Coca-Cola, Intel, Abbott, P&G
Team member since 1988
Structural Linguistics, Sound Symbolism, R&D
"The limits of my language means the limits of my world."
— Ludwig Wittgenstein
Will is one of our company’s greatest assets. He was Professor of Linguistics at Stanford University for over 30 years, including four years as chair of the Linguistics Department, and still maintains an active research and teaching schedule. The author of half a dozen textbooks, he holds a Ph.D. in Linguistics from M.I.T. Over his years at Lexicon, Will has designed and overseen many of our current applications of linguistics to branding. He is the keeper of Lexicon’s linguistic databases, containing many tens of thousands of entries accumulated over the years that include words and word parts from the major world languages and data on how widely various word elements are recognized across different languages.