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LEXICON BRANDING
“The best business decision we made was hiring Lexicon Branding to help us with our brand mark. I worked directly with David, the legendary founder of Lexicon who is like the father of modern brand naming - he gave me two amazing pieces of advice - he said a great name is a ‘visual poem.’ THE VALUE OF CREATING A BRAND NAME The value of creating a brand name with Lexicon Branding. We all know examples of bad product names. And we also know iconic brand names like Apple, Google, Pentium and Sonos. HOW LEXICON APPLIES LINGUISTICS TO BRANDING AND NAMING Brand names represent “vessels” that our clients use to tell a story, connote a benefit, or even make a promise. To help us better understand how to create effective vessels, we turned to linguistics. TURO - FORMERLY RELAYRIDES IS A STARTUP NAME CREATED BY Turo (RelayRides) Problem. RelayRides started as a crowdsourced long-term alternative to Zipcar (think: the Airbnb of cars). The name confused customers, and the unwieldy compound did not travel well among non-English speakers.IMPOSSIBLE FOODS
Impossible Foods came to Lexicon for a new corporate name to support their bold mission to make the food system more sustainable. Lexicon created a name as bold as their mission. CONTACT LEADER IN BRAND NAMING, LEXICON Connect with the global leader in brand naming, Lexicon Branding, led by branding expert David Placek. Creators of Sonos, Swiffer andBlackBerry.
VISA RTX — LEXICON BRANDING RTX (Visa) Problem. Visa was creating the next generation of Real-Time Payments, making financial transactions faster and safer. They wanted a name to communicate this high-level of innovation, while remaining straightforward and easy to process. LEXICON BRANDING’S FOUNDER AND PRESIDENT DAVID PLACEK Brand naming expert David Placek of Lexicon Branding discusses building a billion-dollar brand and why brand names are strategic andmission critical.
BEARINGPOINT
BearingPoint: (KPMG) Problem. One of Europe’s largest management and technology consulting firms needed a new identity after spinning off from the parent company KPMG.OFF ROAD CAPITAL
A new kind of financial services company needed a brand name to convey the innovation of their platform. Lexicon created the corporate name Off Road Capital to support the investment platform.LEXICON BRANDING
“The best business decision we made was hiring Lexicon Branding to help us with our brand mark. I worked directly with David, the legendary founder of Lexicon who is like the father of modern brand naming - he gave me two amazing pieces of advice - he said a great name is a ‘visual poem.’ THE VALUE OF CREATING A BRAND NAME The value of creating a brand name with Lexicon Branding. We all know examples of bad product names. And we also know iconic brand names like Apple, Google, Pentium and Sonos. HOW LEXICON APPLIES LINGUISTICS TO BRANDING AND NAMING Brand names represent “vessels” that our clients use to tell a story, connote a benefit, or even make a promise. To help us better understand how to create effective vessels, we turned to linguistics. TURO - FORMERLY RELAYRIDES IS A STARTUP NAME CREATED BY Turo (RelayRides) Problem. RelayRides started as a crowdsourced long-term alternative to Zipcar (think: the Airbnb of cars). The name confused customers, and the unwieldy compound did not travel well among non-English speakers.IMPOSSIBLE FOODS
Impossible Foods came to Lexicon for a new corporate name to support their bold mission to make the food system more sustainable. Lexicon created a name as bold as their mission. CONTACT LEADER IN BRAND NAMING, LEXICON Connect with the global leader in brand naming, Lexicon Branding, led by branding expert David Placek. Creators of Sonos, Swiffer andBlackBerry.
VISA RTX — LEXICON BRANDING RTX (Visa) Problem. Visa was creating the next generation of Real-Time Payments, making financial transactions faster and safer. They wanted a name to communicate this high-level of innovation, while remaining straightforward and easy to process. LEXICON BRANDING’S FOUNDER AND PRESIDENT DAVID PLACEK Brand naming expert David Placek of Lexicon Branding discusses building a billion-dollar brand and why brand names are strategic andmission critical.
BEARINGPOINT
BearingPoint: (KPMG) Problem. One of Europe’s largest management and technology consulting firms needed a new identity after spinning off from the parent company KPMG.OFF ROAD CAPITAL
A new kind of financial services company needed a brand name to convey the innovation of their platform. Lexicon created the corporate name Off Road Capital to support the investment platform. BRAND NAMING SERVICES Lexicon Branding combines more than 35 years of unparalleled creativity with deep linguistics research to develop unforgettable brand names. Learn more. TOP BRAND NAMING AGENCY Sausalito-based Lexicon offers corporate rebranding and product naming. Lexicon Branding has named top brands such as Sonos, Swiffer, Dasani, and Outback. LEXICON’S BRANDING INSIGHTS AND BRAND NAMES IN THE MEDIA Lexicon Branding, a naming agency led by David Placek, offers thought leadership and branding expertise with industry outlets and newssources worldwide.
LEXICON’S TEAM BRINGS TOGETHER CREATIVE DEVELOPMENT Lexicon’s creative team develops brand names by leveraging expertise and deep investment in linguistics, cognitive science, consumer insights, and trademark. LINGUISTIC AND CULTURAL EVALUATIONS FOR BRAND NAMES Creative Development. On every project linguists are a part of the team that develops solutions, and our thirty years of linguistic research into sound symbolism and structure enables us to create names that reflect natural language patterns. Our most recent achievement is NeuroNaming, a set of neuroscience-guided analytics that we use to both develop and select the best solutions. HDX – A BRAND NAME DEVELOPED BY LEXICON BRANDING FOR THE Other than creating the name, Lexicon is in no way affiliated with HDX. If you have questions about HDX products or need assistance, please contact Home Depot customer service at: 1-800-466-3337. NAMING AND BRAND STRATEGIST Lexicon Branding develops category-defining names for the world’s biggest and most innovative brands. Swiffer, Sonos, Pentium, Dasani, and Impossible Foods are just a few of the hundreds of successful product and company names we have created over the past 37 years. BRAND NAMING FOR AUTOMOTIVE INDUSTRY Automotive Branding. The automotive category is inherently aspirational: cars are an expression of personal identity. We aim to match this personality to what consumers expect and desire from theirdriving experience.
LEXICON OFFERS INNOVATIVE APPROACHES TO BRAND NAMING Latest Work. Distinguishing between modern-day naming trends and real, innovative approaches to brand naming is extremely important to us. Our latest work represents the idea of establishing names that are made to last in today's environment. ZEVO – A BRAND NAME CREATED BY LEXICON BRANDING FOR P&G Zevo (P&G) Problem. Procter and Gamble was launching a new brand that enabled consumers to eliminate disease carrying insects without spraying insecticides into the air or on their bodies.LEXICON BRANDING
“The best business decision we made was hiring Lexicon Branding to help us with our brand mark. I worked directly with David, the legendary founder of Lexicon who is like the father of modern brand naming - he gave me two amazing pieces of advice - he said a great name is a ‘visual poem.’ LEXICON’S BRANDING INSIGHTS AND BRAND NAMES IN THE MEDIA Corteva Agriscience Winner of Manufacturing Leadership Award 2021. Mar 31, 2021. Mar 31, 2021. Feb 25, 2021. The Silicon Review "30 Fabulous Companies of the Year 2021" Selects Lexicon Branding. Feb 25, 2021. Feb 25, 2021. Jan 20, 2021. Congratulations HOW LEXICON APPLIES LINGUISTICS TO BRANDING AND NAMING Lexicon maintains one of the world’s leading databases on sound symbolism, which provides insight on the sound qualities evoked by every letter in the alphabet in multiple languages. We access 10,000+ morphemes (small, meaningful word units) for use in creative development. Proprietary tools precisely measure the effects of soundand spelling
THE VALUE OF CREATING A BRAND NAME The overall challenge of creating a new brand name is underestimated. In the survey Lexicon conducted, one CMO told us that, “naming used to be fun.”. Today, it is still one of the most creative and critical endeavors in branding, but it requires a fully integrated approach that involves strategy, a creative process , consumerinsights, an
IMPOSSIBLE FOODS
Impossible Foods came to Lexicon for a new corporate name to support their bold mission to make the food system more sustainable. Lexicon created a name as bold as their mission. TURO - FORMERLY RELAYRIDES IS A STARTUP NAME CREATED BY Turo (RelayRides) Problem. RelayRides started as a crowdsourced long-term alternative to Zipcar (think: the Airbnb of cars). The name confused customers, and the unwieldy compound did not travel well among non-English speakers. HDX – A BRAND NAME DEVELOPED BY LEXICON BRANDING FOR THE Other than creating the name, Lexicon is in no way affiliated with HDX. If you have questions about HDX products or need assistance, please contact Home Depot customer service at: 1-800-466-3337. Problem. Home Depot needed a name for its house-label products that would support the master brand and provide a seal of confidence andquality.
