

Speed,
Fastest, Vibrant Decisiveness,
“F” and “V”
Dynamism

Rhythm One-two Energetic,


final-sounding

Symmetrical
Equal weight & stress name;
Syllables reliability,
dependability

Together a clear, logical, modern, interesting


combination.

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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
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