The formula of Lexicon, which invented the air-freshener brand Febreze, is evoking pleasant associations without describing what the product does. 'It’s about taking something that’s relevant and spinning it in an unexpected way,' Mr Placek says. 'Unpredictable words get more attention by consumers in the marketplace. They begin to tell a story and tell it faster.'

— London Times, June 2012

Consumer

  • Swiffer
    Procter & Gamble
  • Optic White
    Colgate
  • Blue Nile
    Internet Diamonds
  • Caleres
    Brown Shoe Co.
  • Febreze
    Procter & Gamble
  • ForceFlex
    The Clorox Co.
  • Impressa
    Kimberly-Clark
  • HDX
    The Home Depot
  • Nexcare
    3M
  • Push Positive
    Calvin Klein
  • Wisp
    Colgate
  • ThermaCare
    Pfizer
  • Scentiva
    The Clorox Co.
  • Kotex Sleek
    Kimberly-Clark
  • Fresh & Glow
    Colgate-Palmolive
  • Beyond
    Nestle Purina
  • Curve ID
    Levi Strauss
  • Torrent
    Kitchen Aid
  • Therative
    DermaCare
  • Dryel
    OneCare / The Clorox Co.
  • SoftSpring
    The Home Depot
  • Concept
    Calvin Klein
  • Purpose
    Nestle Purina
  • Cabrio
    Whirlpool
  • Visada
    California Naturel
  • Vault
    SC Johnson
  • Spa Radiant
    Colgate-Palmolive
  • Actegy
    High Tech Health
  • Bravos
    Whirlpool / Maytag
  • Velos
    Whirlpool
  • Stamp 10
    Liz Claiborne
  • Gentle Spring
    Sun Products
  • Epic
    Whirlpool / Maytag
  • Insight
    Adams Golf
  • Piperlime
    Gap Inc.
  • Taexx
    HomeTeam Pest Defense
  • ZipWik
    Abbott
  • Waypoint
    American Woodmark
  • Gladiator
    Whirlpool
  • Symphony
    Adams Golf
  • Walmart To Go
    Walmart
  • Cielo
    Whirlpool
  • Vecco
    SC Johnson
  • Asira
    Radisson Hotels
  • Weather Edge
    Eddie Bauer
  • Bundles
    Payless
  • DoorOne
    eBay
  • Polara
    Whirlpool
  • Comfortis
    Elanco
  • Ovation
    Adams Golf
  • Avagard
    3M
  • Catalyst
    Whirlpool
  • Very Clean
    ShiKai
  • Home Free
    Walmart
  • Slates
    Levi Strauss
  • Encounter
    Harman / JBL
  • Ensembles
    Colgate-Palmolive
  • Zeba
    Absorbent Technology