Notebook computers had been impractical: they were cumbersome, heavy, and lacked the processing power of a desktop. But Apple had developed a solution. They asked us for a name that would leave the baggage associated with notebooks behind and still be believable.
With PowerBook, Lexicon made a promise Apple could deliver on. Two common words were welded to create a powerful marketing tool: PowerBook – a groundbreaking notebook that was smaller and lighter without sacrificing processing power. The first series was hugely successful, capturing 40% of all laptop sales. First year sales exceeded $1 billion, and in 2001 PowerBook earned a "Gold" designation from the International Design Excellence Awards.
Lexicon has named some of the most powerful brands of the digital revolution. Some of our first clients were Apple, Microsoft, and Intel, and today almost all our clients leverage technology in one way or another in the products they bring to market. We provide the help needed to create distinctive brands that stand out and compete on a global scale – and that can clear the rising global trademark hurdle.
Some Technology Brands We've Named: