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Featured Lexicon News
"Famous Names": New Yorker Article Profiling Lexicon President David Placek
The New Yorker
John Colapinto
October, 2011
In the summer of 1998, a group of executives from a small technology startup named Research in Motion arrived at the California offices of Lexicon, a firm devoted to inventing names for products. The executives had brought with them the prototype for a new device, a two-way pager that could send and receive e-mail wirelessly.
In January, 1999, the BlackBerry was launched. Despite heavy competition from the Droid and the iPhone, it remains one of the best-selling smart phones. 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.
Lexicon’s founder and C.E.O., David Placek, maintains that the best name brands, like poems, work by compressing into a single euphonious word an array of specific, resonant meanings and associations.
Discussion of the Week - David Placek, Founder and President of Lexicon Branding
Forbes.com
August 17th, 2010
Q: What is the secret to creating a memorable, enduring name for a company?
A: The name of a company is the first thing a consumer experiences. It has to be engaging, remarkable and memorable.
Audio: Structure of English Words
Dr. Will Leben, iTunes.Stanford.edu
November 12th, 2009
Lexicon’s Director of Linguistics and Stanford University Professor, Dr. Will Leben’s audio course on the Structure of English Words has been posted on iTunes.Stanford.edu.
Book excerpt: How the BlackBerry got its name
The Record.com
October 10th, 2009
BlackBerry Planet tells the story of Waterloo-based Research In Motion, maker of the BlackBerry electronic device.
Febreze, Dasani, Scion: The Man Who Made it All Up
Laurence Scott, NBC
June 5th, 2009
It may sound simple, but since 1982, Sausalito's Lexicon Branding has coined hundreds of internationally known brand names with a process emphasizing the ideas associated with words.
Tech's Product Name Guru: Meet the Man Who Coined BlackBerry, Azure and More
Thomas Wailgum, CIO.com
November 11, 2008
How do they come up with technology product names like "BlackBerry" and Windows "Azure"? In this Q&A, David Placek, the guru whose company came up with those two and many more, takes us inside the product name game.
Featured Client News
Windows Phone 7: A Fresh Start for the Smartphone (Feature Names)
Press Release, Microsoft.com
October 11th, 2010
The phone delivers a new user experience by integrating the things users really want to do, creating a balance between getting work done and having fun.
BlackBerry posts record revenue on Torch sales
The Economic Times
September 17th, 2010
Beating all negative forecasts and reports of less-than-enthusiastic response to its new Torch smart phone, BlackBerry maker Research in Motion (RIM) has posted a record profit for the second quarter.
OnStar Relaunches Its Brand with Focus on 'Responsible Connectivity'
Press Release, PR Newswire
September 15th, 2010
Levi's Brand Introduces Revolutionary Fit System that Focuses on Shape, Not Size
(Curve I.D. - Slight Curve, Demi Curve, Bold Curve)
Press Release, PR Newswire
August 9th, 2010
The new line, Levi's® Curve ID, utilizes a revolutionary fit system based on shape, not size and was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.
DECE unveils UltraViolet
Marc Graser, Variety
July 19th, 2010
That's the name the Digital Entertainment Content Ecosystem (DECE), a consortium of the major studios, retailers, cable operators, hardware manufacturers and rental services, have decided on to represent an online content locker that will initially store and play movies and TV shows on a variety of devices.