OFF ROAD CAPITAL
A new kind of financial services company needed a brand name to convey the innovation of their platform. Lexicon created the corporate name Off Road Capital to support the investment platform.BEARINGPOINT
Pairing the reliability of bearing with the analytic power of point delivered a winning solution. The resulting compound is both reliable and trustworthy, clearly communicating the company’s expertise in the industry. Today, BearingPoint is a global consulting network with more than 10,000 people supporting clients in more than 75 countries. TIMEFRAME – A BRAND NAME DEVELOPED BY LEXICON BRANDING FOR Timeframe (River Lane Vineyard) Problem. Breaking into the competitive wine industry is almost impossible. When the owners of River Lane Vineyard approached Lexicon, they wanted a wine label that was completely distinctive yet offered a link to the natural process of growing strong grapes.LEXICON BRANDING
“The best business decision we made was hiring Lexicon Branding to help us with our brand mark. I worked directly with David, the legendary founder of Lexicon who is like the father of modern brand naming - he gave me two amazing pieces of advice - he said a great name is a ‘visual poem.’ LEXICON’S BRANDING INSIGHTS AND BRAND NAMES IN THE MEDIA Corteva Agriscience Winner of Manufacturing Leadership Award 2021. Mar 31, 2021. Mar 31, 2021. Feb 25, 2021. The Silicon Review "30 Fabulous Companies of the Year 2021" Selects Lexicon Branding. Feb 25, 2021. Feb 25, 2021. Jan 20, 2021. Congratulations HOW LEXICON APPLIES LINGUISTICS TO BRANDING AND NAMING Lexicon maintains one of the world’s leading databases on sound symbolism, which provides insight on the sound qualities evoked by every letter in the alphabet in multiple languages. We access 10,000+ morphemes (small, meaningful word units) for use in creative development. Proprietary tools precisely measure the effects of soundand spelling
THE VALUE OF CREATING A BRAND NAME The overall challenge of creating a new brand name is underestimated. In the survey Lexicon conducted, one CMO told us that, “naming used to be fun.”. Today, it is still one of the most creative and critical endeavors in branding, but it requires a fully integrated approach that involves strategy, a creative process , consumerinsights, an
IMPOSSIBLE FOODS
Impossible Foods came to Lexicon for a new corporate name to support their bold mission to make the food system more sustainable. Lexicon created a name as bold as their mission. TURO - FORMERLY RELAYRIDES IS A STARTUP NAME CREATED BY Turo (RelayRides) Problem. RelayRides started as a crowdsourced long-term alternative to Zipcar (think: the Airbnb of cars). The name confused customers, and the unwieldy compound did not travel well among non-English speakers. HDX – A BRAND NAME DEVELOPED BY LEXICON BRANDING FOR THE Other than creating the name, Lexicon is in no way affiliated with HDX. If you have questions about HDX products or need assistance, please contact Home Depot customer service at: 1-800-466-3337. Problem. Home Depot needed a name for its house-label products that would support the master brand and provide a seal of confidence andquality.
OFF ROAD CAPITAL
A new kind of financial services company needed a brand name to convey the innovation of their platform. Lexicon created the corporate name Off Road Capital to support the investment platform.BEARINGPOINT
Pairing the reliability of bearing with the analytic power of point delivered a winning solution. The resulting compound is both reliable and trustworthy, clearly communicating the company’s expertise in the industry. Today, BearingPoint is a global consulting network with more than 10,000 people supporting clients in more than 75 countries. TIMEFRAME – A BRAND NAME DEVELOPED BY LEXICON BRANDING FOR Timeframe (River Lane Vineyard) Problem. Breaking into the competitive wine industry is almost impossible. When the owners of River Lane Vineyard approached Lexicon, they wanted a wine label that was completely distinctive yet offered a link to the natural process of growing strong grapes. LEXICON BRANDING OFFERS CREATIVE SOLUTIONS, PROVEN We exist to create original and effective branding solutions. Since 1982, Lexicon has focused on creating brand names that help companies establish new products and services efficiently and effectively. To achieve this, we develop names that are original, distinctive andnoteworthy.
