What We Do
Lexicon’s proprietary consumer research methodology is designed to help you select the optimal name for your brand or product.
Evaluating the Potential of a Word to Serve As Your Company’s Next Brand Name Isn’t Easy
Traditional naming research tests for “fit to concept”—in other words, popularity. Unfortunately, this type of research doesn’t actually determine how effective a particular name will be in the market. The safest, most comfortable names will always win in fit-to-concept research. But we know that “safe” names don’t work. Breakthrough names require risk.
Our consumer research gives you the quantitative data needed to develop a category-changing brand name.
Our unique methodology, developed over four decades, assesses each name across 3 characteristics defined by us: intrinsic values, expansiveness, and believability.
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.
Quantified Insights For Your New Brand Name
Our strategic research methods are quantitative and monadic in nature, culminating in an in-depth report within a 3 week timeline. All of these major brands have used our research: Microsoft, Toyota, Facebook, P&G, Intel, and Amazon, as well as high-growth startups.