Bob Cohen is retired from a 40+ year career in marketing, advertising and brand name development. After degrees from MIT and the Stanford Graduate School of Business, he worked in product management for General Foods Corporation, before a number of years in advertising agency account management in San Francisco. Among many clients served were Clorox, Levi Strauss, Hewlett-Packard, Apple Computer and Atari. Bob spent the last 20 years of his career with Lexicon Branding in Sausalito, California, where he was a senior consultant, instrumental in creating major brand names such as Intel’s Pentium, the Subaru Outback and P&G’s Swiffer, while also formulating a range of linguistic and consumer research methodologies used to help evaluate names. He and his wife Nancy live in Mendocino, California.