HOW LEXICON APPLIES LINGUISTICS TO BRANDING AND NAMING Lexicon maintains one of the world’s leading databases on sound symbolism, which provides insight on the sound qualities evoked by every letter in the alphabet in multiple languages. We access 10,000+ morphemes (small, meaningful word units) for use in creative development. Proprietary tools precisely measure the effects of soundand spelling
BRAND NAMING SERVICES Brand Name Development. Naming is generally perceived as a creative exercise. It is, but it is a mistake to stop there. There is more to it. Compare naming to architecture. Certainly, architecture is a creative endeavor, but it also requires in-depth knowledge of the physical laws that affect the strength, security, and comfort of abuilding.
BRAND NAME TRADEMARK SCREENING In the USA alone, more than 100,000 new trademark applications are filed every quarter. To meet this challenge, Lexicon has built a trademark screening team that includes both paralegals and a trademark attorney. Before we begin a project, we meet with corporate counsel to develop a detailed search strategy that covers both the trademark TOP CONSUMER BRAND NAMING AGENCY LEXICON BRANDING “The best business decision we made was hiring Lexicon Branding to help us with our brand mark. I worked directly with David, the legendary founder of Lexicon who is like the father of modern brand naming - he gave me two amazing pieces of advice - he said a great name is a ‘visual poem.’ HDX – A BRAND NAME DEVELOPED BY LEXICON BRANDING FOR THE Other than creating the name, Lexicon is in no way affiliated with HDX. If you have questions about HDX products or need assistance, please contact Home Depot customer service at: 1-800-466-3337. Problem. Home Depot needed a name for its house-label products that would support the master brand and provide a seal of confidence andquality.
SONOS - A BRAND NAME DEVELOPED BY LEXICON, SAUSALITO-BASED With millions of trademarks around the world, it is nearly impossible to create a four- or five-letter word that’s available for trademark. But in our experience, it is almost always worth the effort. A seamless and compact palindrome. Sonos fully supports the concept of “an operating system for sound.”. Services. ZEVO – A BRAND NAME CREATED BY LEXICON BRANDING FOR P&G Zevo. (P&G) Problem. Procter and Gamble was launching a new brand that enabled consumers to eliminate disease carrying insects without spraying insecticides into the air or on their bodies. The smart trap product provided continuous protection and the name had to be in accordance with the brand equity of healthy, safe, and hygienicprotection
CYIENT – A CORPORATE NAME DEVELOPED BY LEXICON, LEADING Cyient, an entirely coined name, was broad enough to apply to any engineering application, yet distinctive enough to stand out as a top-tier outsourcing firm. Sound and spelling drive the name’s power: the incisive consonants combined with the unusual vowel sequence give the feeling of technological expertise. Services. CORITY – A CORPORATE BRAND NAME CREATED BY LEXICON Cority is a surprisingly familiar, entirely invented word. Taking advantage of the many positive associations around the word “core”, we elevated the meanings with the suffix “-ity” (used to form adjectives, like acuity or ingenuity). The result is a fast and memorable corporate name with a structure and sounds that travelwell across
LEXICON BRANDING
“The best business decision we made was hiring Lexicon Branding to help us with our brand mark. I worked directly with David, the legendary founder of Lexicon who is like the father of modern brand naming - he gave me two amazing pieces of advice - he said a great name is a ‘visual poem.’ LEXICON’S BRANDING INSIGHTS AND BRAND NAMES IN THE MEDIA Corteva Agriscience Winner of Manufacturing Leadership Award 2021. Mar 31, 2021. Mar 31, 2021. Feb 25, 2021. The Silicon Review "30 Fabulous Companies of the Year 2021" Selects Lexicon Branding. Feb 25, 2021. Feb 25, 2021. Jan 20, 2021. Congratulations BRAND NAMING SERVICES Brand Name Development. Naming is generally perceived as a creative exercise. It is, but it is a mistake to stop there. There is more to it. Compare naming to architecture. Certainly, architecture is a creative endeavor, but it also requires in-depth knowledge of the physical laws that affect the strength, security, and comfort of abuilding.
