Names for Newborns

Eighty-five percent of companies, the highest percentage ever, created a new name for a product, service, company or division during the past two years, according to a survey
of marketing and communications executives. With everyone searching for the perfect moniker, it's hardly surprising that two-thirds of those surveyed reported that creating the
new name was more difficult than in the past. (Rivkin & Associates, 201/670-1370)