How Car Companies Decide You’ll Ride a Mustang or Catch a Tiguan

By Stephen William, The New York Times

David Placek, Lexicon Branding’s president, talks about how to name cars in The New York Times. The Subaru Outback and Forester, Nissan Rogue, Mercedes Metris, Toyota Venza, and the new Lucid Motors are all products of Lexicon’s creative process.

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