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Naming expert shares the process behind creating billion-dollar brand names like Azure, Vercel, Windsurf, Sonos, Blackberry, and Impossible Burger | David Placek (Lexicon Branding)
From Sonos to Swiffer to BlackBerry to Pentium: Naming expert David Placek shares his 3-step framework for crafting billion-dollar brand names
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David Placek is the founder of Lexicon Branding, a company that focuses exclusively on the development of brand names for competitive advantage. Lexicon is behind iconic names such as Sonos, Microsoft’s Azure, Windsurf, Vercel, Impossible Foods, BlackBerry, Intel’s Pentium, Apple’s PowerBook, and Swiffer. Over 40 years, David’s team has named nearly 4,000 brands and companies, employing over 250 linguists and pioneering naming innovation.
What you’ll learn:
The three-step process that generated names like Windsurf and Vercel
How a name can give you the edge that no marketing budget can buy
Why you won’t “know it when you see it”
Why Microsoft called Azure “a dumb name” before it became their billion-dollar cloud platform
Why polarizing opinions are the strongest signal that you’ve found the right name
How every letter of the alphabet creates a specific psychological vibration
The diamond framework: a 4-step proce