Project Book Name Development List Iteration with Narratives

1. Project ‘Book’;
Name Development List Iteration Three with Narratives
Sample Name Development
Next Generation Tablet Computer

2. The following name candidates have been rated on the AccuBrand Scoring
system in four primary nomenclature applicability categories.
The categories are as follows:
Aesthetic – Does the name candidate align positively with the overall
dimension positioning strategy?
Linguistic – How does the name candidate travel across multi-cultural,
multi-lingual brand ecosystems?
Legal – How does the name candidate fare in a global trademark screen
evaluating potential conflicts?
Plurality – How does the name candidate resonate when placed into the
context of requesting multiples?
The scoring system is based on a scale from 0-100. Zero (0) being the lowest
score per category (least desirable) and 100 the highest (most desirable) score.
AccuBrand Scoring Key

3. Verve
Verve messages an energetic style or
vitality indicative of Project Book’s
positioning.
Interchangeable word associations
include spirited, Young, stylish, artsy,
new, light, vim, vigor, pep, energy, zest,
vigor and élan.
Verve is derived from the Latin root word
verba, meaning words, and in English,
originally meant a special talent in
writing.
Although the "special talent" sense is
now archaic, verve is still an excellent
choice to describe something new and
exciting, yet with a hint of relevance.
Aesthetics Linguistics Legal Plurality
87 88 86 74

4. 3
Allegro
3
Musical association tests well and resonate
positively in consumer technology product
testing.
In Italian, the name translates to a ‘quick, lively,
yet relaxed tempo
‘All’ prefix suggests convivial gathering; “All
together”
Romantic, whimsical nature of the phonetic
delivery lends well to a inference of artistic,
unique, innovative, and stylish.
Fun to say. Excellent Alliteration.
Aesthetics Linguistics Legal Plurality
89 88 83 86

5. 3
Palette
3
Artistic relevance, yet also connected to the
“touch’ factor of painting.
Interchangeable word associations include
design, art, innovative, handy, useful, colorful,
broad spectrum of possibilities, beauty and
stylish.
Based on common usage words associative
with “clairvoyant”, meaning seeing clearly,
speaking directly to movement, clarity, fluidity.
Aesthetics Linguistics Legal Plurality
95 88 90 89

6. Soltus
This is a play on the word “Solstice”,
however, easier to pronounce and an
effective brand identity.
Also tips the gender scale to a more
masculine nomenclature than Solstice.
This neologism referencing the sun “sol” in
Spanish; also like “soul” in aural quality.
Soltus is completely fluid phonetically;
sounds like a common usage word in
different Romance languages; morphemes
reference “liaison”/”connector”, very positive
and relevant thematic content; intuitive, easy
to understand and pronounce.
Aligns well with balance, versatility, bold,
inventive, centered, human, elegant, design,
emotional and powerful.
Aesthetics Linguistics Legal Plurality
92 90 89 74

7. Ecru
‘Ecru’ is a color of brown that is light but
unsaturated.
Color word as imagery alludes to coffee color.
Short, distinctive and easy to say, however,
quite distinctive spelling.
While somewhat mysterious in direct
meaning, it can suggest an invitation to
discover something new.
Interchangeable word associations unique,
new, different, versatile and artsy.
Aesthetics Linguistics Legal Plurality
87 85 92 88

8. 3
Seeq
3
The origins of the word seek go back to the
Latin word sagire, which means "to perceive
keenly by taste and scent."
‘Q’ ending letter modernizes a current usage
word almost to the point of eliminating the
obvious meaning, yet still infers the subliminal
message of ‘Seek…A great find.’
“See” morpheme has strong testing history in
brand name research.
Interchangeable word associations include
visionary, imagination, ground-breaking, trendy
and innovative.
Aesthetics Linguistics Legal Plurality
91 84 89 85

9. Keos
Four letter neologism evokes association
with “key.”
-eos suffix directs the attention to an
offering which is evolutionary and forward
thinking.
-eos also mimics the visual imagery of eon,
once again displaying characteristics of a
future product offering.
Easy to say, well balanced and gender
neutral.
Interchangeable word associations include
long-lasting, human, productivity, useful,
enlightening and unique.
Aesthetics Linguistics Legal Plurality
90 86 93 70

10. 1
Forte
Your forte defines inner strength, talent and
capability.
The word forte actually comes from the similar-
sounding Latin word fortis, which means "strong."
Romans (and countless groups since) called the
big, barricaded structures they built "forts"
because they were supposed to stay strong and
keep out the hordes of invading barbarians.
In music, playing ‘forte’ means playing loud,
passionately and boldly.
Aesthetics Linguistics Legal Plurality
92 84 87 86

11. 1
Acra
This word evokes visual imagery of power,
acrobat, aerial and architecture.
With these associative qualities, Acra connotes
“premium” and “best-in-class.” The word aurally
reminds of “atmosphere”, providing a sense that
this is a “beyond brand.”
Beginning with “A” always aids recall. This word
is syllabically very well balanced, both visually
and aurally, and intuitive to pronounce.
Broken down morphemically, “Acros” provides
an inference to the Greek word for the high point
in a town, as well as similarity to the word
“across”, signifying the transcending of
boundaries
Aesthetics Linguistics Legal Plurality
92 90 89 88

12. 3
1
2
Ecko
3
‘Ecko’, while sharing positive brand transference
with the designer line of upscale lifestyle youth
clothing, also connotes a repeat of a sound…an
echo.
An echo is a repetition or imitation of sound. When
sound waves hit a hard surface they might reflect,
making the sound bounce and repeat. If you agree
with someone, you might echo his or her statement.
Poet Don Marquis said, “Writing a book of poetry is
like dropping a rose petal down the Grand Canyon
and waiting for the echo.”
The word echo came from the Greek word for
"sound." In Greek mythology, Echo was a nymph
who could only repeat the last words of others.
Short, distinctive, memorable.
Aesthetics Linguistics Legal Plurality
88 86 91 88

13. 3
Beeyond
3
Beyond. The primary messages:
Outside the understanding, limits, or reach of;
Past: beyond comprehension.
Superior to; surpassing; above:
wise beyond all others.
More than; in excess of; over and above.
Fun spin on the current usage word with the
addition of the second ‘e’.
Subthreshold suggestive visualization:
“Beyoncé”
Aesthetics Linguistics Legal Plurality
93 86 89 85

14. 3
1
Cue
3
A cue is a reminder or stimulus to do
something. Anytime someone has good
timing, they're on cue.
Alertness, to gesture and innuendo all are
aural cues which are supportive.
“Cue” also may be use in conjunction with
several other name candidates presented, or
conversely, may pair well with a descriptor
identity.
87 93 86 90
Aesthetics Linguistics Legal Plurality

15. 3
1
Modus
3
A characteristic way of performing a task
can be described with the Latin phrase
modus operandi, like a friend whose modus
operandi is to get rides instead of taking the
bus.
As with the name candidate ‘Mode’, The
French term "a la mode" literally means "in
the fashion," or "fashionable," but is more
commonly used to describe a specific way
of serving dessert (ice cream on the side).
In the context of “ Project Book’ it becomes
a specific style of doing something…as in
your mode of existence or being.
If you're in vacation mode, for example it
might mean you say everything in a super-
relaxed voice; or conversely you may be in
“Go Mode.”
90 88 86 74
Aesthetics Linguistics Legal Plurality

16. contact
billsmith,ceo
704.906.3402
William.smith@brandacumenstudios.com
BrandAcumen
19LeonardStreet
1W
NewYork,NY 10013