THE VALUE OF CREATING A BRAND NAME The overall challenge of creating a new brand name is underestimated. In the survey Lexicon conducted, one CMO told us that, “naming used to be fun.”. Today, it is still one of the most creative and critical endeavors in branding, but it requires a fully integrated approach that involves strategy, a creative process , consumerinsights, an
LEXICON’S TEAM BRINGS TOGETHER CREATIVE DEVELOPMENT Lexicon’s creative team develops brand names by leveraging expertise and deep investment in linguistics, cognitive science, consumer insights, and trademark. LEXICON BRANDING’S FOUNDER AND PRESIDENT DAVID PLACEK Lexicon Branding sets out to create highly memorable brand names that are unforgettable. This opens in a new window. Building a billion-dollar brand. A Lexicon Branding case study of Proctor & Gamble’s Swiffer. This opens in a new window. Our approach to trademark evaluation. VISA RTX — LEXICON BRANDING Lexicon recommended a short, powerful, global-ready acronym: RTX (Real Time Experience). Acronyms have proven effective in aspirational categories like automotive, and we leveraged this strategy for financial services. Lexicon’s linguistic research has shown that ‘x’ connotes excellence and a strong sense of innovation,positioning Visa
IMPOSSIBLE FOODS
Impossible Foods came to Lexicon for a new corporate name to support their bold mission to make the food system more sustainable. Lexicon created a name as bold as their mission.OFF ROAD CAPITAL
A new kind of financial services company needed a brand name to convey the innovation of their platform. Lexicon created the corporate name Off Road Capital to support the investment platform.BEARINGPOINT
Pairing the reliability of bearing with the analytic power of point delivered a winning solution. The resulting compound is both reliable and trustworthy, clearly communicating the company’s expertise in the industry. Today, BearingPoint is a global consulting network with more than 10,000 people supporting clients in more than 75 countries.LEXICON BRANDING
“The best business decision we made was hiring Lexicon Branding to help us with our brand mark. I worked directly with David, the legendary founder of Lexicon who is like the father of modern brand naming - he gave me two amazing pieces of advice - he said a great name is a ‘visual poem.’ LEXICON’S BRANDING INSIGHTS AND BRAND NAMES IN THE MEDIA Corteva Agriscience Winner of Manufacturing Leadership Award 2021. Mar 31, 2021. Mar 31, 2021. Feb 25, 2021. The Silicon Review "30 Fabulous Companies of the Year 2021" Selects Lexicon Branding. Feb 25, 2021. Feb 25, 2021. Jan 20, 2021. Congratulations BRAND NAMING SERVICES Brand Name Development. Naming is generally perceived as a creative exercise. It is, but it is a mistake to stop there. There is more to it. Compare naming to architecture. Certainly, architecture is a creative endeavor, but it also requires in-depth knowledge of the physical laws that affect the strength, security, and comfort of abuilding.
THE VALUE OF CREATING A BRAND NAME The overall challenge of creating a new brand name is underestimated. In the survey Lexicon conducted, one CMO told us that, “naming used to be fun.”. Today, it is still one of the most creative and critical endeavors in branding, but it requires a fully integrated approach that involves strategy, a creative process , consumerinsights, an
LEXICON’S TEAM BRINGS TOGETHER CREATIVE DEVELOPMENT Lexicon’s creative team develops brand names by leveraging expertise and deep investment in linguistics, cognitive science, consumer insights, and trademark. LEXICON BRANDING’S FOUNDER AND PRESIDENT DAVID PLACEK Lexicon Branding sets out to create highly memorable brand names that are unforgettable. This opens in a new window. Building a billion-dollar brand. A Lexicon Branding case study of Proctor & Gamble’s Swiffer. This opens in a new window. Our approach to trademark evaluation. VISA RTX — LEXICON BRANDING Lexicon recommended a short, powerful, global-ready acronym: RTX (Real Time Experience). Acronyms have proven effective in aspirational categories like automotive, and we leveraged this strategy for financial services. Lexicon’s linguistic research has shown that ‘x’ connotes excellence and a strong sense of innovation,positioning Visa
IMPOSSIBLE FOODS
Impossible Foods came to Lexicon for a new corporate name to support their bold mission to make the food system more sustainable. Lexicon created a name as bold as their mission.OFF ROAD CAPITAL
A new kind of financial services company needed a brand name to convey the innovation of their platform. Lexicon created the corporate name Off Road Capital to support the investment platform.BEARINGPOINT
Pairing the reliability of bearing with the analytic power of point delivered a winning solution. The resulting compound is both reliable and trustworthy, clearly communicating the company’s expertise in the industry. Today, BearingPoint is a global consulting network with more than 10,000 people supporting clients in more than 75 countries. LEXICON BRANDING OFFERS CREATIVE SOLUTIONS, PROVEN We exist to create original and effective branding solutions. Since 1982, Lexicon has focused on creating brand names that help companies establish new products and services efficiently and effectively. To achieve this, we develop names that are original, distinctive andnoteworthy.
