Word: interbrand
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Dates: during 1980-1989
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...most powerful tool of the name-changing trade is the computer, which can generate thousands of suggestions in minutes. For example, Interbrand, a London firm with U.S. headquarters in Manhattan, instructed its computer to create words starting with p and containing a double z. The computer came up with several hundred possibilities, including Priazzo, now a best-selling pizza dish sold by the Pizza Hut chain. When International Harvester decided it needed a new image, Anspach Grossman asked its computer to reel off names that suggested a "leader" with "direction and focus." Presto. Out popped "navigate" and "star," which were...