Naming used to be easy.
But a laundry list of competitive and digital pressures has made strategic brand name creation all the more important and almost impossible.
A new brand name must:
- Work across multiple media platforms and across the Internet
- Be easy to search—yet distinctive within the context of blogs, YouTube and Twitter environments
- Able to be registered in key countries
- Be able to travel around the world
By combining our experience across major consumer and technology categories and collaborating closely with our clients, Lexicon has developed a strategic brand naming process that works to meet the challenges of trademark development.
We offer all of the services that are needed to develop, evaluate and select a name with strategic impact. Our brand name development services include strategy and name development using small creative teams and linguists. We also have a trademark team, a research team and a GeoLinguistics™ team.
Most projects at Lexicon start off with free-associated Mind Maps—large diagrams of words that spread out like dendrites from a central concept. A map of hundreds of words, generated at the pace of a brainstorming session, can take less than ten minutes to produce and can resemble a Cy Twombly scribble painting. The maps help to stake out linguistic territory, and to bring forth the deeper associations that a particular product evokes—the words underneath the name.
— The New Yorker, October 2011