# Master-McNeil

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**Master-McNeil, Inc.** is a [naming agency](/source/Naming_firms). One of the first firms formed exclusively for brand naming and research, it was founded in 1988 by [S.B. Master](/source/S.B._Master) added "McNeil" to the company name because it "had a substantial sound" which led potential clients to assume that the company was "big and important, even though we weren't when we first started."[1][2][3]

Prior to founding Master-McNeil, Master was the president of Wordmark, a division of the San Francisco-based agency [Landor Associates](/source/Landor_Associates). At Wordmark, she named brands including [Touchstone Pictures](/source/Touchstone_Pictures), [Westin Hotels](/source/Westin_Hotels), Pacific Telesis Group/ Pacific Bell, [Fleet Financial Group](/source/Fleet_Financial_Group), and [Asiana](/source/Asiana_Airlines).[4][1][5]

Master-McNeil's naming process includes [linguistic analysis](/source/Linguistic_analysis), [brand architecture](/source/Brand_architecture), [trademark](/source/Trademark) search and [domain name](/source/Domain_name) acquisition.[6] Among others, the company has named [PayPal](/source/PayPal), [We TV](/source/We_TV_(U.S._TV_channel)), the [Buick Lacrosse](/source/Buick_Lacrosse), and [Quid](/source/Quid_Inc.). Their clients have included [AMD](/source/AMD), [Apple](/source/Apple_Inc.), [Comcast](/source/Comcast), [Chevron](/source/Chevron_Corporation), [General Motors](/source/General_Motors), [Kodak](/source/Kodak), [Nestlé](/source/Nestl%C3%A9) and [Volkswagen](/source/Volkswagen).[7][3]

## References

1. Beato, G. (September 30, 1998). ["Buy Any Other Name"](https://www.motherjones.com/politics/1998/09/buy-any-other-name). *Mother Jones*. Retrieved 18 March 2017.

1. Calvo, Dana (September 4, 1994). ["It May be the Name Game, but They're All Business"](https://www.nytimes.com/1994/09/04/business/it-may-be-the-name-game-but-they-re-all-business.html). *The New York Times*. Retrieved 18 March 2017.

1. Shimp, Terence A. and, Andrews, J. Craig (December 29, 2008). [*Advertising Promotion and Other Aspects of Integrated Marketing Communications*](https://books.google.com/books?id=gWfVlJAp31wC&q=master+mcneil&pg=PA62). Southwestern. ISBN 978-0324593600. Retrieved 18 March 2017.

1. ["Mentors"](http://entrepreneurship.berkeley.edu/mentors/). *entrepreneurship.berkeley.edu*. Haas School of Business. Retrieved 18 March 2017.

1. Oldenberg, Don (May 22, 1987). ["PLAYING THE CORPORATE NAME-CHANGE GAME"](https://www.washingtonpost.com/archive/lifestyle/1987/05/22/playing-the-corporate-name-change-game/5626333f-5d19-4549-b9aa-b1a5fbd8691b/). *Washington Post*. Retrieved 18 March 2017.

1. Lesonsky, Rieva (May 14, 2007). ["How to Name Your Business"](https://www.entrepreneur.com/article/177614). *Entrepreneur*. Retrieved 18 March 2017.

1. Horovitz, Bruce (January 23, 1990). ["Sometimes, What's Not in a Company's Name Is What Really Counts"](https://www.latimes.com/archives/la-xpm-1990-01-23-fi-545-story.html). *Los Angeles Times*. Retrieved 18 March 2017.

## External links

- [Official Website](http://naming.com/)

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Adapted from the Wikipedia article [Master-McNeil](https://en.wikipedia.org/wiki/Master-McNeil) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Master-McNeil?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.