Jackson, Kathy
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM14
Trade Publication
The article deals with the success of Frank Delano, president of Delano & Young, in helping companies name their products. About 25 percent of his business comes from the auto industry. Delano, 54, got into the name business in 1974. He got his first big break in the auto industry in 1982 when Ford Motor Co. hired him to come up with a list of names for a new sedan that eventually was named Taurus. Sometimes, however, Delano encourages companies to purchase his name suggestions even though they are rejected for a current project. Delano has seven employees, but he describes himself as the key creative person on every project. When coming up with a name, he tries to capture a product's essence, uniqueness, spirit or soul. He came up with Pathfinder for Nissan's sport-utility vehicle, implying the vehicle can go anywhere.


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