BRAND NAME TRADEMARK SCREENING In the USA alone, more than 100,000 new trademark applications are filed every quarter. To meet this challenge, Lexicon has built a trademark screening team that includes both paralegals and a trademark attorney. Before we begin a project, we meet with corporate counsel to develop a detailed search strategy that covers both the trademarkBRAND NAME RESEARCH
Our approach is designed to select the optimal candidate because our research identifies the 3 dimensions of effective names: We identify the name’s intrinsic qualities – what is unique to this particular word, is the name likely to spark the imagination of your audience and finally and most important, is the name believable. Our programs LEXICON’S TEAM BRINGS TOGETHER CREATIVE DEVELOPMENT Lexicon’s creative team develops brand names by leveraging expertise and deep investment in linguistics, cognitive science, consumer insights, and trademark. LINGUISTIC AND CULTURAL EVALUATIONS FOR BRAND NAMES Creative Development. On every project linguists are a part of the team that develops solutions, and our thirty years of linguistic research into sound symbolism and structure enables us to create names that reflect natural language patterns. Our most recent achievement is NeuroNaming, a set of neuroscience-guided analytics that we use to both develop and select the best solutions. HOW LEXICON APPLIES LINGUISTICS TO BRANDING AND NAMING Lexicon maintains one of the world’s leading databases on sound symbolism, which provides insight on the sound qualities evoked by every letter in the alphabet in multiple languages. We access 10,000+ morphemes (small, meaningful word units) for use in creative development. Proprietary tools precisely measure the effects of soundand spelling
BRAND ARCHITECTURE DEVELOPMENT Brand architecture is a driver of growth with 6 key benefits: Provides clarity. Creates the platform for messaging and identity. Concentrates resources. Generates interest. Creates confidence that the brand offers what the customer desires. Provides a roadmap for future sub brands and descriptor development. LEXICON BRANDING’S FOUNDER AND PRESIDENT DAVID PLACEK Lexicon Branding sets out to create highly memorable brand names that are unforgettable. This opens in a new window. Building a billion-dollar brand. A Lexicon Branding case study of Proctor & Gamble’s Swiffer. This opens in a new window. Our approach to trademark evaluation. LEXICON OFFERS INNOVATIVE APPROACHES TO BRAND NAMING Latest Work. Distinguishing between modern-day naming trends and real, innovative approaches to brand naming is extremely important to us. Our latest work represents the idea of establishing names that are made to last in today's environment. PORTAL FROM FACEBOOK Portal (Facebook) Problem. Facebook's further expansion into hardware, a video-chat-forward smart home device, fit right into their mission "to give people the power toLEXICON BRANDING
“The best business decision we made was hiring Lexicon Branding to help us with our brand mark. I worked directly with David, the legendary founder of Lexicon who is like the father of modern brand naming - he gave me two amazing pieces of advice - he said a great name is a ‘visual poem.’ LEXICON’S BRANDING INSIGHTS AND BRAND NAMES IN THE MEDIA Corteva Agriscience Winner of Manufacturing Leadership Award 2021. Mar 31, 2021. Mar 31, 2021. Feb 25, 2021. The Silicon Review "30 Fabulous Companies of the Year 2021" Selects Lexicon Branding. Feb 25, 2021. Feb 25, 2021. Jan 20, 2021. Congratulations BRAND NAMING SERVICES Brand Name Development. Naming is generally perceived as a creative exercise. It is, but it is a mistake to stop there. There is more to it. Compare naming to architecture. Certainly, architecture is a creative endeavor, but it also requires in-depth knowledge of the physical laws that affect the strength, security, and comfort of abuilding.
