Lexicon Discovery: Why Conduct Name Research?

Because the right research not only identifies which names have the greatest potential, it goes further to help you direct copy and design.

Creativity is only half the battle in determining your winning brand name. There are trademark issues to deal with, of course. Then there is the challenge of selecting the strongest name from your list.

The traps in typical name research are legion. For example, whether or not you (or your customers) happen to like a name can often distract from identifying its strongest qualities. Likewise, whether or not a name is a great fit-to-concept can also lead down the path to mediocrity.

Lexicon Discovery is atypical name research. Finding out how and why people react to a name across varying circumstances is critical to understanding how that name will support—or, potentially, oppose—your development of a cohesive brand story.

Born of Lexicon’s approach to creativity, a Discovery Study digs deep to compare the potential of names using a set of linguistically-based principles. Whether in a qualitative or quantitative setting, the Discovery Process provides insight into the functional and emotional assets, potential liabilities, and core persistent values each name can deliver to your brand. That’s how we identified that Dasani® had the potential to become a great name for bottled water, Swiffer® a breakthrough name in cleaning products, and Pentium® a category changing name among microprocessors.

Whether you’ve engaged Lexicon to create names for you, or you’ve generated your candidate list by other means, Lexicon Discovery will help pinpoint the winning name. Call or This email address is being protected from spambots. You need JavaScript enabled to view it. us for more information or a proposal for your project.

The Coca-Cola Company, Colgate-Palmolive, Disney-ABC, General Motors, The Home Depot, Intel, Microsoft, Subaru, Toyota, and Procter & Gamble are all Lexicon Discovery clients.

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