Swiffer. Blackberry. Dasani. Meet the man who named your favorite products
September 6, 2019

Lexicon’s President and Founder, David Placek discusses the strategic value of a good brand name and the stories behind some of our billion-dollar brands with Parija Kavilanz of CNN Business.

“The market is so cluttered with new products that we're always so distracted as consumers. So memorability [in a name] is very important."