Founded Lexicon Branding in 1982
Creative leadership on over 3,800 projects
"Nothing will be used more often or for a longer period of time than your brand name."
David is responsible for driving Lexicon’s strategic and creative vision. Under his leadership, Lexicon has continued to focus on the development of brand names and brand architectures that make significant contributions to the sales and marketing goals of our clients. For over 30 years, David has been the author of an unconventional approach to creativity, using small teams, linguists, and computer modeling to create new ideas. His approach has led to the development of such category-changing names as Sonos, Pentium, Swiffer, and BlackBerry. Because of these global brands, Lexicon has been described as one of the most influential brand-development firms in the world. According to David, traditional views on naming are wrong. The purpose of a name is not to “capture the product’s positioning” or “tell a story in one word.” The purpose of a name is twofold: first, give the new idea power, and second, begin the process of helping people think differently about products in a category.