Professional Documents
Culture Documents
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
AOL Powerpoint On How They Came Up With Name For New FullView Search
®
™
Search
1
Why create a new name?
2
AOL FullView Search
™
3
AOL FullView Search ™
4
AOL FullView Search ™
5
AOL FullView Search ™
• Who is Lexicon ?
6
7
“A Name is more than just a
word…”
8
“…it’s the start of a
conversation”
9
AOL FullView Search ™
10
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!
11
AOL FullView Search ™
12
AOL FullView Search ™
Consumer Research:
• Focus groups in Denver and Chicago
• AOL Members
• Non-AOL Members
• Broadband
• Dial-up
• Target consumer (HH 18-49)
13
“ 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
14
15
AOL FullView Search ™
16
AOL FullView Search ™
17
AOL FullView Search
™
Speed,
Fastest, Vibrant Decisiveness,
“F” and “V”
Dynamism
Symmetrical
Equal weight & stress name;
Syllables reliability,
dependability
18
AOL FullView Search ™