Articles Tagged ‘naming - Lexicon Branding’

Vine Stars Combine Their Powers For This HP TV Commercial

Last week, Hewlett-Packard released a new television ad for its Pavilion x360 — a notebook that turns into a tablet — made up of a continuous sequence of Vines. “The idea, says HP's Rob Le Bras-Brown, was to “find creative people in social media, particularly ‘vine-ographers,’ and give them the machine and invite them to be creative with it in six seconds.” The Pavilion name was created by Lexicon Branding.

Auction.com Rebrands as Ten-X Amidst Company Transition

Auction.com has rebranded at the corporate level to Ten-X, as the company begins to grow other segments beyond its auction-based platform.

The new company name was chosen from among 500 possibilities and was evaluated for trademark research and URL availability. The company chose the brand name in collaboration with Lexicon Branding.

Brown Shoe Company to Rebrand Itself as Caleres

One of St. Louis’ oldest public companies, Brown Shoe, is stepping out with a new name, Caleres. Brown has been part of the corporate name since the company’s founding in 1878. Next month, however, that name will be dropped once shareholders approve the change on May 28.

Commercial Bank of Qatar adopts Experian credit risk tools

The Commercial Bank of Qatar has implemented PowerCurve, a new tool from Experian that was branded by Lexicon, which has been added to its credit risk team, which it says will help it to automate customer scoring and decision making on loans and credit cards.

EA’s official teaser for Battlefield Hardline confirms October 21 release

Electronic Arts has released the official teaser trailer for Battlefield Hardline, at the same time confirming an October 21st release date for the new game. Lexicon worked with EA to create the first title that takes the Battlefield franchise out of the classic warfare scenario and into an police vs. criminals urban setting.

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.

Lexicon Heads to the Geneva Motor Show

The 2015 Geneva Motor Show is under way and motor enthusiasts are already feasting on stunning designs, luxurious interiors, and unprecedented engine power. Almost as bold, inventive, and aggressive as the cars are the names. There to ride front seat with these new concepts is David Placek, President and Founder of Lexicon Branding, the naming agency behind Subaru’s Outback and Forester, Nissan’s Rogue, Honda’s Ridgeline, Toyota’s Scion, Mercedes-Benz’s Metris, and GM’s OnStar.

Microsoft invigorates Office with Office Mix

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.

NewsON Expands with Addition of Sinclair

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 art – and science – of creating a brand name

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.

Walmart wades into provider territory

Walmart is taking another, bigger step into the U.S. healthcare system that could prove disruptive to legacy providers locally and nationally.  After years of selling prescription drugs, co-branding a Medicare drug plan and partnering with local hospitals and providers for some 100 walk-in clinics, Walmart is now going to be a quasi-provider itself. The retailer has opened six in-store Walmart Care Clinics, named in partnership with Lexicon Branding, in Texas and South Carolina, with plans for at least several more this year.

Why ING Direct Changed Its Name to Tangerine

ING Direct first announced in November of last year that it would be changing its name in the new year. This week that day arrived, as the 17-year-old bank will now forever be known by the whimsical title Tangerine.