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8/30/02 Umbro Apologizes for Choosing Offensive Product Name
8/20/02 Naming Firm Declares 'XXX' and Vin Diesel are Names that Add to Success!
2/01/01 Naming Company Agrees with Mazda Chief That Their Names Have Problems
11/01/00 Toyota's New Prius Scores Low in Name One!'s Name Scale
6/6/00 Best Name Award Competition Anounced
12/20/99 Medical Mistakes Due to Confusing Drug Names
9/19/99 New York Times - Product Naming as Business
4/21/99 Name One! Names Int’l Ophthalmic Product
11/9/98 Local Firm Creates Winning Name -Eatzis
6/25/96 Name One! is formed

Product Naming Co. Says Mistake Should Have Been Avoided

FOR IMMEDIATE RELEASE 8/30/02

Pound Ridge, New York, August 2002 – The BBC reported yesterday that “A sportswear firm is to review policies after learning that one of its trainers {shoes} was given the same name as a gas used by the Nazis to kill people in the concentration camps.

The Zyklon trainer provoked outrage from Jewish groups, prompting manufacturer Umbro to apologise for the mistake and "regret any offence caused".”

Product namer Lauren Teton of Name One! In Pound Ridge, NY says that Umbro broke an important rule in naming. “Test, Test, Test. Ask a panel of your peers, potential customers, even strangers on the street if they can pronounce the name, and what it means to them. Testing can help avoid disastrous choices on meanings or associations you may have overlooked.”

Mr. Nick Crook, the spokesman for Umbro, said: ‘We regret that there are people who are offended by the name. I don’t think the person who named them knew what it would mean to some people. We are currently looking at who chose it but I can tell you it wasn’t chosen deliberately for its unfortunate meaning. I think in future we will be checking the names we use more carefully.’

Umbro, which makes kits for the England soccer team, insisted the use of the name was ‘purely coincidental’ and not intended to have any connotations.

“Amazingly the last big naming disaster was also an athletic shoe ” says Teton. In 1996 Reebok named a women's running shoe the 'Incubus’ without checking far enough to learn that it means ‘an evil spirit that in medieval times was thought to prey on sleeping women, having sex with them.”

Name One! (http://www.nameone.net) is a national company with offices in Pound Ridge, NY, Mars Hill, NC, and Dallas, TX, specializing in creating names for products, companies, and Internet domains. Clients include The Home Depot, Frito-Lay, Marriott International, Freddie Mac, Siemens Medical Technology, Towers Perrin, and 7-Eleven.

Ms. Teton runs the Pound Ridge, NY office of Name One! For more information, contact Lauren Teton at Lauren@nameone.net or by phone to 914 764-0115.

POUND RIDGE, N.Y., Aug. 20 /PRNewswire/ -- The new movie "XXX" is achieving super-charged success partly because it has a great looking name,and also because its star, Vin Diesel has an outstanding sounding name, says Lauren Teton, partner of the national product naming company Name One!"Strange as it may seem, the stunning success of 'XXX' may have hinged as muchon the naming of the film -- and the name of its star actor -- as it did onthe millions spent to produce it. Picking the right name can be that crucial to a project's fortune," says Ms. Teton. "'XXX' as a movie name, brands itself in the mind. It suggests Sex, and Extreme Excitement. It is unforgettable! The name 'Vin Diesel' is as powerful as a tanker truck speeding down a long grade and is also impossible to forget. Its letter combinations roll smoothly from the mouth." But how do you separate the great names from the bad ones? The Teton NameScale, is a proprietary name rating system that solves the puzzle. "Names are given point scores on how good they sound, look and feel. These are factors that affect the memorability and user-friendliness of names, which is the bottom line of what makes a name good." Name One! has named hundreds of products for Fortune 500 and other companies over the last 20 years, "By creating the Teton NameScale, we can craft names that are much better than average for our clients," says Teton.

Name One! http://www.nameone.net is a national company with offices in Pound Ridge, NY, Mars Hill, NC, and Dallas, TX, specializing in creating names for products, companies, and Internet domains. Clients include The Home Depot, Frito-Lay, Marriott International, Freddie Mac, Siemens Medical Technology, Towers Perrin, and 7-Eleven.

