Guest: David Placek - Founder of Lexicon Branding. David is a pioneer in the field of brand naming, having created iconic names like Powerbook, Pentium, Blackberry, and Swiffer. Key Takeaways: Distinctiveness Over Descriptiveness: A great name should stand out and create a unique experience, not just describe the product. This distinctiveness can provide a cumulative and asymmetric advantage in the market. Polarization Indicates Strength: If a name creates debate and polarization within a team, it often signals a strong and memorable choice. Creative Process: Use small, diverse teams to generate a wide range of ideas. Encourage creativity by assigning different contexts to the teams, which often leads to more innovative names. Linguistic Considerations: Each letter has a unique vibrance and experience it evokes. Understanding this can enhance the emotional impact of a name. Implementation and Storytelling: Support the chosen name with a strong narrative and visual prototypes to help stakeholders see its potential in the marketplace. Topics Covered: Importance of a great name, creative process for naming, role of linguistics in naming, challenges with AI product naming, tips for startups on naming.
“There is no power in comfort, not in the marketplace.”
“If your team is comfortable with the name, chances are you don't have the name yet.”
“You're not just looking for a word, you're looking for this experience.”
