Question
Consumer research played a significant role in the naming of the Edsel. Executives conducted extensive consumer research, with staffers canvassing the streets of major cities like New York and Chicago to test potential names and gauge reactions. They also held numerous meetings to review names and even enlisted the help of a successful poet. An ad agency was also involved, generating 18,000 names in a competition among its global offices. However, none of the names were to Ford's liking. The final four names, which were close to being chosen, were eventually used to indicate distinct trim levels: Corsair, Citation, Pacer, and Ranger.
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The naming of the Edsel was another missed opportunity to improve its fortune. Edsel Ford was the only son of the original Henry Ford. Family members were not initially in favor of Edsel's name being used and never championed it throughout the development of the car. As a result, executives dove deep into consumer research. They had staffers canvas the streets of New York, Chicago, among other major cities, to test potential names and gauge reactions. They met time and again to review names flashed on cardboard signs in front of them, and even enlisted the consultation of a successful poet but were similarly dissatisfied with her ideas. Finally, they called in ad agency Foote, Cone, & Belding. The agency drummed up 18,000 names in a competition among employees in their global offices. None were ultimately to Ford's liking, though the "final four" weren't far off and were eventually used to indicate distinct trim levels: Corsair, Citation, Pacer, and Ranger.
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