Lexicon News
AFM: What Words Work
October 28, 2011
Every one of the 5,000 or so films being peddled at AFM has a title -- a first impression, if you will -- that will help guide that movie through the marketplace, help or hurt its international sales, and determine its fate on its path to consumers. Every word counts. Consider whether "Pretty Woman" would have been as successful if it had been released under its original title, "3000"? Or how well "Back to the Future" would have fared as "Spaceman From Pluto"?
Andrew Kaufman, a writer for Variety Film News, interviewed Lexicon founder and president David Placek for some insight into what a good film title needs to have to pull in viewers.
The Man Behind BlackBerry, Swiffer and Scion on How to Do Branding Right
October 28, 2011
PEHub.com writer Connie Loizos caught up with Lexicon founder and president David Placek about not just creating high profile brand names, but how companies big and small can do a better job of selecting names for themselves.
Product Name Make Dasani And Swiffers Sell
October 12, 2011
A product may be useful and appealing in its own right, but the brand name can make or break its success. NPR's Neal Cowan interviews The New Yorker staff writer John Colapinto who profiled Lexicon in an article recently.
Placek Calls Apple "World's Number One Emotional Brand"
October 4, 2011
Lexicon Branding president and founder David Placek was interviewed on Bloomberg's Taking Stock show in regards to Apple and their announcement of the release of the iPhone 4S.
The World Of Business: Famous Words
October 2011
"Lexicon’s most successful names—among them Pentium, for Intel; Swiffer, for Procter & Gamble; PowerBook, for Apple; Dasani, for Coca-Cola—have become immensely lucrative global brands, which collectively have brought in billions of dollars for their companies." John Colapinto's article in The New Yorker profiles Lexicon Branding and president & founder David Placek.
Lexicon Branding Adds Two Vice Presidents to Support Growth and Expand its Naming Services
September 22, 2011
Lexicon Branding has recently created two new VP positions hiring two advertising veterans, Robert Birks and Mike Pile, to support current clients and to expand the company’s strategy and research businesses.
Name Calling
September 12, 2011
Lexicon Branding Creative Associate Marc Hershon is interviewed for Canada's Marketing Magazine for their feature "How I Got This Kick-Ass Job!"
Lexicon's Latest Brand Naming Study Results: Spelling Matters
March 30, 2011
Lexicon's latest study investigated ways that spelling contributes to a brand name's character. Findings defy the conventional wisdom that English spelling is arbitrary and chaotic.
Allen Kohlhepp Joins Lexicon as Director of Research
February 22, 2011
Lexicon Branding welcomes Allen Kohlhepp as Director of Research.
How to Pick the Perfect Brand Name
By Dan Heath and Chip Heath
FastCompany.com
January 3, 2011
Dan Heath and Chip Heath on what we can learn from the world's brand kings.