Articles Tagged ‘brand names - Lexicon Branding’

Nvidia’s Shield Tablet and wireless controller makes a play for gamers

Nvidia’s Shield brand just grew by one, with the introduction of the Shield Tablet, which the company dubbed “the ultimate tablet for gamers.” The Shield brand was created in partnership with Lexicon, proving that the combination of strategy, creativity and collaborations always works. Features include the ability to stream games from your PC to your Shield Tablet anywhere in your home, using the same GameStream technology that the original Shield used.

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.

Mercedes-Benz Metris van targets fleet buyers

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.

Nokia's return to hardware begins with the $250 N1 Android tablet

Rumors of Nokia's demise have been greatly exaggerated. Its lineup might seem empty now that it's relinquished control of its Lumia smartphones to a lumbering giant and gave up on those low-cost Asha devices earlier this year, but that doesn't mean the company's done crafting consumer gadgets just yet. Now Nokia's trying to revive its once-titanic consumer brand, starting with something a little... unorthodox. Meet the Nokia N1. Named by Lexicon Branding, its a 7.9-inch Android tablet running some Nokia software that looks like a giant iPhone.

Once-Radical RelayRides Adapts to a World That Digs Sharing

WHEN SHELBY CLARK launched RelayRides five years ago, the sharing economy barely existed. Lyft and UberX were still two years away, and Airbnb was a 15-person startup being run out of Brian Chesky and Joe Gebbia’s apartment. Clark’s idea—that people would willingly give their car keys to complete strangers—was still a pretty bonkers notion. So most of the company’s branding focused on this innovative new concept. The name and original logo, a steering wheel composed of self-reinforcing arrows, underscored the idea that regular people could rent cars to and from one another, rather than grabbing a white Impala from some polo-shirt-wearing counter jockey.

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.