The dark art of choosing a company name

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Choosing a name for a new business is perhaps the first big decision that the founder has to make. How vital is it to pick a good one?, BBC Business News reporter Kabir Chibber spoke to Lexicon president David Placek about the opportunities and challenges that come with creating and choosing the "right" company name.

The art – and science – of creating a brand name

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Anyone who has spent time poring over a book of baby names or wrestling with the legacy of great-grandma Bertha knows that coming up with a name is no trivial matter. And when it comes to the multimillion-dollar baby that is a major brand, the pressure is on. That is why nervous corporate parents come to David Placek’s door. Over the past 30 years, the founder of Sausalito, Calif.-based Lexicon Branding Inc. has focused solely on giving brands their names.

Lexicon Creates New Management Position

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Lexicon Branding has created a new management position and brought in Sandy Strawbridge to assist the company in better serving our clients’ needs by overseeing our research department. At the same time, Ms. Strawbridge will be helping to streamline the company’s deliverables in all aspects of our branding business.

Lexicon Expands to Meet Client Needs

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Lexicon Branding recently expanded our roster of associates, adding four new members to our staff in various positions, each with unique capabilities. Meet Nick Gaylord, Joyce Lee, Michael Quinn, and Lauren Simpson.

Let's Try Giving 'Net Neutrality' a Less Boring Name

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Network neutrality is a very important issue that suffers from terrible branding. “It’s one of those names that kind of glides by you, it doesn’t generate a lot of interest,” says David Placek, founder of Lexicon Branding. “I would really consider thinking about a new phrase.” But what?

Scotiabank Rebrands ING Direct as Tangerine

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Bank of Nova Scotia  which bought ING Groep NV (INGA)’s Canadian online bank last year, partnered with coporate naming expert Lexicon Branding and John St Advertising in renaming the business Tangerine, a move that sheds the last vestiges of its former owner.  “Tangerine really captures the essence of what we wanted to do,” Peter Aceto, chief executive officer of Scotiabank’s ING Direct unit, said today. The rebranding, which includes the word Tangerine in orange punctuated by an arrowhead, will be rolled out in four to five months.

Changing car names: Smudging the past, blurring the future?

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Car names aren't just clever or memorable. They're a critical piece of multi-million-dollar marketing strategies meant to influence the way you think about a car before you've ever driven it.  When a name isn't resurrected or simply carried over, it can turn into an onomastic quest for the holy grail. Sometimes millions of dollars are spent, and dozens of names are generated, in the pursuit of one good one--a simple, non-copyrighted, inoffensive, catchy, short, numerologically favorable, pleasant-sounding noun or alphanumeric combination. Fox News asked Lexicon president David Placek for his take on the endeavor.