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   Plus: Tricks of the trade from the naming expert behind Swiffer, BlackBerry, and more. ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­
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                  In our August edition:
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                  <span style="font-weight: normal;">
                   When
                  </span>
                  <strong>
                   bubbles burst,
                  </strong>
                  <span style="font-weight: normal;">
                   how to
                  </span>
                  <strong>
                   name a product,
                  </strong>
                  <strong>
                  </strong>
                  <span style="font-weight: normal;">
                   and
                   <em>
                    the
                   </em>
                   <span style="font-weight: bold;">
                    puzzle empire.
                   </span>
                  </span>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module-2-1-0_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="font-family:Lato, Tahoma, sans-serif; font-size:14px; font-weight:bold; color:#192733; letter-spacing:3.08px; text-transform:uppercase; line-height:150%; margin:0px">
                  A NOTE FROM OUR EDITOR
                 </p>
                 <p style="font-family:Lato, Tahoma, sans-serif; font-size:16px; font-weight:bold; color:#192733; letter-spacing:3.08px; line-height:150%; margin:0px">
                 </p>
                 <p style="line-height:150%">
                  Thanks for being here. Our lead story covers a topic spoken about in hushed tones every day: the "AI bubble." Is a collapse inevitable? Is it all overblown? The end of the world as we know it? Not even a real thing? To all of these questions, the internet's consensus is clear: Yes.
                 </p>
                 <p style="line-height:150%">
                 </p>
                 <p style="line-height:150%">
                  We felt the situation called for more input from rational, respected experts, so we sent Katherine to unpack all things AI bubble with help from five worthwhile minds.
                 </p>
                 <p style="line-height:150%">
                 </p>
                 <p style="line-height:150%">
                  When I sat down to read her piece, the last thing I expected was to feel
                  <em>
                   less
                  </em>
                  anxious about it all. But that's where I wound up. Hope you fare just as well. —
                  <em>
                   BB
                  </em>
                 </p>
                </div>
               </div>
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                  <span style="font-size: 14px;">
                   Katherine INVESTIGATED...
                  </span>
                 </p>
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                 </p>
                 <h1 style="margin:0; font-family:Lato, Tahoma, sans-serif; font-weight:900; color:#192733; line-height:122%; font-size:27px">
                  What happens if (when?) the AI bubble pops?
                 </h1>
                 <p style="font-family:Lato, Tahoma, sans-serif; font-size:18px; font-weight:400; color:#192733; line-height:150%">
                 </p>
                 <h2 style="margin:0; font-family:Lato, Tahoma, sans-serif; color:#192733; line-height:150%; font-weight:bold; font-size:18px">
                  We asked experts what shape life might take on the other side.
                 </h2>
                 <p style="font-family:Lato, Tahoma, sans-serif; font-size:16px; font-weight:400; color:#192733; line-height:150%">
                 </p>
                 <p style="font-size:16px; line-height:150%">
                  The AI bubble is firmly wedged in the economic ether, feared by many. But what does a bubble bursting actually look like? And what would it do to the stock market, the job market, and our everyday lives?
                 </p>
                 <p style="font-family:Lato,Tahoma,sans-serif; font-size:16px; font-weight:400; color:#192733; line-height:150%">
                 </p>
                 <p align="left" style="font-size:18px; line-height:150%; text-align:left">
                  <a data-hs-link-id="2" data-hs-link-id-v2="iWevV3S2" rel="noopener" style="color:#192733" target="_blank">
                   <span style="display: inline-block; border-bottom: 2px solid #d49134; padding-bottom: 4px;">
                    <span style="font-size: 18px; font-weight: bold;">
                     Dive in
                    </span>
                    |
                    <span style="font-family: Lato,Tahoma,sans-serif; font-size: 12px; font-weight: 400; color: #213242; text-transform: uppercase;">
                     4 min read
                    </span>
                   </span>
                  </a>
                 </p>
                </div>
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<![endif]-->
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                  <span style="font-size: 14px;">
                   KATHERINE ALSO WONDERED...
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                 </p>
                 <h1 style="margin:0; font-family:Lato, Tahoma, sans-serif; font-weight:900; color:#192733; line-height:115%; font-size:27px">
                  Where do billion-dollar brands get their names?
                 </h1>
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                 </p>
                 <h2 style="margin:0; font-family:Lato, Tahoma, sans-serif; font-weight:bold; color:#192733; line-height:150%; font-size:18px">
                  We asked the man who's dubbed everything from BlackBerry to Febreze.
                 </h2>
                 <p style="font-family:Lato, Tahoma, sans-serif; font-weight:400; color:#192733; line-height:150%">
                 </p>
                 <p style="font-size:16px; line-height:150%">
                  Dave Placek is a naming legend whose agency, Lexicon, has been devising household names since 1982. We wanted to know how he approached a blank page and ended up at Dasani. Now you'll know too.
                 </p>
                 <p style="font-family:Lato,Tahoma,sans-serif; font-size:16px; font-weight:400; color:#192733; line-height:150%">
                 </p>
                 <p align="left" style="font-size:18px; line-height:150%; text-align:left">
                  <a data-hs-link-id="1" data-hs-link-id-v2="ocHGbfO+" rel="noopener" style="color:#192733" target="_blank">
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                     Dive in
                    </span>
                    |
                    <span style="font-family: Lato,Tahoma,sans-serif; font-size: 12px; font-weight: 400; color: #213242; text-transform: uppercase;">
                     5 min read
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