Ever wonder precisely why big companies such as AOL are so painfully sluggish? Here’s an insight from AOL. The company engaged a top-tier naming agency, evaluated 120 different options, tested the finalists with focus groups in Denver and Chicago, checked on the meaning in 16 languages — and the brand strategy group explained its process in a laughably belabored 20-slide presentation.

heh. i bet that company in sunnyvale is pretty much the same

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