Lexicon Branding
Encyclopedia
Lexicon Branding, Inc., is an American marketing firm founded in 1982 by David Placek. It focuses on selecting brand names for companies and products. The company devised the brand names Pentium
, BlackBerry
, PowerBook
, Zune
, Swiffer
, Febreze
, Subaru
Outback
and Forester
, Toyota Scion, DeskJet
, Dasani
, OnStar
, Embassy Suites Hotels
, and Metreon
, among many others.
, and graduated from UCLA with a degree in political science. He cites his work as press secretary
in Warren Hearnes's 1976 campaign for U.S. Senate from Missouri
as the experience that inspired him to go into marketing. Before starting Lexicon, he worked at the advertising agencies Foote, Cone & Belding
(where he became a devotee of Synectics
) and S&O.
As of October 1992, Lexicon had eight employees. As of February 1998, it had 15 employees and did about 60% of its business in the technology sector. An April 2004 article described the company as having 17 employees but said the "core creative team" was Placek and three others. As of November 2008, Lexicon had 26 employees.
As of June 2010 the company was headquartered in Sausalito, California
, and had offices in London and New York City.
in 1991. Lexicon crafted the name to combine the notions of performance ("Power") and portability ("Book"). That same year, Lexicon came up with the name of Apple's Macintosh Quadra
desktop computer, hoping to appeal to engineers with a name evoking technical terms like quadrant and quadriceps.
In 1992, Intel was preparing to launch its fifth-generation
x86
-compatible microchip
and needed a name it could trademark. Lexicon suggested it should end with the suffix -ium to connote a fundamental ingredient of a computer, like a chemical element
. On a list of such names was "Pentium", which stood out to Placek because the prefix pent- could refer to the fifth generation of x86. Lexicon conducted market research
and found that consumers would expect a hypothetical "Porsche
Pentium" to be Porsche's highest-end car. In 1998, Placek said Pentium was the best name his company had come up with. The name was so successful that that Intel named the chip's x86 successors after it: Pentium II
, Pentium III
, and so on. Intel CEO Andy Grove said that Pentium became a more recognized brand than Intel itself and told The New Yorker in 2011 that the name "was one of our great success stories."
Intel hired Lexicon again in 1998 to name the Celeron
and Xeon
chips. The San Jose Mercury News
described Lexicon's reasoning behind the former name: "Celer is Latin
for swift. As in 'accelerate.' And 'on.' As in 'turned on.' Celeron is seven letters and three syllables, like Pentium. The 'Cel' of Celeron rhymes with 'tel' of Intel." Placek told the San Francisco Chronicle
said that the "X" of "Xeon" evokes "the next generation", "eon" refers to the long period of time
, and the novelty of the name as a whole reflects the product's novelty. It also was supposed to recall "Pentium's Greek roots".
In 1997, Sony
's retail division hired Lexicon to name a new shopping center in downtown San Francisco. Lexicon chose the name Metreon
because they believed the metr- suffix evoked words like "metropolitan" and "meteor", the latter "suggesting something sophisticated, exciting and fast-moving".
In 1998, Lexicon came up with a new name for the company then known as Borland International: Inprise. Borland CEO Del Yocam
explained at the time that the new name was meant to evoke "integrating the enterprise". Analysts said Borland proved to be a stronger brand, and by 2000 the company had switched the name back.
Research In Motion
hired Lexicon in 1998 to name their new two-way
pager
. RIM came with several ideas, including EasyMail, MegaMail, and ProMail. Based on interviews with San Francisco Bay Area
commuters, Lexicon determined that referring to e-mail in the name would induce stress in users. Encouraging RIM to choose a name that larger competitors would never think of, Lexicon proposed BlackBerry. The second B was capitalized because a linguistic study funded by Lexicon suggested that the letter "B" is, in The New Yorker
s words, "one of the most 'reliable' in any language". Lexicon research also suggested that repetition of the B would promote relaxation in users.
