October 19, 1955

Dear Miss Moore,

This is a morning we find ourselves with a problem which, strangely enough, is more in the field of words and the fragile meaning of words than in car making. And we just wonder whether you might be intrigued with it sufficiently to lend us a hand.

Our dilemma is a name for a rather important new series of cars.

We should like this name to be more than a label. Specifically, we should like it to have a compelling quality in itself and by itself. To convey, through association or other conjuration, some visceral feeling of elegance, fleetness, advanced features and design. A name, in short, that flashes a dramatically desirable picture in people's minds.

Over the past few weeks this office has confected a list of three hundred-odd candidates which, it pains me to relate, are characterized by an embarrassing pedestrianism. We are miles short of our ambition. And so we are seeking the help of one who knows more about this sort of magic than we.

As to how we might go about this matter, I have no idea. One possibility is that you might care to visit with us and muse with the new Wonder which now is in clay in our Advance Styling Studios. But, in any event, all would depend on whether you find this overture of some challenge and interest.

Should we be so fortunate as to have piqued your fancy, we will be pleased to write more fully. In summary, all we want is a colossal name (another "Thunderbird" would be fine). And, of course, it is expected that our relations will be on a fee basis of an impeccably dignified kind.

Respectfully,
Robert B. Young
Marketing Research Department