Aside

In 1986, ________’s longtime advertising agency Saatchi & Saatchi formed a specialized unit, Team One, to handle marketing for the new premium brand. Image consulting firm Lippincott & Margulies was hired to develop a list of 219 prospective names; Vectre, Verone, Chaparel, Calibre and Alexis were chosen as top candidates. While Alexis quickly became the front runner, concerns were raised that the name applied to people more than cars (being associated with the Alexis Carrington character on the popular 1980s primetime drama Dynasty),and as a result the some changes were made to the name – removal of an alphabet, and replacement of some others.

The term “the X of…” has also entered the cultural lexicon as a description of a high-end product.

What famous brand name are we talking about? Workoutable. 

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