The marketing sector is in a state of major disruption with the rise of mobile, digital, social and big data technologies. With this major transformation, including the evolving role of traditional branding, collaboration between brand marketing, product development, customer experience and design is more important than ever before.
BlackBerry has just announced its newest device, the SecuTABLET. Here, at Lexicon Branding, Inc., we were pleased to help develop the name BlackBerry over a decade ago. Now, years later, we wonder how we would have directed the naming of BlackBerry’s new tablet. Would we have advised BlackBerry to adopt the name SecuTABLET?
The tech world is known for its bizarre naming trends — as affordable URLs and untrademarked names have dwindled in supply, dropped vowels (Tumblr), odd suffixes (Storify) and bizarre compound words (Pinterest) have proliferated.
Zen, meanwhile, manages to communicate a lot with just three letters.
“It’s just a beautiful, small word,” said David Placek, founder of the naming company Lexicon Branding. “It has great structure, it’s easy to pronounce and it easily communicates a great metaphor, especially when you’re talking about companies that do things like payroll or accounting.”
BRAND names don’t just happen to exist. Someone has to find the perfect name to fit the product and distinguish it from its competitors. In many cases, that person is David Placek, the president and founder of Lexicon Branding.
David Placek knew something was off when he met with Microsoft to figure out a brand name for its latest product. Cloud Link? Cloud Pro? None of the names sounded right. The product was a cloud platform, sure, but it did little to spark his imagination. Besides, everyone was already talking about the cloud. He eventually sold Microsoft on naming its product Azure, a brighter name for a platform that promises to help people get working in the cloud quickly. Inc.'s Jill Krasny asked Lexicon's president what makes a company name flop.
A few years later, David Placek, Lexicon’s founder, asked Leben what he thought of a name they had conjured, Triples, for a new cereal from General Mills that contained three different grains. “It sounds like something that’s light and crunchy,” Leben recalls telling them. He says their jaws dropped. Could the sound of a word say as much as its content?