Master-McNeil

Master-McNeil, Inc. is a naming agency. One of the first firms formed exclusively for brand naming and research, it was founded in 1988 by SB Master. Master added "McNeil" to the company name because it "had a substantial sound" which led potential clients to assume that the company was "big and important, even though we weren't when we first started."[1][2][3]

Master-McNeil, Inc.
IndustryNaming
Founded Berkeley, CA, 1988
Headquarters Berkeley, CA
Websitewww.naming.com

Prior to founding Master-McNeil, Master was the president of Wordmark, a division of the San Francisco-based agency Landor Associates. At Wordmark, she named brands including Touchstone Pictures, Westin Hotels, Pacific Telesis Group/ Pacific Bell, Fleet Financial Group, and Asiana.[4][1][5]

Master-McNeil’s naming process includes linguistic analysis, brand architecture, trademark search and domain name acquisition.[6] Among others, the company has named PayPal, We TV, the Buick Lacrosse, and Quid. Their clients have included AMD, Apple, Comcast, Chevron, General Motors, Kodak, Nestlé and Volkswagen.[7][3]

References
  1. Beato, G. (September 30, 1998). "Buy Any Other Name". Mother Jones. Retrieved 18 March 2017.
  2. Calvo, Dana (September 4, 1994). "It May be the Name Game, but They're All Business". The New York Times. Retrieved 18 March 2017.
  3. Shimp, Terence A. and, Andrews, J. Craig (December 29, 2008). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Southwestern. ISBN 978-0324593600. Retrieved 18 March 2017.
  4. "Mentors". entrepreneurship.berkeley.edu. Haas School of Business. Retrieved 18 March 2017.
  5. Oldenberg, Don (May 22, 1987). "PLAYING THE CORPORATE NAME-CHANGE GAME". Washington Post. Retrieved 18 March 2017.
  6. Lesonsky, Rieva (May 14, 2007). "How to Name Your Business". Entrepreneur. Retrieved 18 March 2017.
  7. Horovitz, Bruce (January 23, 1990). "Sometimes, What's Not in a Company's Name Is What Really Counts". Los Angeles Times. Retrieved 18 March 2017.


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