miker@sri-unix (08/11/82)
In a secret laboratory 30 miles from San Francisco, three people are experimenting with onomatopoeia, assonance and mnemonic devices. The task is to make deodorant sound wholesome, lipstick sensual and a frozen potato exciting. Since opening 18 months ago, it has churned out more than 40 names -- at about $15,000 apiece -- for clients that include E & J Gallo Winery Inc. and Crocker National Bank. NameLab has christened beer, vitamins, computers, dish soap and insurance policies. Also prized are words with "episodic encoding" -- words that remind people of emotional or physical experiences like childbirth. Mom's Apple Pie Roll-On Oral Sex Lipstick Grand Prix Frozen Potatoes E & J Gallo Labor Pains Chardonnay Crocker Umbilical Card Breast-Fed Beer First French Kiss Vitamins IBM Stretch Mark High School Prom Queen Dish Detergent Altered State Insurance