Success Metrics was a global leader in cloud-based business intelligence and analytics platforms, a partner of Amazon, Salesforce, Marketo, SAP, and Microsoft, among others. They asked Lexicon for a new, less generic name that would distinguish them from the clutter around metrics and analytics providers.
Energize the experience. For a cloud-based platform, we arrived first at Cloudburst. Our global linguistics team suggested we simplify this clunky English word to just burst. Then, drawing on our years of proprietary research on sound symbolism, we knew that consumers perceive the vowel ‘i’ to be faster and lighter than ‘u’. Thus, Birst was born.
Lexicon’s experience in corporate brand name development spans projects across the globe. These projects are in some ways our most challenging because of the long-term strategic value that accrues to an effective corporate name over time. A company’s name is not its whole story, but it sets up the story, and nothing will be used longer or more often.
Some Corporate Brands We've Named: