The Naming Game
What’s in a name? Naming is important in the world of automobiles, At Fiat and Ford I gained some experience in this chancy business that I exploited when I turned to management consulting.
When I was a vice president (one of several) at Britain-based Ford of Europe in the early 1980s we had the task of naming several new models. In charge of managing the naming process was our head of marketing, Bob Currier. After one particularly frustrating session I remember Bob saying, “If anyone else would like this job, they’re welcome to it!”
Car na…
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