Millions of dollars are spent each year on product naming. The objective? To create something that defines the brand, breaks through the noise, captures the mind and is remembered. We've had a generation of faux-scientific-pharmacological Latin root word mashups. We've had bizarre syllabic combo splatters in the effort to get unique and available URLs. Enough. Finally, we see emerging everyday words and clear communication returning to the streets of Europe and the US. Readers of Modernist poetry will appreciate this especially. It's always been about "le mot juste" -- the right word!