In 2006, Microsoft
approached Lexicon to find a name for its new portable media player
to compete with Apple's iPod
. Placek assigned three teams to come up with three names: one for the Microsoft player, one for a hypothetical Sony
player, one for "a broadband experience for MTV." He refused to tell the San Francisco Chronicle which team came up with "Zune
", the name Microsoft chose. Placek said the name was chosen because the "Z" was perceived as fun and irreverent, it has one syllable compared with iPod's two, and it has a musical sound that rhymes with iTunes
, Apple's media distribution platform. Controversies arose due to similarities between the name and vulgar words in Hebrew and Canadian French
. In 2008, Lexicon came up with the name of Microsoft's Azure Services Platform
.
Lexicon also christened Subaru
's Outback
and Forester
vehicles, Procter & Gamble
's Swiffer
cleaner, Levi Strauss & Co.
's Slates dress pants, the Oldsmobile Alero
, Embassy Suites Hotels
, Hewlett-Packard
's DeskJet
printer line, Nestlé
's Dibs confection, Colgate
's Wisp miniature toothbrush, the Coca-Cola Company
's Dasani
bottled water, the Toyota Scion, P&G's Febreze
odor eliminator, and OnStar
.
Pentium
The original Pentium microprocessor was introduced on March 22, 1993. Its microarchitecture, deemed P5, was Intel's fifth-generation and first superscalar x86 microarchitecture. As a direct extension of the 80486 architecture, it included dual integer pipelines, a faster FPU, wider data bus,...
, BlackBerry
BlackBerry
BlackBerry is a line of mobile email and smartphone devices developed and designed by Canadian company Research In Motion since 1999.BlackBerry devices are smartphones, designed to function as personal digital assistants, portable media players, internet browsers, gaming devices, and much more...
, PowerBook
PowerBook
The PowerBook was a line of Macintosh laptop computers that was designed, manufactured and sold by Apple Computer, Inc. from 1991 to 2006. During its lifetime, the PowerBook went through several major revisions and redesigns, often being the first to incorporate features that would later become...
, Zune
Zune
Zune is a digital media brand owned by Microsoft which includes a line of portable media players, a digital media player software for Windows machines, a music subscription service known as a 'Zune Music Pass', music and video streaming for the Xbox 360 via the Zune Software, music, TV and movie...
, Swiffer
Swiffer
Swiffer is a line of cleaning products by Procter and Gamble. Introduced in 1999, the brand uses the "razor-and-blades business model"; in this case, the consumer purchases the handle assembly at a low price, but must continue to purchase replacement refills and pads over the life of the product...
, Febreze
Febreze
Febreze is a brand of household odor eliminator manufactured by Procter & Gamble, sold in North America, Europe, Asia, Australia and New Zealand...
, Subaru
Subaru
; is the automobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries .Subaru is internationally known for their use of the boxer engine layout popularized in cars by the Volkswagen Beetle and Porsche 911, in most of their vehicles above 1500 cc as well as...
Outback
Subaru Outback
The Subaru Outback is a station wagon manufactured by Fuji Heavy Industries since 1995. Its original concept originated with Subaru of America, which was suffering from slumping sales in the mid-1990s partly due to a lack of an entry in the then-burgeoning sport utility vehicle market...
and Forester
Subaru Forester
The Subaru Forester is an all-wheel drive crossover wagon manufactured since 1997 by Fuji Heavy Industries and sold under the Subaru brand...
, Toyota Scion, DeskJet
Deskjet
Deskjet is a brand name for inkjet printers manufactured by Hewlett-Packard. These printers range from small domestic to large industrial models, although the largest models in the range have generally been dubbed DesignJet...
, Dasani
Dasani
Dasani is a brand of bottled water from the Coca-Cola company, launched in 1999, after the success of Aquafina . It is one of many brands of Coca-Cola bottled water sold around the world....
, OnStar
OnStar
OnStar Corporation is a subsidiary of General Motors that provides subscription-based communications, in-vehicle security, hands free calling, turn-by-turn navigation, and remote diagnostics systems throughout the United States, Canada and China. A similar service is known as ChevyStar in Latin...
, Embassy Suites Hotels
Embassy Suites Hotels
'Embassy Suites Hotels is a chain of upscale all-suite hotels trademarked by Hilton Worldwide. As of Feb. 22, 2011, there are 200 Embassy Suites Hotels in the United States, plus 8 Embassy Suites Hotels internationally. Similar to other Hilton brands, most Embassy Suites hotels are independently...
