Procter & Gamble wanted to create a new product line by introducing a new concept to cleaning: fun.


Don’t spend all your creative energy on meaning. Sound and letter structure are equally important, especially in the global marketplace. Swiffer is a great example of a solution that is at once new to the world and yet still familiar, something that is both interesting and memorable. P&G’s president, Durk Jager, immediately saw the idea of “swiftly and effortlessly sweeping and swiping.”

The naming firm, Lexicon, created the name Swiffer, which beautifully evokes the speed and ease of using the product, providing a brilliant shortcut to the brand promise. Lexicon can certainly say that they invented the Swiffer, because without its name it would not be the same product.

Harry West, Professor
Columbia University

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