What’s the Best Name?
Identifying the very best name for a new company or a new product should be the objective of every naming research program.
But there is a difference between the best name, the name that delivers strategic impact, the name that best “fits the concept” or the name that is the most popular (which often means it’s the most comfortable).
Both our qualitative and quantitative programs go far beyond both fit to concept and popularity measures to uncover the leading indicators of a new name’s ability to get attention, generate interest and tell a new story.
Pentium, PowerBook, BlackBerry, Swiffer, Febreze, Scion and Dasani are just a few of the names that we identified as strong candidates with strategic impact potential. And none of the above were either the best fit to concepts or the most popular!
Uncovering the leading indicators of a word’s ability to serve, as an effective brand name wasn’t easy. It required deep investments and multiple experiments driven by linguists, sociologists and anthropologists. Today, our programs are fully tested. Several of our approaches are patented and more patents are to follow.
Microsoft, PepsiCo, Toyota, Nissan, Intel, Sony, The Coca-Cola Company, Turner, Nestle, and Whirlpool are all Lexicon research clients.