Using the Teton NameScale, Ms.Teton reviews product names and sends a short pithy e-newsletter twice each month to subscribers. Sign up is at http://www.talkingnames.com/. Tips on "How to Name Your Product" can also be found on the site.

Ms. Teton runs the Pound Ridge, NY office of Name One! For more information, contact Lauren Teton at Lauren@nameone.net or by phone to 914 764-0115.

POUND RIDGE, N.Y.--(AutomotiveWire)--Feb. 12, 2001--New Mazda chief executive Charles Hughes says his company has name problems and Lauren Teton, VP of Name One!, a national name creation company agrees. "The names of Mazda's vehicles are all over the board from numbers to letters to natural words, to coined words. There is no consistency. I test-drove a Mazda Protege when I was shopping, and although I liked the car, and speak french, I could never remember that name!" says Ms. Teton.

Mazda's newest sport-utility/wagon is named Premacy. The implied message of Premacy is prime, (first) or supremacy meaning greatest in power. Ms. Teton says it is a good name, that is easy to pronounce and has an appropriate message, unlike Toyota's Prius. "Mazda could use three syllable names beginning with P and ending with a vowel sound, like Protege and Premacy, and the public would come to identify that style of naming with Mazda."

Ms. Teton says the Mazda RX-7 was a fantastically successful car with a name people remembered. The name used the "sexy x" and the "lucky 7" to create a winning name combination. The current model named RX-8 doesn't have quite the same allure to the ear. "Why not have called the it the NEW RX-7, thus linking it to a successful predecessor?" wonders Ms.Teton The new Mazda MP-3 may be meant to denote "Mazda Protege 3rd model but unfortunately shares its name with the computer music format. And the new Mazda 5-Door Sport is hardly even a name at all. "It sounds like a description and is a tragicmissed marketing opportunity."

Name One! Says Prius Name is Too Difficult
(BUSINESS WIRE FEATURES)

As Toyota's new Prius hybrid gas/electric car debuts in America, predictions about its public reception have come from an unlikely source. A national name creation company has announced concern about the car's pronunciation and verbal associations. "Prius scored alarmingly low on our Name Scale. I hope it's not headed for a Nova-type disaster," says Lauren Teton of the Pound Ridge, NY office of Name One!, referring to Chevy's disastrous introduction of the Nova to Latin America, where the name was read as "no va - it doesn't go."

"The name Prius is only two letters removed from Priapus, the Greco-Roman god of the erect phallus. Is Prius just for men to drive?" wonders Teton? "A subtle reference to sex can be good in a name. But this is blatant. Equally bad, it evokes words with negative connotations like 'price,' 'bias,' 'priss,' and `pious'. And why would they choose a name that means "before" in Latin for such a modern car?"

Additionally, Prius scored low on Name One's Name Scale because of its ambiguous pronunciation. The Name Scale assigns points to rate product and company names on factors that affect memorability and user-friendliness of names. Names are rated on how good they sound, look and feel. According to the survey done by Name One!, respondents wondered whether they should pronounce it 'pree-us' or `pry-us. Others who answered the survey said the name made them think 'Pry us out of this small car,' or 'pry us away from our money.

In comparison to the low Name Scale score of minus 3 for Prius, another name from Toyota, Lexus, is a big winner with a superior score of 9 on a scale of 1 to 10. 'Lexus' contains all the letters of the word 'sex,'" says Teton. "It starts with the euphonious letter 'L' and has a five-letter consonant-vowel-consonant structure. It is clear to the ear and easy to spell. These are some of the factors which combine to make it a near-perfect name."

Teton says, "A viable car with an electric power source like this is an outstanding, forward-thinking idea, and deserves a better name. People will learn the correct pronunciation "pree-us". But why start out a new car model at a disadvantage?"

Pound Ridge, NY, June 2000- Name One!, one of the country's leading professional name generation and brand identity companies with offices in New York, Dallas, and Mars Hill, North Carolina, has announced the launch of its first annual Best Name Award Competition. The objective of the award is to bring attention to business and product names that excel in staying in consumers' minds and creating favorable impressions.

