What We Do
Naming
The most effective ad a company will ever run is its name. It runs every day, in every language, in every market, for the life of the company. Nothing else in marketing has that kind of repetition or leverage.
A Scientific Approach to Brand Name Development
Anyone can claim to have a creative team.
We have reframed brand names from tactical to strategic assets by investing in an “engineering layer” of proprietary software, linguistic and cognitive science insights, and proprietary consumer research methods that support and strengthen our creative development process.
That engineering layer now has a name: Predict™. Built on the data and experience that has produced more billion-dollar brand names than any other agency in the world, Predict™ brings scientific rigor and objectivity to a process that is otherwise very subjective.
In a world where AI generates 10,000 name candidates for every brief, the question is no longer “can we come up with a name?” Instead, it’s “can we tell, with confidence, which name will work?” That’s the bottleneck. We call it decision-grade analytics. And it’s the category we’re defining: Naming Intelligence.
How Predict™ Works
Predict™ measures names across the same dimensions the brain uses to process language.
- Structural architecture: how the name is built.
- Phonetic signaling: what the name feels like before it’s understood.
- Cognitive processing: how easily the name lands and stays.
- Competitive proximity: where the name lives in its real market. We weigh all four against forty years of data on what works.
A Fully Integrated Naming Solution
We provide a fully integrated solution for naming and brand architecture programs – combining our creative teams with our engineering layer, our trademark team, and worldwide network of linguists – in order to bring certainty to the process.
The Human Leap
The leap to a category-defining name remains human. Pentium, Antigravity, Swiffer, Sonos, Impossible — none of those came from a model. What’s changed is what surrounds the leap. Every recommendation arrives with evidence.
Most companies underinvest in naming. In an AI-abundant world, that choice will cost them more often, more visibly, and more expensively. That’s why Predict™ is now built into every Lexicon naming engagement.
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.
For more on our philosophy and approach, watch our latest episode on Lenny’s Podcast.
The names you know best began right here.
From Startup to a Market Cap of $4.4 billion
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