CMO Survey: The Increasing Value Of A Brand Name
What’s in a name?
Brand names play an increasingly key role in helping companies separate themselves from the pack and gain early market share.
Lexicon Branding President and Founder, David Placek discusses our recent survey of CMOs and the increasing value of a brand name.
Ninety-three percent of CMOs surveyed agreed that naming is harder now than it was five years ago, and nearly 50 percent expect it to be much more difficult in the next five years.
“Naming has been widely seen as a creative and a tactical exercise, but the digital economy, with all its innovations, has changed that,” David Placek says. “It has elevated naming from the tactical to the strategic.”