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Affiliate: Master-McNeil
Master-McNeil built its reputation
with technology naming work,
with clients including Hewlett-Packard, Sun Microsystems, Apple
Computer, Motorola, AMD, IBM, Cisco Systems, Microsoft, and Ariba,
among many others. A tiny sampling of their technology names includes
Ariba, PayPal, Sun Fire, Sun Ray, Sun Blade and Jiro, AMD Athlon and
Duron, Apple Stylewriter, AtEase, PhotoGrade, FinePrint, Macintosh
Classic, and Powerbook Duo, HP VerSecure, Microsoft Ask Maxwell and
PictureIt!, and all Cisco names since 1994.
Master-McNeil is the acknowledged leader in the field of brand architecture.
Major brand architectures created by Master-McNeil include those of Cadence,
Compaq, RealNetworks, Cisco Systems, Sun Microsystems, and several Apple
divisions. Master-McNeil's scope has extended beyond technology to include
automotive, telecommunications, health care, entertainment, retail, and
food companies.
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"Hanson moved us a giant step forward in defining our business,
our new 'category' and our customer targets. She moved us beyond a
great concept and product to a serious business focus and market
definition. And since she so effectively involved the team in the
strategic dialogue, everyone was excited and ready to move forward
with the chosen direction. "
Stan Rosenschein
CEO, Quindi.
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