"For a name to succeed in the marketplace," says Lauren Teton, vice president of NameOne!, "it must be distinctive in both look and sound. It must be easy to pronounce and to spell from hearing. A good name example is Verizon which plays on the word horizon, but with a twist. Its pronunciation is unmistakable, and it contains the power letters v and z. Another excellent name is the venerable Muzak which has good word construction, as well as meaningful reference to its product. It is a word that has become a household name since it was registered as a trademark in 1938."

To answer the age-old question, "what makes a good name?", Name One! has created a proprietary name ranking formula called NameScale. This formula will be utilized by the NameOne! team to judge its newly-launched competition which is expected to attract thousands of product, company and web site address (URL) entries from around the country.

Individual consumers and professionals nationwide are invited to submit their entries into NameOne!'s competition for the Best and Worst Names they think exist in today's marketplace. Entries should be submitted along with a short explanation as to why the name has been nominated. Entry categories include: Best and Worst Company Name, Product Name, and URL. Honorees of the NameOne! Best Name Award Competition will be recognized in the fall of 2000. Additionally, NameOne! &Mac245; will select a panel of Name Watchers from the competition's entrants to participate in future projects where opinions on names are needed. Entrants should indicate their interest in participating in the panel with their entries.

NameOne!'s professional naming team generates thousands of names for client projects each year. Their team creates a large selection of name candidates specifically for each project utilizing their backgrounds in classic literature, foreign languages, popular culture, science, anthropology and philosophy.

Names presented by NameOne! to clients go through a screening process for appeal, appropriateness, and availability. A factor that sets Name One! apart from other naming companies is its lively presentation of sugge sted names. "In less than two hours, we can help a client narrow a long list of potential names down to a short list that everyone agrees upon. Our name selection client meetings are efficient, fun and integral to the success of our work."

Entries into NameOne!'s Best Name Award Competition must be submitted by August 31, 2000. Entries should be submitted via e-mail to
Lauren@NameOne.net. To obtain more information about NameOne!, contact Lauren Teton in the New York office at 914-764-0115.

( BW)(NY-NAME-ONE!) FEATURE
Toyota's New Prius Scores Low in Name One!'s Name Scale; Name One! Says Prius Name is Too Difficult

--(BUSINESS WIRE FEATURES)--

As Toyota's new Prius hybrid gas/electric car debuts in America, predictions about its public reception have come from an unlikely source. A national name creation company has announced concern about the car's pronunciation and verbal associations. "Prius scored alarmingly low on our Name Scale. I hope it's not headed for a Nova-type disaster," says Lauren Teton of the Pound Ridge, NY office of Name One!, referring to Chevy's disastrous introduction of the Nova to Latin America, where the name was read as "no va - it doesn't go."

"The name Prius is only two letters removed from Priapus, the Greco-Roman god of the erect phallus. Is Prius just for men to drive?" wonders Teton? "A subtle reference to sex can be good in a name. But this is blatant. Equally bad, it evokes words with negative connotations like 'price,' 'bias,' 'priss,' and `pious'. And why would they choose a name that means "before" in Latin for such a modern car?"

Additionally, Prius scored low on Name One's Name Scale because of its ambiguous pronunciation. The Name Scale assigns points to rate product and company names on factors that affect memorability and user-friendliness of names. Names are rated on how good they sound, look and feel. According to the survey done by Name One!, respondents wondered whether they should pronounce it 'pree-us' or `pry-us. Others who answered the survey said the name made them think 'Pry us out of this small car,' or 'pry us away from our money. In comparison to the low Name Scale score of minus 3 for Prius, another name from Toyota, Lexus, is a big winner with a superior score of 9 on a scale of 1 to 10. 'Lexus' contains all the letters of the word 'sex,'" says Teton. "It starts with the euphonious letter 'L' and has a five-letter consonant-vowel-consonant structure. It is clear to the ear and easy to spell. These are some of the factors which combine to make it a near-perfect name."

Teton says, "A viable car with an electric power source like this is an outstanding, forward-thinking idea, and deserves a better name. People will learn the correct pronunciation "pree-us". But why start out a new car model at a disadvantage?"

