Pfizer developed a powerful antibiotic used to treat bacterial infections. The scientific name –azithromycin – needed a consumer-friendly counterpart that was easy to pronounce but still sounded as effective.


Pulling out a part of the scientific name for the compound – zithro – supported a solution that was straightforward and effective. Adding –max as a suffix drove home just how powerful the antibiotic was in a way that consumers could understand and pronounce.

What Is The Value of a Lexicon Created Brand Name?

Truly effective names deliver fundamental value — they drive revenue. They give power and momentum to new ideas. Creating an effective name is not just a good thing, it is essential to success.

Here’s how we create them:

What We Do