Notebook computers had been impractical: they were cumbersome, heavy and lacked the processing power of a desktop. But Apple had developed a solution. They asked us for a name that would leave the baggage associated with notebooks behind and still be believable.


With PowerBook, Lexicon made a promise Apple could deliver on. Two common words were welded to create a powerful marketing tool: PowerBook – a groundbreaking notebook that was smaller and lighter without sacrificing processing power. The first series was hugely successful, capturing 40% of all laptop sales. First year sales exceeded $1 billion, and in 2001 PowerBook earned a “Gold’ designation from the international Design Excellence Awards.

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