Discovery Channel to air “The Joy of Lex” in July.
Remember the descriptive compound names of the doomed search engines of yore? LookSmart, InfoSeek FindWhat, AllTheWeb, etc? Failing to understand the lessons of the past, AOL has brought back generic naming and branding with their new search engine name, “FullView”.
At first glance “FullView“ might seem merely a literal translation of AltaVista, but that would be “HighView”, and thus quite different, of course.
Here is the hysterical PPT that AOL used to sell this dog internally. Note slide number four, where they say the name needs “to signal new, different” and “generate intirgue”.
FullView was named by “best of breed naming agency” Lexicon.