, and Metreon
Metreon
The Metreon is a shopping center located in downtown San Francisco at the corner of 4th Street and Mission Street. It is a four-story 350,000 square foot building built over the corner of the underground Moscone Center convention center...
, among many others.
History
David Placek founded Lexicon in 1982. Placek grew up in Santa Rosa, CaliforniaSanta Rosa, California
Santa Rosa is the county seat of Sonoma County, California, United States. The 2010 census reported a population of 167,815. Santa Rosa is the largest city in California's Wine Country and fifth largest city in the San Francisco Bay Area, after San Jose, San Francisco, Oakland, and Fremont and 26th...
, and graduated from UCLA with a degree in political science. He cites his work as press secretary
Press secretary
A press secretary or press officer is a senior advisor who provides advice on how to deal with the news media and, using news management techniques, helps their employer to maintain a positive public image and avoid negative media coverage....
in Warren Hearnes's 1976 campaign for U.S. Senate from Missouri
Missouri
Missouri is a US state located in the Midwestern United States, bordered by Iowa, Illinois, Kentucky, Tennessee, Arkansas, Oklahoma, Kansas and Nebraska. With a 2010 population of 5,988,927, Missouri is the 18th most populous state in the nation and the fifth most populous in the Midwest. It...
as the experience that inspired him to go into marketing. Before starting Lexicon, he worked at the advertising agencies Foote, Cone & Belding
Foote, Cone & Belding
Draftfcb is one of the largest global advertising agency networks. It is owned by Interpublic Group and was formed by the 2006 merger of Foote, Cone & Belding and Draft. Although the merger of the two agencies is fairly young, the origins of Draftfcb date back to 1873, with the opening of Lord &...
(where he became a devotee of Synectics
Synectics
Synectics is a problem solving methodology that stimulates thought processes of which the subject may be unaware. This method was developed by George M. Prince and William J.J. Gordon, originating in the Arthur D. Little Invention Design Unit in the 1950s. They set up Synectics Inc...
) and S&O.
As of October 1992, Lexicon had eight employees. As of February 1998, it had 15 employees and did about 60% of its business in the technology sector. An April 2004 article described the company as having 17 employees but said the "core creative team" was Placek and three others. As of November 2008, Lexicon had 26 employees.
As of June 2010 the company was headquartered in Sausalito, California
Sausalito, California
Sausalito is a San Francisco Bay Area city, in Marin County, California, United States. Sausalito is south-southeast of San Rafael, at an elevation of 13 feet . The population was 7,061 as of the 2010 census. The community is situated near the northern end of the Golden Gate Bridge, and prior to...
, and had offices in London and New York City.
Clients
Apple Inc. introduced its PowerBookPowerBook
The PowerBook was a line of Macintosh laptop computers that was designed, manufactured and sold by Apple Computer, Inc. from 1991 to 2006. During its lifetime, the PowerBook went through several major revisions and redesigns, often being the first to incorporate features that would later become...
in 1991. Lexicon crafted the name to combine the notions of performance ("Power") and portability ("Book"). That same year, Lexicon came up with the name of Apple's Macintosh Quadra
Macintosh Quadra
The Macintosh Quadra series was Apple Computer's product family of professional high-end Apple Macintosh personal computers built using the Motorola 68040 CPU. The first two models in the Quadra line were introduced in 1991, and the name was used until the Power Mac was introduced in 1994...
desktop computer, hoping to appeal to engineers with a name evoking technical terms like quadrant and quadriceps.
In 1992, Intel was preparing to launch its fifth-generation
P5 (microarchitecture)
The original Pentium microprocessor was introduced on March 22, 1993. Its microarchitecture, deemed P5, was Intel's fifth-generation and first superscalar x86 microarchitecture. As a direct extension of the 80486 architecture, it included dual integer pipelines, a faster FPU, wider data bus,...
x86
X86 architecture
The term x86 refers to a family of instruction set architectures based on the Intel 8086 CPU. The 8086 was launched in 1978 as a fully 16-bit extension of Intel's 8-bit based 8080 microprocessor and also introduced segmentation to overcome the 16-bit addressing barrier of such designs...
