How Lucid Motors Got Its Name
November 8, 2016


With over 25,000 trademarked brand names in the automotive category in the U.S. alone, developing a name for a new car is a big challenge. “In this case, the client made it easy,” said David Placek, the President of Lexicon Branding, who worked with Silicon Valley-based Atieva to create a new name for the company that is building an intelligent, electric luxury vehicle.

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Automotive Think Tank Final Thoughts: Kennedy Placek
September 1, 2016


No one expected the age of globalization to start when it did. No one thought life in the 19th century would go from rural to highly interconnected and industrialized in a blink of an eye. No one expected the housing bubble in 2006 to burst and bring most of the world’s income to a crashing halt. No one fathomed that ISIS would transform into a terrorist organization that now generates more than $2 million in funds every day. The point is, it is inevitable that the world as we know it will change. And, as humans of this planet, we are mere witnesses of such changes.

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Ingredient Branding: An Automotive Essential
August 11, 2016


LEED (Leadership in Energy and Environmental Design) certification has changed the way we see buildings. Any building, from private homes to corporate headquarters, without LEED’s stamp of approval is a public sign that it is not resource efficient. Originally considered the benchmark in green building, LEED has since trickled into the automotive industry. Cars can now be LEED-qualified if they are fuel efficient or low emitting. Consumers overwhelmed by a dealership’s sea of cars can look for a LEED symbol on the car’s exterior to help make their final purchase decision.

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Paving the Road with Good Intentions
August 3, 2016


The Roaring Twenties were an iconic time in American history. A time of economic and social change, they quite literally paved the way for the age of the automobile. Between the Federal Road Act of 1916 and the Federal Highway Act of 1921, opportunities abounded for cities to embrace the change and grow alongside the booming auto industry. One city in particular did just that: Los Angeles set out to brand itself as the city of the automobile.

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Sharing Interests, Not Rides
July 27, 2016


In the future, cars won't just be a way to get from A-to-B, they'll be social hubs.

Services like Lyft Line and UberPool have taken off in recent years because there's demand for less expensive rideshares. People appreciate the convenience of getting picked up at their front door and dropped off at their destination.

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Sharing is Caring
July 15, 2016


See that girl up there? Let’s call her Jackie. Today’s her sweet-sixteen, and she’s at her local dealership with her parents, eager to pick out her very first car. Fast forward a few hours, and Jackie’s driving off into the sunset in a new convertible, top down, music blaring – the iconic American representation of freedom and one that car brands lean into heavily.

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Battling for the Back Seat
July 7, 2016


Since their inception, car interiors have been cluttered with pedals, knobs, and forward-facing seats. With little legroom and lots of passengers, backseats can be especially cramped. The rise of autonomous vehicles, though, can fundamentally transform these cabins into ideal places to work, rest, or engage in activities previously thought unimaginable. Although once considered solely a mode of transportation, vehicles may soon offer revamped spaces, limitless interior options, and radical branding and co-branding opportunities.

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The Road Ahead
June 22, 2016


he automotive industry has seen momentous, impactful changes over the years -- power steering, air bags, antilock brakes -- but nothing that has quite reframed mobility in the way that today’s developing technologies will. As the prescient futurist and science fiction writer J.G. Ballard said more than 40 years ago, “The car, as we know it, is on its way out.”

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The 50 Most Influential Gadgets of All Time
June 1, 2016


As new technologies fundamentally change the way we live – from autonomous vehicles to surgical robotics – it’s good to look back at how far we’ve come. That was precisely the point of Time Magazine’s recent retrospective on “The 50 Most Influential Gadgets of All Time.” As a branding company, we thought such impactful inventions would likely have compelling names. After all, life-changing, culture-shifting concepts spring from fresh thinking, and it’s helpful for consumers to see that impressive thinking reflected in a product’s identity in the marketplace.

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eBay Enterprise Becomes Radial with Lexicon's Help
April 22, 2016


While the impetus behind a corporate rebrand may vary – a merger, an acquisition, a board-ordered mandate – the opportunity is singular: create a new, differentiated, and meaningful identity in the marketplace that signals a confident path forward. When we helped ING Direct rebrand to Tangerine, the goal was to communicate an innovative and fresh approach to banking. And when Brown Shoe Co. wanted to signal to consumers that they were committed to being a fashion brand of the future, we helped them arrive at Caleres, an elegant and expansive concept relative to the old moniker

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Uncanny Similarity
March 4, 2016


Life imitates art. It is a foregone conclusion for futurologists that much of the technology that lies ahead will have been somehow imagined in the past. Yes, futurology – it's an actual thing. Igor Sikorsky, inventor of the helicopter, was inspired by Jules Verne’s 1886 sci-fi novel, Clipper of the Clouds. The Smithsonian catalogs ten inventions inspired by science fiction, including the rocket, the submarine, and the cell phone. Much of the technology we live with today had once been just a dream in the mind of novelists and stargazers.

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Amazon vs. Netflix: How Names Can Affect Brand Evolution
February 8, 2016


It's old news that Americans are cutting the cord. How we consume media – all forms – is evolving at an increasing clip. Those with innovative business models can keep up (or join in), while those stuck in their old ways are doomed to fail. At first blush, a brand name may seem secondary to business strategy when it comes to staying ahead of the game, but it often plays a hefty role. This is more obvious in some cases than others: while P&G's Swiffer has evolved into an entire line of easy-to-use cleaning supplies, its one-time competitor ReadyMop has a brand name that prevents it from being anything other than a mop that's ready.
 

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Burning Candy
February 20, 2014


A little over a month ago, the Skittles hit the fan when the Internet discovered that King.com Limited had trademarked the word CANDY. Reaction ranged from “all other games with candy in their titles were in trouble” to “no one on Earth could ever utter the word candy again.” This action was to protect the game developer’s white-hot title Candy Crush Saga, a game downloaded by more than 500 million people since its release in 2012.

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English Plus
September 9, 2013


Have you noticed how English changes as it moves around the world? Half a century ago, Yves Saint Laurent introduced le smoking in France. Whatever its effects on the fashion world, it raised some linguistic hackles among French who deemed it an unwelcome intrusion from English.

Meanwhile, English speakers must have wondered what gave the French the right to assign a new meaning to a perfectly ordinary English word.

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Web of Intrigue: Online Shopping Meets Storytelling
April 22, 2013


When companies name an online enterprise, the right name can transcend the notion of a mere store and describe an entire shopping experience. This is the kind of thinking that wins over consumers while giving a competitive advantage in the overall landscape of business. Amazon is a sterling example of this. Although books were the first products associated with Amazon, the name has come to describe a full platform based around shopping and variety.

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