The 2015 Geneva Motor Show is under way and motor enthusiasts are already feasting on stunning designs, luxurious interiors, and unprecedented engine power. Almost as bold, inventive, and aggressive as the cars are the names. There to ride front seat with these new concepts is David Placek, President and Founder of Lexicon Branding, the naming agency behind Subaru’s Outback and Forester, Nissan’s Rogue, Honda’s Ridgeline, Toyota’s Scion, Mercedes-Benz’s Metris, and GM’s OnStar.
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.
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?
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.”
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.
What happens when an extremist group known for committing brutal acts of violence uses the same name as your company? According to David Placek, the founder of Lexicon Branding, “You make the tough decision to rebrand and move forward.”
Pandas, penguins and hummingbirds typically evoke warm, feel – good thoughts. That is unless your company misses out on valuable web traffic after changes to search engine algorithms impact where your company ranks on search engine results pages – or if it shows up at all. Lexicon president David Placek talks about creating a distinctive and memorable strategic marketing tool: your brand name.