-compatible microchip
Microchip
Microchip can also refer to:* Integrated circuit, a set of electronic components on a single unit.* Microchip Technology, a company that makes popular 8, 16 and 32-bit microcontroller lines.* Microchip implant , a microchip implanted into animals....
and needed a name it could trademark. Lexicon suggested it should end with the suffix -ium to connote a fundamental ingredient of a computer, like a chemical element
Chemical element
A chemical element is a pure chemical substance consisting of one type of atom distinguished by its atomic number, which is the number of protons in its nucleus. Familiar examples of elements include carbon, oxygen, aluminum, iron, copper, gold, mercury, and lead.As of November 2011, 118 elements...
. On a list of such names was "Pentium", which stood out to Placek because the prefix pent- could refer to the fifth generation of x86. Lexicon conducted market research
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
and found that consumers would expect a hypothetical "Porsche
Porsche
Porsche Automobil Holding SE, usually shortened to Porsche SE a Societas Europaea or European Public Company, is a German based holding company with investments in the automotive industry....
Pentium" to be Porsche's highest-end car. In 1998, Placek said Pentium was the best name his company had come up with. The name was so successful that that Intel named the chip's x86 successors after it: Pentium II
Pentium II
The Pentium II brand refers to Intel's sixth-generation microarchitecture and x86-compatible microprocessors introduced on May 7, 1997. Containing 7.5 million transistors, the Pentium II featured an improved version of the first P6-generation core of the Pentium Pro, which contained 5.5 million...
, Pentium III
Pentium III
The Pentium III brand refers to Intel's 32-bit x86 desktop and mobile microprocessors based on the sixth-generation P6 microarchitecture introduced on February 26, 1999. The brand's initial processors were very similar to the earlier Pentium II-branded microprocessors...
, and so on. Intel CEO Andy Grove said that Pentium became a more recognized brand than Intel itself and told The New Yorker in 2011 that the name "was one of our great success stories."
Intel hired Lexicon again in 1998 to name the Celeron
Celeron
Celeron is a brand name given by Intel Corp. to a number of different x86 computer microprocessor models targeted at budget personal computers....
and Xeon
Xeon
The Xeon is a brand of multiprocessing- or multi-socket-capable x86 microprocessors from Intel Corporation targeted at the non-consumer server, workstation and embedded system markets.-Overview:...
chips. The San Jose Mercury News
San Jose Mercury News
The San Jose Mercury News is a daily newspaper in San Jose, California. On its web site, however, it calls itself Silicon Valley Mercury News. The paper is owned by MediaNews Group...
described Lexicon's reasoning behind the former name: "Celer is Latin
Latin
Latin is an Italic language originally spoken in Latium and Ancient Rome. It, along with most European languages, is a descendant of the ancient Proto-Indo-European language. Although it is considered a dead language, a number of scholars and members of the Christian clergy speak it fluently, and...
for swift. As in 'accelerate.' And 'on.' As in 'turned on.' Celeron is seven letters and three syllables, like Pentium. The 'Cel' of Celeron rhymes with 'tel' of Intel." Placek told the San Francisco Chronicle
San Francisco Chronicle
thumb|right|upright|The Chronicle Building following the [[1906 San Francisco earthquake|1906 earthquake]] and fireThe San Francisco Chronicle is a newspaper serving primarily the San Francisco Bay Area of the U.S. state of California, but distributed throughout Northern and Central California,...
said that the "X" of "Xeon" evokes "the next generation", "eon" refers to the long period of time
Aeon
The word aeon, also spelled eon or æon , originally means "life", and/or "being", though it then tended to mean "age", "forever" or "for eternity". It is a Latin transliteration from the koine Greek word , from the archaic . In Homer it typically refers to life or lifespan...
, and the novelty of the name as a whole reflects the product's novelty. It also was supposed to recall "Pentium's Greek roots".
In 1997, Sony
Sony
, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....
