Naming In The News

Naming Company Comments on
Possible 'Vista' Court Battle

Strategic Name Development Is Featured in PC World

Minneapolis, Minn., July 28, 2005 – The July 25th, 2005, edition of PC World features an interview with William Lozito of Strategic Name Development, Inc., a brand name consultancy that develops names and conducts brand name research for many of the world's Fortune 500 companies. Lozito's comments in PC World address the brewing legal battle over Microsoft Corporation's plan to use the name "Vista" for its upcoming new version of the Windows operating system. An existing company named Vista is considering taking action against Microsoft for trademark violation.

"Companies spend many millions of dollars every year to establish new product and service names," says Lozito, President of Strategic Name Development. "This is a good example of what happens when a company's marketing strategy conflicts with an identity that has already been established by a competitor."

According to Lozito, constructing a brand identity is a delicate balance of art and science. "Einstein said that if he had 60 minutes to save the world, he would spend 55 of those minutes on problem definition," says Lozito.

Because brand name research is vital when naming a business, service or product, Strategic Name Development utilizes its proprietary Name DNA Validation™ technique to pinpoint the best brand names that fit the client's overall vision, are easily pronounceable, and are durable over the years.

Strategic Name Development, Inc., conducts name development and brand name research for some of the most trusted companies in the world, including American Express, Campbell's, GlaxoSmithKline, Novartis, Sprint, Bosch, Quaker Oats, Pernod Ricard, Canon and GE. By combining the three forces of name development – linguistics, creativity and target-market research - Strategic Name Development builds product and service identities that are instantly recognizable, memorable and linguistically sound. The company's unique roster of development talent was trained at prestigious institutions like Princeton, Dartmouth, Harvard, Yale and Johns Hopkins Universities. Chief among Strategic Name Development's strategic tools is its proprietary Name DNA Validation™ technique.

For more information, contact William Lozito, President, Strategic Name Development, (952) 830-4100 or