“Just how important is a name? My simple answer to this is, nothing will be used for a longer period of time or more often than a company’s name. It’s not just a creative exercise. It’s a strategic one.”
- David Placek, The Globe And Mail, May 2014
"Unpredictable imagination." Lexicon's most successful names — among them Pentium, for Intel; Swiffer, for Procter & Gamble; PowerBook, for Apple; Dasani, for Coca-Cola — have become immensely lucrative global brands, which collectively have brought in billions of dollars for their companies.