Naming Services

Whether you are naming a corporation, a new product or a feature, the brand name must be created for strategic impact. It must get attention, generate interest and tell your customers something new.

Over the thirty years since Lexicon was founded, we have made deep investments in the development of a creative process that leads to the creation of highly effective names.

No company knows more about how to develop brand names that really work and connect a company's customers through both thought and emotion than Lexicon Branding.

Lexicon offers all the services that a company needs to develop, evaluate, and select a name that delivers strategic impact. These services include:

How We Develop Brand Names

We usually begin a project by reviewing the new brand’s reason for being, its value proposition, and its mission in the marketplace. Often, we help to refine and strengthen that proposition.

We develop names by combining small creative teams with structural linguistics. Our small-team process is unique. Our use of linguistics as a core element of both inventing and selecting names is without parallel.

Our approach to consumer research—predicting the potential performance of a name in the marketplace—is patented and based on over 15 years of experimental programs.

Lexicon’s first big success came in the early nineties, when Apple hired Placek to name its first laptop. The new computer would replace the Macintosh portable, a sixteen-pound behemoth not much smaller than a desktop computer, and Lexicon’s brief was to devise a name that would overcome consumers’ skepticism about Apple’s ability to make a truly portable computer. “We were looking at those word units: ‘port’, ‘carry’—metaphors for things that are small, “ Placek said. “So ‘book’ was there.” The notion of computing speed and performance was captured by the word “power”. Lexicon combined the terms to come up with PowerBook. Placek says that some people at Apple thought the name boring. “My response was ‘Yes, it is two common words put together, but there is no such thing as a PowerBook.” The PowerBook was introduced in 1991 and became an immediate best-seller.

— The New Yorker, October 2011