Fossil v/s New

In a world of 'New this!' and 'New that!', it's so refreshing and memorable to come across a brand name that strives to be known as not just old, but very, very old.

Fossil: Now that's what you call new thinking. For a detailed dissection of the brand name and a white paper on how to come up with names like this that work, write to me.

Fossil
Stop-start scale: 7/10
Long and Short cut: 7/10
Story meme: 7/10
Urlabilty: 10/10
Übertotal: 31/40

New
Stop-start scale: 4/10
Long and Short cut: 7/10
Story meme: 4/10
Urlabilty: 0/10
Übertotal: 15/40