“6. Does it look well in type? (N. B. Have all names set up in 12-point Caslon, new style.)
“7. Has it a flowing, harmonious sound?
“8. Does it begin with some incisive, unusual, INTEREST-GRABBING letter, like K, U, Y, V or Z?
“9. Has it that Can’t-Be-Forgotten PUNCH that makes it Bite into a Man’s Memory and STICK there?
“F. I attach list of names that answer these requirements. These names have been selected from more than six hundred coined by myself and the staff of the Product-Naming Department. To which one do you react most strongly? Action, please!
“(Signed) J. Sanford Bowser, President.”
Mrs. Bowser, with frosty eye scrutinized the list, then tossed it on her desk with unmistakable petulance. She had read:
“Names for Baby:
“Ugobono Bowser
“Veekar Bowser