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:
1. Engaged a top tier Naming Agency, Lexicon Branding,
Inc. to develop creative naming options, that also made strategic
sense for our Search business;
2. Worked as a cross­functional team to select several
options, through a process of creative selection and Legal input;
then
3. 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:
1.Intrinsic Values: images or ideas conveyed by a name, that
transcend product context.
2.Expansiveness: the ability of the name to support multiple
messages, and to grow and adapt with product change.
3.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
• Multiple working sessions
• Search Product
• Executive support
• Audience Marketing
• Team input
• Research
• Legal
• 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
• Non­AOL Members
• Broadband
• Dial­up
• Target consumer (HH 18­49)
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”
openness
“FullView is about discovering”
promising
understanding
comprehensive all inclusive
vacation
big picture wideshot
grasping everything
panoramic
zoom out
“innovative” open space
informational
FullView
exploratory
glass maximize
™
abundance
scenery being on top of a mountain
fulfilling
relaxed
knowledge
mirror
“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 fu­jing, ‘rich view’
“View” is understood to mean transparent, comprehensive
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AOL FullView Search
™
Speed,
Decisiveness,
Fastest, Vibrant
“F” and “V”
Dynamism
One­two Energetic, final­
Rhythm
sounding
Symmetrical
name;
Equal weight & stress
Syllables reliability,
dependability
Together a clear, logical, modern, interesting combination.
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AOL FullView Search
™
ü Positive associations for consumers – Intrinsic Values of
Comprehensiveness, Openness and Perspective
ü It’s Expansive…it’s durable, it will last over time as the product
iterates
ü And it’s Credible…consumers believe FullView makes sense for Search
and for the AOL brand.
• A few other good reasons…
ü It met team criteria agreed to at the beginning
ü It’s flexible – works with ‘Search’ and Google attribution
ü Easy to understand & pronounce by speakers of many language
ü Lots of visual imagery – great for Marketing communication
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