HEADLINE: "Medical Mistakes" Report Spotlights Importance of Little-Known Consulting Specialty

DATELINE: POUND RIDGE, N.Y., Dec. 20, 1999

When the Institute of Medicine released its bombshell report earlier this month on 44,000 to 98,000 deaths a year in the U.S. attributable to medical bungles, one prominent factor mentioned was easily confused drug names.

According to Lauren Teton, Partner of Name One!, a product naming firm with offices in New York City, Dallas and Mars Hill, North Carolina, pharmaceutical companies often spend hundreds of millions of dollars developing a drug, and then overlook pitfalls that a good naming specialist would help them avoid.

"We see bad names that cause problems almost every day in our work says Lee Ballard, Partner of Name One! "Some are fatal to products. Drug names it would appear, have been fatal to the user." As examples of names that have proved confusing, he points to similarly spelled drugs, such as the Cerebrex and Celexa, and phonetically similar drugs, such as Zantac, and Xanax.

"Memorability helps prevent confusion," says Teton. "What is there in Zocor that indicates 'lowers cholesterol'? When names are constructed from a random collection of consonants and vowels, there is no hook for the mind, no recognition aid. Everything blends together in an alphabet soup." In contrast, well-named drugs like Aleve (drawing on "alleviate" and "relieve"), Claritin (clarity - clear breathing), Paxil (pax=peace in Latin) and Ambien (a.m. bien=good in French= feel good in the morning) incorporate meaning into the name, notes Teton. "Without word association in drug n Hames, consumers can't remember the names of their drugs to serve as a check on prescription errors. To reduce mistakes, names should mean something to prescribing physicians, pharmacists and the public." When Name One's team of name creators go to work on an assignment, they each separately generate hundreds of name possibilities, drawing on their knowledge of literature, languages, business, philosophy and world cultures. Then comes screening, to discover apparent trademark conflicts and similarities with existing products. From a thousand or more possibilities, the best get presented to the
client for the final decision. Name One's client roster includes numerous famous names such as Texas Instruments, 7- Eleven and Home Depot. "We always knew that good names can save companies. Now it seems they may save lives as well.

Product Naming as a Business for Business

By PENNY SINGER

NAMING a baby may be hard, but naming a product can be even harder. When it comes to marketing a new brand, the selection of the right name is critical, said Lauren Teton, 42, a former stockbroker whose business is naming products for other businesses.

From a home office in Pound Ridge, Ms. Teton works with 20 freelance contributors she has never met. She is the vice president and a partner of Name One! ''I was once one of them,'' she said, referring to the contributors. ''My namers live all over the country, and we communicate by fax.''

Ms. Teton said she first learned about Name One! in a February 1992 article in TWA's Ambassador magazine. The majority of naming companies are part of full-service advertising agencies.

''I have always loved words and was so intrigued with the concept of a naming company that I got in touch with Lee Ballard in Dallas, the president of Name One!'' she said. ''He asked me to become a contributor. I finally met him four years later when I picked him up at the airport when he came to New York to help me make a presentation to Pepsico in Purchase.''

By that time Ms. Teton had a business arrangement with Mr. Ballard. Although she works autonomously, she pays Mr. Ballard 10 percent of her annual gross plus an hourly fee when he acts as a consultant on one of her projects. By the same token, she receives a consulting fee when she works on one of Mr. Ballard's projects.

Name One! charges clients a fee of $6,000 to $10,000 to come up with a list of 100 possible names for a product. Wow! was the finalist selected by Pepsico's Frito Lay division for potato chips made with a fat-free substance. VoiceTouch won out over the competition at AT&T. Corporate names like NationsBank cost more, from $10,000 up.

If it sounds easy, apparently it is not. Naming is deceptive, said Ms. Teton, who said that coming up with the right name takes a certain ability. ''Our freelancers have backgrounds in literature, languages, philosophy and business,'' she said. ''Naming is a resource-intensive, thoughtful, creative process. It also can be a lot of fun.''