's retail division hired Lexicon to name a new shopping center in downtown San Francisco. Lexicon chose the name Metreon
Metreon
The Metreon is a shopping center located in downtown San Francisco at the corner of 4th Street and Mission Street. It is a four-story 350,000 square foot building built over the corner of the underground Moscone Center convention center...
because they believed the metr- suffix evoked words like "metropolitan" and "meteor", the latter "suggesting something sophisticated, exciting and fast-moving".
In 1998, Lexicon came up with a new name for the company then known as Borland International: Inprise. Borland CEO Del Yocam
Del Yocam
Delbert W. Yocam is an American technology executive. Yocam is a former chairman and CEO of Borland, former president, COO & director of Tektronix and a former Apple Computer executive. At Apple, during the 1980s, Yocam ran the Apple II group and later became Apple's first chief operating officer...
explained at the time that the new name was meant to evoke "integrating the enterprise". Analysts said Borland proved to be a stronger brand, and by 2000 the company had switched the name back.
Research In Motion
Research In Motion
Research In Motion Limited or RIM is a Canadian multinational telecommunications company headquartered in Waterloo, Ontario, Canada that designs, manufactures and markets wireless solutions for the worldwide mobile communications market...
hired Lexicon in 1998 to name their new two-way
Two-way communication
Two-way communication - uses communication to negotiate with the public, resolve conflict, and promote mutual understanding and respect between the organization and its public. Two-Way Communication in Public Relations...
pager
Pager
A pager is a simple personal telecommunications device for short messages. A one-way numeric pager can only receive a message consisting of a few digits, typically a phone number that the user is then requested to call...
. RIM came with several ideas, including EasyMail, MegaMail, and ProMail. Based on interviews with San Francisco Bay Area
San Francisco Bay Area
The San Francisco Bay Area, commonly known as the Bay Area, is a populated region that surrounds the San Francisco and San Pablo estuaries in Northern California. The region encompasses metropolitan areas of San Francisco, Oakland, and San Jose, along with smaller urban and rural areas...
commuters, Lexicon determined that referring to e-mail in the name would induce stress in users. Encouraging RIM to choose a name that larger competitors would never think of, Lexicon proposed BlackBerry. The second B was capitalized because a linguistic study funded by Lexicon suggested that the letter "B" is, in The New Yorker
The New Yorker
The New Yorker is an American magazine of reportage, commentary, criticism, essays, fiction, satire, cartoons and poetry published by Condé Nast...
s words, "one of the most 'reliable' in any language". Lexicon research also suggested that repetition of the B would promote relaxation in users.
In 2006, Microsoft
Microsoft
Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
approached Lexicon to find a name for its new portable media player
Portable media player
A portable media player or digital audio player, is a consumer electronics device that is capable of storing and playing digital media such as audio, images, video, documents, etc. the data is typically stored on a hard drive, microdrive, or flash memory. In contrast, analog portable audio...
to compete with Apple's iPod
IPod
iPod is a line of portable media players created and marketed by Apple Inc. The product line-up currently consists of the hard drive-based iPod Classic, the touchscreen iPod Touch, the compact iPod Nano, and the ultra-compact iPod Shuffle...
. Placek assigned three teams to come up with three names: one for the Microsoft player, one for a hypothetical Sony
Sony
, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....
player, one for "a broadband experience for MTV." He refused to tell the San Francisco Chronicle which team came up with "Zune
Zune
Zune is a digital media brand owned by Microsoft which includes a line of portable media players, a digital media player software for Windows machines, a music subscription service known as a 'Zune Music Pass', music and video streaming for the Xbox 360 via the Zune Software, music, TV and movie...
", the name Microsoft chose. Placek said the name was chosen because the "Z" was perceived as fun and irreverent, it has one syllable compared with iPod's two, and it has a musical sound that rhymes with iTunes
ITunes
iTunes is a media player computer program, used for playing, downloading, and organizing digital music and video files on desktop computers. It can also manage contents on iPod, iPhone, iPod Touch and iPad....
, Apple's media distribution platform. Controversies arose due to similarities between the name and vulgar words in Hebrew and Canadian French
Canadian French
Canadian French is an umbrella term referring to the varieties of French spoken in Canada. French is the mother tongue of nearly seven million Canadians, a figure constituting roughly 22% of the national population. At the federal level it has co-official status alongside English...
