Lexicon Branding

As a consumer, I am extremely hard to persuade, but once you have my business, I’m loyal to a fault: I use the same brand of toothpaste my parents bought, and I’ve owned two cars by the same manufacturer. Branding is the most succinct form of storytelling there is. That’s my opinion, but it’s shared by David Placek, founder and president of Lexicon Branding. Here are a few of the companies and products he and his team have named over the last 42 years: - Subaru Outback - BlackBerry - Pentium - Lucid - Azure - Swiffer - Sonos - NVIDIA Shield - Embassy Suites - Febreze In May 2024, I interviewed him at Lexicon Branding’s headquarters in Sausalito, California about brand architecture and positioning, the merits of being bold and authentic, and the methodology his company uses to transform innovative ideas into distinctive names that resonate. Read the rest: 👇🏾

Lorena Pérez Hernández has been a Lexicon Linguist for 27 years and counting....Linguistics is a core pillar of ours and we are grateful for all of our linguists who help to bring our names to life across the globe!

Despite it being powered by AI, there is nothing “AI” about the name Continuum. That’s the beauty of it. Continuum speaks to the journey of developing – and evolving - a sonic identity. Congrats to Made Music Studio - such a pleasure working with you! #sonicbranding #brandnaming

Best practices for naming AI brands and products? David Placek spoke with Asa Hiken for Ad Age’s Marketers Brief podcast on how to stand out, create an emotional connection and the fine balance between communicating complexity with a human touch. “You have to have memorability here in a very cluttered space,” Placek said. “Every week, we’re getting invites from companies to talk to them about helping them brand yet another AI product, service or technology.” https://lnkd.in/eRCtKT4u

Best practices for naming AI brands and products? David Placek spoke with Asa Hiken for Ad Age’s Marketers Brief podcast on how to stand out, create an emotional connection and the fine balance between communicating complexity with a human touch. “You have to have memorability here in a very cluttered space,” Placek said. “Every week, we’re getting invites from companies to talk to them about helping them brand yet another AI product, service or technology.” https://lnkd.in/eRCtKT4u

Our founder, David Placek discussed the opportunity for OpenAI to develop strategic brands beyond ChatGPT. Thank you Ad Age for the conversation! "In order for it to remain a leader in the long term, the company needs to express to consumers what it does best, not first."

We are excited to announce Mixx - our first pan-African brand! We partnered with AXIAN Telecom to create this mobile fintech brand that will unite 41 million people across Africa. Our African linguists teamed up with our in-house creatives and our NeuroCreative ® Research Library to identify sounds, words and roots that would appeal to Axian’s audiences. Mixx represents a new force for financial inclusion and digital transformation in Africa. Congrats to Hassanein Hiridjee and the AXIAN Telecom team on this milestone!

Huge round of applause to Zanda Health on the launch of their rebrand! 👏 So many brave branding decisions were made by this incredible team. Link to full case study in the comments. After a brilliant name change guided by Lexicon Branding, our teams spent the last 6 months in the trenches together, building this buzzworthy identity focused on bringing more freedom, flexibility, and enjoyment into the lives of medical practice owners. Attic Salt® supported the overhaul of their entire visual identity system, motion identity, and UI. We even introduced a brand new mascot with a series of positions and expressions. Thank you to Damien Adler, Fiona Adler, Danielle Hopkinson, Ryan P. Garcia, Heather G. Sanders, and the rest of the Zanda team for trusting and including us in your brand journey. It has been a real privilege to work with you and we are rooting you on as you continue to change the lives of practitioners all over the world.

“We are evolving the human experience around documents.” Just as nutrients fuel and sustain life, Nutrient empowers developers and businesses to evolve beyond traditional document processes. Nutrient is a far departure from PSPDFKit, but that’s exactly what they needed. Congrats Jonathan Rhyne and Danielle W. on the rebrand! It was a pleasure working with you and partnering with Pentagram London to create this new brand. Case study here: https://lnkd.in/gSeQUmqA

Lexicon Branding fielded research among consumers and developers in the US, EU and South Korea to create a specific approach for developing brand names for AI products & companies.  Windsurf is an example of using our research to create a new strategic AI brand. Find out more here:  https://lnkd.in/gyyvx7vF