A successful name, she said, must ''elicit a feeling or trigger a positive emotion in the mind of the consumer.'' And because there are more than two million brand names registered with the United States Patent and Trademark Office, screening names is part of the process, at a cost of $1,500 for 100 names.

For instance, when the Marriott Hotel chain, based in Washington, wanted a new name for its chain of 30 extended-stay hotels, Name One! culled a list of 2,000 names before coming up with 50 to 60 finalists. The winner was Spring Hill Suites.

Some promising names, including Stafford, Terrace, Sierra, Ashfo )rd and Aspen, all followed by the word Suites, were already taken. Among the finalists were Cornerstone, Benchmark, Seneca and Spring Hill, the winner.

''Marriott expects to have 150 extended-stay hotels by the year 2003,'' Ms. Teton said. ''They liked the seasonal connotation of Spring Hill Suites.''

The name selection, she explained, takes place at a client's office where Ms. Teton or Mr. Ballard lay out name cards and discuss the merits of each name with a group of company executives who through the process of elimination make the final choice.

The freelance namers are paid $75 to $150 for submitting a list of about 100 names. If one of their names is a winner, they receive a bounty of $200 to $500. ''I guess you might gather that the money isn't the primary consideration,'' Paul Sarges, a namer, said. ''I'm a word buff who loves crossword puzzles. The dictionary and the thesaurus are my favorite reading.''

Mr. Sarges, who lives in Bedford Hills and is a book developer and an editor at Stonesong Press in Manhattan, has been a namer for two years. ''It has become an avocation and fun for me,'' he said. ''I enjoy playing with words. In my work I come up with ideas for books and titles. For example, 'Your Erroneous Zones,' was one of mine, but I have yet to come up with a Name One! winner.''

For Welch Allyn, a division of Humphrey Systems in Skaneateles, N.Y., the developer and manufacturer of high-tech medical diagnostic devices, Name One! submitted 100 ideas for the company's new software product, said the marketing manager, Scott Gucciardi.

''They came up with more good names than we could ever imagine,'' Mr. Gucciardi said. ''We finally selected F.D.T. ViewFinder. F.D.T. is the testing instrument eye doctors use for testing for glaucoma, and as our new product is a computer software package used by eye doctors to create and manage a database of the F.D.T. vision tests, we think the name is appropriate, easy to remember and easy to pronounce.''

One of Ms. Teton's first successes was naming an ophthalmic product for Humphrey Systems. She knew the company through her husband, Dana, a Humphrey Systems sales representative. She named a corneal topographer device, which maps the surface of the cornea, the Humphrey Atlas. ''Their products never had names before, only model numbers. So I told the product manager you really need a name.''

Pound Ridge, NY/Asheville, NC, 4/21/99. Name One! announced that their national name creation company has just successfully named three new products and a system for the Orlando based ophthalmic company, LaserSight Inc.

The nationally-recognized naming company created names for the LaserSight products which were released April 10 at the Annual Meeting of the American Society for Cataract and Refractive Surgery. The product names include: MicroShape™ for LaserSight’s Keratome System, UniShaper™ for their Single-Use Keratome, UltraShaper™ for the Durable Keratome, and UltraEdge™ for their Keratome Blades.

"We chose Name One!’s expertise," states Dave Headlee, V.P. of Sales and Marketing of LaserSight, "because there is a rapidly expanding worldwide demand for keratome and related products. We were looking for unique, powerful names for our products that had worldwide market appeal."

Other ophthalmic products the company has named that have reached the market to date include: the Humphrey Atlas Corneal Topographer, Humphrey Acuitus Automatic Refractor, and Humphrey ViewFinder Software for the Humphrey FDT Visual Field Screening Instrument.

Name One! Inc. is a national naming company with directive offices in New York, and North Carolina and professional namers from coast to coast. They specialize in name creation for new products and businesses. Name One! has created hundreds of names that range from VoiceTouch and GoPhone for AT&T Wireless to Wow! fat-free potato chips for Frito-Lay, and the naming of such major corporations as NationsBank and Oryx Energy.

