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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When the Language is the Message: Premium Skin Care Products in the Brazilian Market
July 13, 2016


People often fall into the trap of thinking that a message's utility is a simple function of its contents. However, in his now famous aphorism, Marshall McLuhan first asserted that the medium is the message. In other words, the mode of expression used to transmit an idea is a contextual lens through which we interpret and understand the idea, thus influencing our perception. This holds true for the brand naming work we do here at Lexicon Branding, and is key in reaching the most strategic and efficient linguistic form for a given project. This point becomes especially important for products competing in today's global economy.

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The ABCs of Media
June 10, 2016


Intent on upending the notion that their offerings were strictly family-friendly fare, ABC approached Lexicon to establish a new identity for their network – one that better reflected its fluid audience. The jump from such a descriptive name to a much more imaginative moniker – Freeform – certainly opened the door for the brand to stand for so much more. But it also represents a larger shift in the branding of new media; we are now in an era of entertainment where disruptive freshmen like Netflix and Amazon, which have a keen sense of brand, are seriously repositioning the incumbents.

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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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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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Myths of Branding Pt. 2: Coined Names Aren't Worth the Investment
August 18, 2015


Over the last 30 years, we’ve developed brand names that innovate and inspire for products ranging from cars to corporations. For the next two months, we’ll be releasing weekly posts dealing with branding myths we’ve frequently heard, in an effort to debunk and demystify much of the mystery that surrounds both the process and the strategies of branding.Myth # 2: Coined names aren’t worth the investment it takes to build them into brands. Descriptive names are cheaper and more effective.

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Give Them Something To Talk About
July 28, 2015


Imagine yourself at a cocktail party: the hum of music, the din of conversation, and the smell of high-end fragrances. As you swill your drink, a partygoer approaches you, exchanges pleasantries, and asks, “What are you doing RIGHT now, in this moment?” Later in the evening, another attendee strolls up, goes through the same acceptable small talk, and then puts to you, “What do you want to be doing in ten years, perhaps fifteen?” Which inquiry do you think would yield a richer, more interesting back-and-forth?

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The Service That Launched a Thousand Shyps: The Sharing Economy Is Now Sharing Brand Names
July 8, 2015


About to head to your boozy adult softball league but can’t find your equipment? Dial up Mytt, and a sports specialist in a Prius will deliver a glove. Need your cat groomed, but feeling pressed for time? The feline aficionados at Furree will be at a location of your choosing within 30 minutes with all the equipment necessary to make your kitty pretty. Do these businesses ring of absurdity? Yes, and as they should, because we just made them up. But, you believed them. For which we have Uber to thank. Along with spawning a litany of derivative businesses, Uber has spawned a litany of derivative brand names – a veritable sea of the same, playing similar games.

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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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Forever Socks
July 2, 2012


How brand names are not at all but almost exactly like a pair of socks

The joke about things being analogous to socks is that “you change them every day.” Brand names should not be seen that way at all, of course. When you settle on a trademark — after having gone through all the convolutions to create it, research it, register it, and then promote it — the last thing you want to do is change it.

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Understanding The "X" Factor
September 26, 2011


Not long ago Brand X was just a way to dismiss a brand as generic. (Or to diss competitors by not acknowledging them by name in commercials.) Then suddenly X acquired panache and power, as in Microsoft’s Xbox, Nissan’s XTerra, and The X Games from ESPN. What happened? The reasons go back to developments in the culture at large. Since the 17th century, x has served as an algebraic variable along with y and z, all chosen for their out-of-the-way position at the end of the alphabet.

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How Far Will Your Brand Stretch?
July 14, 2011


Four simple rules to make sure your trademark is limber enough to play in the big leagues. Clients looking for a new brand name often warn that it must be easy to spell (among a host of other concerns) when, in reality, that’s a consideration that can have little bearing on a brand’s ability to be embraced. Many brands these days are primarily encountered visually – be it on the web or through advertising – and when all a potential customer has to do is click a link to find out more, they don’t need to know how something is spelled. They just need to know how to get to the brand…wherever it may exist.

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Spelling Matters
March 22, 2011


Lexicon’s latest study reveals the effects of spelling on a brand name’s character

Does how you spell a word really matter? English is rife with spelling rules and idiosyncrasies – for example, there’s the old mnemonic “i before e, except after c.” But what about weird? And then there are the many ways that the string ough can be pronounced: cough, tough, though and through are the usual examples. It’s also the case that a single phonetic form can have a variety of spellings: take the first syllable in cyclone, cider, silo, and psychology.

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Getting the Name You Want: Dealing with Trademark Obstacles
February 17, 2011


I wish there were a marketplace for trademarks. There’s nothing more disheartening than spending time and money developing a short list of potential brand names for your latest entry into the marketplace, only to find the one that works the best, that hits your communication objectives, that everyone on your team is fired up about and ready to support…is unavailable due to a trademark conflict.

Unfortunately, it is all too familiar and likely to stay that way.

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How iPad is Naming the Game
January 20, 2011


Lots of pundits took their potshots at the iPad as it was first coming to market in early last year, with even video sketches on YouTube mocking the name as some kind of hightech version of a feminine hygiene product. Now, a year later, with Apple reportedly having sold 15 million of the devices, no one’s laughing — at either the product or the name. The high technology industry as a whole, instead, is realizing that Apple’s not just changing the game of what was perceived as pretty much a niche market, but they’re in the process of renaming the game.

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