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Challenge: Develop a name for a new kind of dictionary that could replace them all.

Scope: Name, Tagline, Brand Strategy

Results: This was our first name that earned international mentions on a daily basis. But we must admit that is likely to have more to do with Erin McKean’s leadership (and columns in The Boston Globe and The New York Times) than our work. Which leads us to a bit of…

Trivia: McKean’s team of linguists and lexicographers narrowly avoided selecting a name that followed the rules of suilline Latin.

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