How to Pick the Perfect Brand Name

By Chip Heath & Dan Heath, Fast Company

No one in the naming world has generated more envy than a boutique firm called Lexicon. You may not recognize the name. But Lexicon has created 15 billion-dollar brand names, including BlackBerry, Dasani, Febreze, OnStar, Pentium, Scion, and Swiffer.

Lexicon’s steady success shows that great names do not come from lightning-bolt moments. (Nobody gets struck 15 times.) Rather, Lexicon’s magic is its creative process.

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