Will examine in our cover story. When we think of kleenex or xerox, what comes to mind . They are not real words but they are very successful names. Is it like poetry . Well, i think it is more like poetry than it is like science. Irrelevant tell you that. There is still a lot of art to this business. Ahead of sunday morning the professional namer behind some of the countrys best known products. Mason as the work of sculpture anyone can buy for just 25 cents, making money is a story from anna werner. A quarter, a common coin or a work of art . There is art in money. There is. Later on sunday morning, we are making money, no, we are making money. Mason the role of a legendary businessman is what is in store for the versatile actor jeremy piven a man with a bit of a reputation which our tracy smith will confront head on. You have done a terrific job. In his latest tv series. Jeremy pitch is a retail king of london. But he is probably best known for playing one of the most obnoxious men on earth. Lloyd so let me ask you flat out, are you a jerk . You know, i have had some moments where, you know, you have to check yourself and go just calm down. Ahead this sunday morning the passion or jeremy piven. Go and bring the world to suffrages. Rather, whether in the black or in the red Japanese Business operates in the pink for a few days every spring. Seth doane will explain. , you know, is awash in pink as Cherry Blossoms draw tourist four lists from around the world. It can be hard to get a hotel room this time of year. Forget it, it is impossible. In these blossoms are used to sell all sorts of products, the business size of all of these blossoms, ahead on sunday morning. Trump this comes from vladimir duche a challenge to all aspiring big spenders from one of the best known big spenders of all. Money might not buy you happiness, but it sure can buy you a firstclass trip to the destination of your dreams. Gold fixtures in the bathroom, you know, what is absent . Nothing. Nothing. Just ask donald trump. Come fly with me ahead on sunday morning. Mason those stories and more, first the headlines for this sunday morning april 12th, 2015. History was made in panama yesterday as president obama and cuban president raul castro spent an hour discussing future ties between the two nations. Correspondent Major Garrett was there. The historic encounter drew a final curtain on the cold war and five plus decades of hostility between washington and havana. We can disagree with the spirit of, with a spirit of respect and civility and that overtime it is possible for us to turn the page and develop a new relationship between the two countries. The last time a top u. S. Official met the castro family it was Vice President nixon with fidel in 1959 just after the revolution. We need to be patient. New partnerships president obama hasnt decided whether to remove cuba from the list of state sponsors of terrorism, but that is likely soon, as our Embassy Openings in both capitals. We are not in the business of regime change. We are in the business of making sure the cuban people have freedom and the ability to participate and shape their own destiny and their own lives. The two leaders met for an hour and afterwards the president s top advisors says before a u. S. Embassy would open in havana they would have to give diplomats to free travel around the country that may take some time because getting used to this new reality, mr. Obama says is harder for the cubans than it is for the americans. For sunday morning i am Major Garrett in panama city panama. Mason Hillary Clinton is set to announce today on social media that she is running for president. The former senator and secretary of state would be the first democrat in the race. And, an over flow crowd gathered at a church in somerville, South Carolina yesterday for the funeral of walter scott. He is the black driver shot to death by a white North CharlestonPolice Officer after fleeing a traffic stop. In augusta, jordan may have faltered a bit yesterday but his lead at the masters remains firm after shooting a record 16 under through three rounds. The texans takes a four stroke lead into the final round of the tournament which you can see later today on cbs. Now the weather, Late Afternoon storms are expected from minnesota south to oklahoma, in the week ahead the gulf coast is in a bulls eye for heavy rain, nothing but sunshine in the southwest. Coming up, flying first class with donald trump. And later a penny for your thoughts. Draper. Mason it is an age old question, what is in a name . As lee cowan tells us in our cover story, if you are in the business of launch ago brandnew product, the answer is, everything. Lets see what we have there. Who has run, who is on first, i dont know who is on third. Thats what i want to find out. I say who is on first no one played the name game quite as well as an abdullah got and costello. What is the name of third base. Who is on first . I dont know. Third base. They never did get the names right. It starts really with asking yourselves what is the story here and you have to have a name that sort of supports that. And it is not all that different from what david placek goes through every day. It is not really a lot of names, it really is about solving problems. He is known as a namer his company, lexicon, based in sausalito, california has named some of the biggest products around. He came up without back for subaru. The Chevrolet Malibu with all new on star. On star for general motors. Pentium for intel. And the bottled water dasani for cocacola. When you think about it nothing is used more often or for a longer period of time than someones either company name or their brand name. I mean it sticks, for better or worse. It does. It is also the one thing that your competent for cant take away from you in the end. We are about ideas so this is where we post ideas he charges as much as 100,000 to name a new product. And it is not as easy as don draper makes it look