"The creative firepower in our group is absolutely unrivaled anywhere in the industry," states president Lee Ballard from the North Carolina office. "Naming sounds easy, but it's very demanding, and very few can do it successfully." Vice President Lauren Teton in New York explains, "A name must elicit a feeling or trigger something in the mind of the consumer. Naming is a resource-intensive, thought-filled, creative and often fun process. Our team relies on its background in literature, languages, business, philosophy, and sheer imagination."

Name One! began in 1983 as The Naming Center, part of the Dallas-based advertising agency, The Richards Group. In 1996 Lee Ballard left the agency and relocated to Asheville to launch the independent naming agency with naming colleagues Lauren Teton and Terri Boese. Since then Name One!’s creative genius has succeeded in touching the lives of millions of Americans every day.

Name One! Names Ophthalmic Products
In 1998 alone, the six year-old firm of Name One! Inc. named products for Minute Maid, Mills Pride, Welch Allyn, Charles Schwab, Texmati Rice,Texas Utilities, Wyndham Hotels and Woodworker’s Supply. Some other names they have created are: 7-Eleven’s Snappix disposable camera, Bright Brigade carwash spas, Semisphere Magazine for Texas Instruments, Easy Ticket for Continental Airlines, Eatzi’s Market & Bakery in Macy’s New York store and other locations, and PowerCare power tool accessories for The Home Depot. Some other names include Marriott Hotels’ Spring Hill extended stay concept, MainStay Hotels, and Freddie Mac’s HomeSteps program.

POUND RIDGE, N.Y November 9, 1998. .A local firm has created the name for a new concept in food markets. Name One! of Pound Ridge, New York has named eatZi’s Market & Bakery which opened last month at Macy’s Herald Square. eatZi’s offers restaurant-quality freshly prepared food combined with the convenience and affordability of a neighborhood market. It is modeled after a traditional European marketplace. The eatery offers an abundance of chef prepared meals to go. The original eatZi’s opened in Dallas in January l996, and has built a loyal clientele. Other branches are in Hous ton, Atlanta, and Westbury, Long Island.
Name One! is a national name generation and brand identity firm with offices in Pound Ridge, N.Y., Asheville, North Carolina, and Dallas. This naming team has more than 100 years aggregate experience in the naming business. Clients include: Pepsi-Cola, Frito-Lay, AT&T, Texas Instruments, The Home Depot,7-Eleven,Continental Airlines, and many other well-known companies. Name-One! not only creates the names, but also helps clients to select from the dozens of choices that are presented. "We are fast, reasonably priced, and good at what we do.These are the factors that have lead to our success and high percentage of repeat customers" says Lauren Teton, director of the Pound Ridge office.

NAMING CENTER TEAM LEAVES RICHARDS GROUP, FORMS NEW ORGANIZATION

The team that created NationsBank,Oryx Energy, Texas Instruments’ Extensa computers,7-Eleven’s DeliCentral and World Ovens, AT&T’s Voice Touch, and hundreds of other familiar trademarks in Dallas and nationwide has left The Richards Group, Inc. to form a new naming organization. The new company will be called Name One! and will be headquartered in Dallas, with offices in North Carolina and New York.

Lee Ballard, director of The Richards Group’s Naming Center since its formation in 1983, will head the new group. "The Richards Group has been a comfortable home for us all these years," Ballard said, but now our team members have matured professionally to the point that several are read úy to have their own naming practices. And that calls for a new structure. We’re already the most powerful creative force in branding and corporate identity, anywhere. The new group gives us a depth of expertise found only in the big New York name shops... and they charge five to ten times our fees. Our teams will often have in excess of 100 years cumulative experience in naming. That’s totally unprecedented in the industry".

The new company’s structure will be modeled after professional groups common in law and medicine. Most of the ten members will develop their own practices under the banner of Name One! They will consult together and continue to provide t õhe superlative name generation for which they are famous. Some members will specialize in particular phases of the naming process, such as client interviews, trademark screening, consumer testing, or final presentation of recommendations.

Lauren Teton, a principal in the new company, made this observation: "Three of our recent clients hired us for jobs with extremely short time frames after large name shops had failed to meet their needs. In all three cases the clients went out of their way to tell us we had exceeded their expectations. Now is the time to branch out and face new challenges while we build on the outstanding successes of the past."