PROJECT: Name a new advanced-technology hearing aid and audio products company.
ZOUNDS: An interjection that's an expression of wonder, and a play on "sounds."
BRAND POSITION: An early appearance of Zounds in Shakespeare's King John (1623), act II, scene 1, line 466: "Zounds! I was never so bethumpd with words since I first call'd my brothers father dad!" That certainly maps to an advanced hearing aid product that allows the hearer to process words in a crowded room in a way they were never able to before. Zounds is an exciting name that is by definition an "expression of wonder," that when combined with the obvious play on "sounds" and the oblique allusion to German hi-tech engineering, makes it the perfect name for this company.