on mad men. It is not called the wheel. It is called the carcel. Carousel. It never happens at that like that . Doesnt happen like that. This is the needle of a single sewing machine whose name and reputation you have known all your life. It used to be that successful product names were often family names, like Singer Sewing machines or hoover vacuum cleaners. But as Companies Got bigger in marketing, came into the picture, people began making the decision that i have got to be bigger than my own name. Ford can still bank on its family name despite its poorly named edsel. But newer auto makers like ilan musk had to breakthrough with Something Different. Lets take tesla, which i think is a wonderful name, if elan musk had decided to call that, you know a musk, the musk yes provocative but kind of slow moving and it doesnt have the aspirational quality of a tesla. For the record, tesla is not one of lexicons creations but it does adhere to his belief that a good name is like poetry. Creating what he calls sound symbolism. Individual letters create individual sound, and those sounds evoke certain qualities. He researched the letter b for example. B the sound of b was one of the most reliable sounds in the english language. Just the sound of b . Just the sound of b. That was important when it came time to name the blackberry. Originally, its makers were keen to use the word mail somewhere in the name. They wanted Something Like easy mail, mega mail pro mail. But placek wanted a name that called to mind Something Different than getting buried in messages from work. Why dont we say this is a device that will give you a little more enjoyment and make it easier for you. Enjoyment and ease conjured up parks and picnics, which for one of his staff conjured up the word strawberry. But then they remembered the power of that b sound. Strawberry was scratched for plaque berry. The blackberry was born. Look at this, i have a i dont have da. But sometimes the best names have nothing to do with real words at all. Like the swiffer. Proctor and a gamble had no idea to call it dust rag at the end of a stick. We began looking at words around cleaning that were very efficient and effective so you have this notion of swiping and sweeping and we got a certain point to swift, and then we took the t off and added an f and then we made it more special and there is swiffer. Which Means Nothing beforehand. It is a completely madeup word. Thats right. There is truth in the naming business is that every product needs one, but no two can be alike. And with only 26 let in other words the alphabet, namers have their work cut out for them. Do you ever worry you will run out of names . No, i dont. I think we will be okay. Mason next, the art of the quarter. Thousandth. Mason making money is more than just a figure of speech for the folks anna werner has been talking to. In this fast paced world obsessed with earning money and spending it, it is understandable why you might not take a minute to examine your space change. But if you did you might find those coins are miniature works of art. There is art in money . There is. Not maybe money in art but there is art in money. Thats a good comment. I like that. Don everhart should know. Hes the lead sculptor for the u. S. Mint in philadelphia. People talk all the time about making money but you actually make money. Right. You could say that. Everharts designs range from the state quarters we use every day to medals presented to world leaders. It is a pretty unique job. It is very unique, there are only seven of us in this country that do what i do, and we are all in this building. How many designs do you think you have come up with . It has to be in the thousands, literally. Most coin designers use computers, but not everhart. For him each design start with a lump of clay. And so how much depth do you get on that . I think we did this at 70 or 80,000ths of an inch. 80 thowt stands of an inch. Thats what you get to work with. Yes. Not a lot of space. Not a lot no. After he has put in his 2 cents worth his design goes before two federal committees. We dont have to abide by what they say but we take what their recommendations are very seriously. How much artistic freedom do you have in designing this . Surprisingly a lot because the cmittees like to see new refreshing angles because we have done so many Different Things on coins that they want to see something that is indicative of the time we live. All the way back in 1792 our Founding Fathers knew their new democracy couldnt be truly independent without its own currency, an so the mint was born, the First Federal building erected under the new constitution. The mint has perfected its practice since then. One machine uses lasers to trace everharts sculptures, it notes every nook and cranny so it can shrink the image down to scale. Next they make a stamp using anywhere between 40 and 60 tons of force that stamps strikes blank supposes of metal making coin. What did i do wrong . I did it wrong. Thats okay. This is what happens when you let tv talent do this. I broke the machine. But i got the hang of it. Victory i can now officially say i have made money in this job. Thank you. You are welcome. The u. S. Mint turns out 2. 