An insightful piece on positioning penned by Bob Cohen, Senior Consultant
Articles Tagged ‘brand naming - Lexicon Branding’
Abbott announced the results of the IMPACT clinical trial, which demonstrated that the FreeStyle Libre system met its primary endpoint of a reduction in time spent in hypoglycemia (low glucose levels, defined as <70 mg/dL1) for people with type 1 diabetes.
Electronic Arts has released the official teaser trailer for Battlefield Hardline, at the same time confirming an October 21st release date for the new game. Lexicon worked with EA to create the first title that takes the Battlefield franchise out of the classic warfare scenario and into an police vs. criminals urban setting.
Because the right research not only identifies which names have the greatest potential, it goes further to help you direct copy and design.
Creativity is only half the battle in determining your winning brand name. There are trademark issues to deal with, of course. Then there is the challenge of selecting the strongest name from your list.
The traps in typical name research are legion. For example, whether or not you (or your customers) happen to like a name can often distract from identifying its strongest qualities. Likewise, whether or not a name is a great fit-to-concept can also lead down the path to mediocrity.
Lexicon Discovery is atypical name research. Finding out how and why people react to a name across varying circumstances is critical to understanding how that name will support—or, potentially, oppose—your development of a cohesive brand story.
Born of Lexicon’s approach to creativity, a Discovery Study digs deep to compare the potential of names using a set of linguistically-based principles. Whether in a qualitative or quantitative setting, the Discovery Process provides insight into the functional and emotional assets, potential liabilities, and core persistent values each name can deliver to your brand. That’s how we identified that Dasani® had the potential to become a great name for bottled water, Swiffer® a breakthrough name in cleaning products, and Pentium® a category changing name among microprocessors.
The Coca-Cola Company, Colgate-Palmolive, Disney-ABC, General Motors, The Home Depot, Intel, Microsoft, Subaru, Toyota, and Procter & Gamble are all Lexicon Discovery clients.
Xenex announces its new LightStrike Germ-Zapping Robots, a portable disinfection system that utilizes Full-Spectrum xenon light to destroy antibiotic-resistant bacteria in a 4-minute cycle.
Digital direct business puts the customer first
Big, full and rounded sound akin to a full-sized Hi-Fi - with a price to match - but squeezed into a box that can stream almost all app-controlled music services
Leading networking products maker TP-Link has entered the smartphone market with the introduction of three new Android smartphones – Neffos C5L, C5, and the C5 Max. The three devices, as well as future smartphones from the company, will be marketed under the “Neffos” brand.
Inc. recently polled 25 angel investors and venture capitalists, and asked about the portfolio companies that are executing well.