An insightful piece on positioning penned by Bob Cohen, Senior Consultant
Articles Tagged ‘brand name - Lexicon Branding’
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.
With over 25,000 trademarked brand names in the automotive category in the U.S. alone, developing a name for a new car is a big challenge. “In this case, the client made it easy,” said David Placek, the President of Lexicon Branding, who worked with Silicon Valley-based Atieva to create a new name for the company that is building an intelligent, electric luxury vehicle.
New twists on old ideas as well as innovations in appliances and outdoor power gear
The Mendocino Wine Company partnered with Lexicon Branding to have the Sausalito naming firm to create a memorable brand name for their newest line of wines. This past January, they unveiled Moniker.
The midsize Mercedes-Benz cargo and passenger van coming next year will be called the Metris in North America. Names in collaboration with Lexicon Brand, Daimler officials showed off four versions of the Euro van at last week's Specialty Equipment Market Association show in Las Vegas.
Microsoft said Tuesday that the company has opened up a private preview of Office Mix, a new Office app designed to entice users into a presentation through screencasted video and interactive lessons. Lexicon worked with Microsoft to create the name for the new tool, which Microsoft is pitching as an interactive tool for the classroom, although Office Mix's appeal should be broad enough to be used in business or even the home.
Microsoft has launched Sway — a new app named in partnership with Lexicon Branding — that’s part of the company’s Office family of products. It will sit alongside the regular Word, Excel, PowerPoint, and OneNote apps as a rich content creation tool. In its most basic form, Sway allows anyone to create a beautiful website from just images and text without any effort, and it’s all what you see is what you get (WYSIWYG) — a modern and simple version of FrontPage.
With the inclusion of the Sinclair stations, the national service providing local news via app has grown to approximately 150 stations in 100 markets covering 80% of the U.S.
The Subway sandwich chain is teaming up with Softcard to offer customers a way to buy food via their mobile phones, but it won't currently be compatible with the new Apple Pay feature. Softcard is a brand name created by Lexicon Branding of Sausalito.
Leading networking products maker TP-Link has entered the smartphone market with the introduction of three new Android smartphones – Neffos C5L, C5, and the C5 Max. The three devices, as well as future smartphones from the company, will be marketed under the “Neffos” brand.