7 million in coins every day and thousand of them could be don everharts design, which could be a pretty heavy thought for a unique artist. So how do you wrap your ahead around the fact that millions of people have se well, millions of people have seen it but i dont think they know who don everhart is. Even if they look at the little tiny initials on it. Wait there are initials on it . Yes. On every coin or medal i have done since i got here i put initials on sovereignty we just have to look for them. Usually de in the usually in the lower right hand corner. A Western District of and we will know, hey don did that. Thats right. So lets lets put our gloves on. This is nancy giles. So this this is the first penny that was produced, it is known as the flowing hair penny, go ahead and pick it up. The first pennies were twice as large as todays penny and those 1793 pennies were minted in controversy. People thought her hair was too wild. They thought it was unkept, it didnt speak to a more refined notion of womanhood so as you will see, it gets tamed. Matthew whitman is an assistant curator at the american newspaper numismatic people. He says the wild looking woman got sent to the stylist. This is the version of liberty, the headband that says liberty and they now finally have the hair under control. But 1857, the penny shrunk to its current size featuring first the flying eagle and then the indian head. So when did we get lincoln on our pennies . Well, you have to fast forward to 1909 the 100th anniversary is coming up, Teddy Roosevelt is president so Teddy Roosevelts idea was to honor think hero to get him on the penny. And lincoln has been there ever since. Now if we could only give abe a penny for his thoughts. I can imagine, i dont want my face on this worthless coin. It is an argument that has grown loud never recent years. Fueled in part by people like jeff glor who say retire the penny already. Millions of pennies are made every year by the mint so they have a oneway trip from the 90 to the stores into our pockets and then into some jar as home. What do you buy with a penny these days . Nothing. And how much time do we waste fishing around in our pockets and our purses and our wallets for pennies . Oh, found one. The penny is so easy for us to do away with it but other countries have done this. Canada. Thats right most recently canada retired their penny and there were no earthquakes, their economy is doing fine. Thats right. Three years ago canada said goodbye to the penny joining a dozen countries that have thrown their smallest coins into the smelter. Is it possible for there to be zero in the solenoid. How do you make change the canadian way. Gore is a fisks professor at mit and math is not my strong suit so i had him crunch the numbers. If event is zero to give you dont have to do anything because it is right at a nickel. Yes. But if it ends in a one or a two, then you go down. To the zero. To the zero. Hey thats good. Three four, goes up to the five so if you run through it it is half the time it goes up and half the time it goes up. They abhor the idea of rounding americans. They want the penny saved. This is no evidence at all if you didnt have the penny they would round down and the evidence seems there would be pricing schemes in place you would round up and hurt consumers. He runs americans for common sense. Okay. So his major supporters is the zinc i have which supplies the major ingredient in pennies these days. We met weller at the lincoln restaurant a washington shrine to the lincoln penny. Do you think another problem with even trying to approach this overhaul is that in this country we are kind of resistant to change . I have seen coins and dollar bills all over the world that have color that have women on it. What is with america, mark . What is with us . It is a great question. Americans are reluctant to change. But consider this. It costs about 1. 6 cents to make every penny and about 9cent to make a nickle. The coins cost more than they are worth. We could follow new zealands lead. They have dumped the penny and the nickel. You visit new zealand everything is rounded to a ten. Oh, brother. Mason authority from nancy giles. Founding father Benjamin Franklin designed our earliest coins he gave us an expression apropos of april 15th nothing can be said to be certain, he said, except death and taxes. Sunday morning is sponsored by pacific life. For insurance annuities and investments, choose pacific life. The power to help you succeed. It is a Samsung Smart watch and hoping you have got to have it and they have history on their side. Throughout the morning Susan Spencer will be showing us examples of products which have gone from discretionary to must have. She begins with this sunday morning pick me up. All right. So what do we do . We just slide it in there. All right. And close the handle. The man who made this cup of joe is no ordinary joe. When i was working for ge i was in the Satellite Division so we did put a few satellites on rockets and put them into orbit. Kevin sullivan chief Technology Officer at currying Green Mountain maker of cove fee machines got his start in aero space and defense. Does it take a Rocket Scientist to make a good cup of coffee. It helps. How can we balance the electrical balance to make sure it is dispense and the consumer can walk away . The idea of making coffee a cup at a time started catching on about a decade ago. It turned out to be a high tech challenge. This gives you an idea of the technology. This is complicated. It is very complicated. Because it cant be complicated for the guy trying to wake up in the morning. Just close the handle and touch a button and away it goes. A cup of coffee in less than a minute speed, convenience and did we mention variety . You have some really forgive me almost ridiculous flavors. Thank you. Pumpkin spice. Pumpkin spice, mountain blueberry. French toast. French toast. Today single serve machines are in one out of every three american homes. What happens what happened to the percolator . Remember that. I think they are all in the basement. And then we had drip coffee. We did. And along came this and just sort of blew Everything Else out of the water. Single serve i think found the hidden need, the need that people didnt know they had. Filling that need has turned keurig whose machine can cost a couple hundred bucks into a 4. 7 billion business. A cup of coffee made this way is not necessarily cheap. It is less expensive than you go to a coffee shop, but it is more expensive than if you bought a pound of coffee and did your drip grind. Last year americans doled out more than 3 billion bucks on single serve capsules, brewing up a controversy. What to do with the millions of po