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New Yorker: Out Loud

The New Yorker

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A weekly conversation about what's new in The New Yorker.

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John Colapinto on the business of naming

September 27th, 2011

Episode 224 of 447 episodes

This week in the magazine, John Colapinto writes about the art and science of brand names, and Lexicon Branding, the company behind names such as BlackBerry, PowerBook, and Swiffer. Here Blake Eskin talks with Colapinto about the naming process, and what makes a good or bad name.

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