Naming expert shares the process behind creating billion-dollar brand names like Azure, Vercel, Windsurf, Sonos, Blackberry, and Impossible Burger | David Placek (Lexicon Branding)

Overview

This episode dives into the art and science of brand naming with David Placek, founder of Lexicon Branding. Known for creating iconic names like Sonos, Azure, BlackBerry, and Impossible Burger, David shares his three-step naming process, the psychology behind great names, and actionable advice for founders and product teams. He also discusses why bold, polarizing names often win and how every letter of the alphabet carries unique psychological energy.

Notable Quotes

- If your team is comfortable with the name, chances are you don't have the name yet. – David Placek, on the importance of discomfort in finding bold names.

- You don’t want to make a statement; you want to start a story. – David Placek, on why names like Azure succeed.

- Humans only pay attention to what is new or different. – David Placek, on the psychology of distinctiveness in naming.

🎯 The Psychology of Naming

- David Placek emphasizes that a great name creates an emotional experience and stands out in the marketplace.

- Polarization within teams is a positive signal; tension often indicates a name with energy and potential.

- Humans gravitate toward what feels new and different, making bold names more memorable and impactful.

- Names like Sonos and Azure succeeded because they broke away from descriptive conventions, creating intrigue and differentiation.

🛠️ The Three-Step Naming Process

1. Identify: Understand the brand's current and future behavior, the competitive landscape, and the desired customer experience.

2. Invent: Use small, focused teams to generate thousands of ideas, leveraging linguistic insights like sound symbolism (e.g., V for vibrancy, B for reliability). Avoid large brainstorming sessions.

3. Implement: Help clients visualize the name in real-world contexts (e.g., ads, merchandise) and provide tools to win internal buy-in.

🌐 Naming in the AI Era

- AI companies often struggle with intangible concepts, making it crucial to create tangible, relatable names.

- Names like Windsurf (formerly Codium) succeed by evoking metaphors of flow and dynamism.

- Engineers often prefer sophisticated names, but David advises balancing technical appeal with consumer relatability.

- Domain names (.com) are less critical today; focus on the right name first, then adapt with prefixes or alternative domains like .ai.

💎 The Diamond Framework for Founders

- A simple exercise for startups:

- Draw a diamond with four points:

- Top: Define what winning means for your company.

- Right: Identify what you already have to win.

- Bottom: Determine what you need to win.

- Left: Clarify what you need to say to win.

- Use this framework to guide brainstorming and focus on creating an experience, not just a word.

- Generate 1,000+ ideas without over-evaluating; speculate on what each name could achieve.

🔤 The Power of Letters in Branding

- Each letter carries psychological energy:

- V is vibrant and alive (e.g., Vercel, Viagra).

- B conveys reliability (e.g., BlackBerry).

- Z is noisy and dynamic (e.g., Azure).

- Combining letters strategically can evoke desired emotions and associations, amplifying a name's impact.