. In 2008, Lexicon came up with the name of Microsoft's Azure Services Platform
Azure Services Platform
The Windows Azure Platform is a Microsoft cloud platform used to build, host and scale web applications through Microsoft data centers. Windows Azure Platform is thus classified as platform as a service and forms part of Microsoft's cloud computing strategy, along with their software as a service...
.
Lexicon also christened Subaru
Subaru
; is the automobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries .Subaru is internationally known for their use of the boxer engine layout popularized in cars by the Volkswagen Beetle and Porsche 911, in most of their vehicles above 1500 cc as well as...
's Outback
Subaru Outback
The Subaru Outback is a station wagon manufactured by Fuji Heavy Industries since 1995. Its original concept originated with Subaru of America, which was suffering from slumping sales in the mid-1990s partly due to a lack of an entry in the then-burgeoning sport utility vehicle market...
and Forester
Subaru Forester
The Subaru Forester is an all-wheel drive crossover wagon manufactured since 1997 by Fuji Heavy Industries and sold under the Subaru brand...
vehicles, Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
's Swiffer
Swiffer
Swiffer is a line of cleaning products by Procter and Gamble. Introduced in 1999, the brand uses the "razor-and-blades business model"; in this case, the consumer purchases the handle assembly at a low price, but must continue to purchase replacement refills and pads over the life of the product...
cleaner, Levi Strauss & Co.
Levi Strauss & Co.
Levi Strauss & Co. is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in 1853 when Levi Strauss came from Buttenheim, Franconia, to San Francisco, California to open a west coast branch of his brothers' New York dry goods business...
's Slates dress pants, the Oldsmobile Alero
Oldsmobile Alero
The Oldsmobile Alero was a compact car produced by the Oldsmobile division of General Motors from 1999 to 2004.The Alero was introduced in spring 1998 as a 1999 model to replace the Achieva and Cutlass. The Alero went into production on April 6, 1998. All Aleros were built in Lansing, Michigan...
, Embassy Suites Hotels
Embassy Suites Hotels
'Embassy Suites Hotels is a chain of upscale all-suite hotels trademarked by Hilton Worldwide. As of Feb. 22, 2011, there are 200 Embassy Suites Hotels in the United States, plus 8 Embassy Suites Hotels internationally. Similar to other Hilton brands, most Embassy Suites hotels are independently...
, Hewlett-Packard
Hewlett-Packard
Hewlett-Packard Company or HP is an American multinational information technology corporation headquartered in Palo Alto, California, USA that provides products, technologies, softwares, solutions and services to consumers, small- and medium-sized businesses and large enterprises, including...
's DeskJet
Deskjet
Deskjet is a brand name for inkjet printers manufactured by Hewlett-Packard. These printers range from small domestic to large industrial models, although the largest models in the range have generally been dubbed DesignJet...
printer line, Nestlé
Nestlé
Nestlé S.A. is the world's largest food and nutrition company. Founded and headquartered in Vevey, Switzerland, Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company, established in 1867 by brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866 by Henri...
's Dibs confection, Colgate
Colgate
- Places :*Colgate, West Sussex, UK*Colgate, North Dakota, USA*Colgate, Wisconsin, USA*Colgate, Saskatchewan, India- People :*Pat Colgate, the artistic director of the Placer Theatre Ballet dance company...
's Wisp miniature toothbrush, the Coca-Cola Company
The Coca-Cola Company
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia...
's Dasani
Dasani
Dasani is a brand of bottled water from the Coca-Cola company, launched in 1999, after the success of Aquafina . It is one of many brands of Coca-Cola bottled water sold around the world....
bottled water, the Toyota Scion, P&G's Febreze
Febreze
Febreze is a brand of household odor eliminator manufactured by Procter & Gamble, sold in North America, Europe, Asia, Australia and New Zealand...
odor eliminator, and OnStar
OnStar
OnStar Corporation is a subsidiary of General Motors that provides subscription-based communications, in-vehicle security, hands free calling, turn-by-turn navigation, and remote diagnostics systems throughout the United States, Canada and China. A similar service is known as ChevyStar in Latin...
.