THE VALUE OF CREATING A BRAND NAME The overall challenge of creating a new brand name is underestimated. In the survey Lexicon conducted, one CMO told us that, “naming used to be fun.”. Today, it is still one of the most creative and critical endeavors in branding, but it requires a fully integrated approach that involves strategy, a creative process , consumerinsights, an
LEXICON’S TEAM BRINGS TOGETHER CREATIVE DEVELOPMENT Lexicon’s creative team develops brand names by leveraging expertise and deep investment in linguistics, cognitive science, consumer insights, and trademark. LEXICON BRANDING’S FOUNDER AND PRESIDENT DAVID PLACEK Lexicon Branding sets out to create highly memorable brand names that are unforgettable. This opens in a new window. Building a billion-dollar brand. A Lexicon Branding case study of Proctor & Gamble’s Swiffer. This opens in a new window. Our approach to trademark evaluation. VISA RTX — LEXICON BRANDING Lexicon recommended a short, powerful, global-ready acronym: RTX (Real Time Experience). Acronyms have proven effective in aspirational categories like automotive, and we leveraged this strategy for financial services. Lexicon’s linguistic research has shown that ‘x’ connotes excellence and a strong sense of innovation,positioning Visa
IMPOSSIBLE FOODS
Impossible Foods came to Lexicon for a new corporate name to support their bold mission to make the food system more sustainable. Lexicon created a name as bold as their mission.OFF ROAD CAPITAL
A new kind of financial services company needed a brand name to convey the innovation of their platform. Lexicon created the corporate name Off Road Capital to support the investment platform.BEARINGPOINT
Pairing the reliability of bearing with the analytic power of point delivered a winning solution. The resulting compound is both reliable and trustworthy, clearly communicating the company’s expertise in the industry. Today, BearingPoint is a global consulting network with more than 10,000 people supporting clients in more than 75 countries.LEXICON BRANDING
“The best business decision we made was hiring Lexicon Branding to help us with our brand mark. I worked directly with David, the legendary founder of Lexicon who is like the father of modern brand naming - he gave me two amazing pieces of advice - he said a great name is a ‘visual poem.’ LEXICON’S BRANDING INSIGHTS AND BRAND NAMES IN THE MEDIA Corteva Agriscience Winner of Manufacturing Leadership Award 2021. Mar 31, 2021. Mar 31, 2021. Feb 25, 2021. The Silicon Review "30 Fabulous Companies of the Year 2021" Selects Lexicon Branding. Feb 25, 2021. Feb 25, 2021. Jan 20, 2021. Congratulations BRAND NAMING SERVICES Brand Name Development. Naming is generally perceived as a creative exercise. It is, but it is a mistake to stop there. There is more to it. Compare naming to architecture. Certainly, architecture is a creative endeavor, but it also requires in-depth knowledge of the physical laws that affect the strength, security, and comfort of abuilding.
THE VALUE OF CREATING A BRAND NAME The overall challenge of creating a new brand name is underestimated. In the survey Lexicon conducted, one CMO told us that, “naming used to be fun.”. Today, it is still one of the most creative and critical endeavors in branding, but it requires a fully integrated approach that involves strategy, a creative process , consumerinsights, an
LEXICON’S TEAM BRINGS TOGETHER CREATIVE DEVELOPMENT Lexicon’s creative team develops brand names by leveraging expertise and deep investment in linguistics, cognitive science, consumer insights, and trademark. LEXICON BRANDING’S FOUNDER AND PRESIDENT DAVID PLACEK Lexicon Branding sets out to create highly memorable brand names that are unforgettable. This opens in a new window. Building a billion-dollar brand. A Lexicon Branding case study of Proctor & Gamble’s Swiffer. This opens in a new window. Our approach to trademark evaluation. VISA RTX — LEXICON BRANDING Lexicon recommended a short, powerful, global-ready acronym: RTX (Real Time Experience). Acronyms have proven effective in aspirational categories like automotive, and we leveraged this strategy for financial services. Lexicon’s linguistic research has shown that ‘x’ connotes excellence and a strong sense of innovation,positioning Visa
IMPOSSIBLE FOODS
Impossible Foods came to Lexicon for a new corporate name to support their bold mission to make the food system more sustainable. Lexicon created a name as bold as their mission.OFF ROAD CAPITAL
A new kind of financial services company needed a brand name to convey the innovation of their platform. Lexicon created the corporate name Off Road Capital to support the investment platform.BEARINGPOINT
Pairing the reliability of bearing with the analytic power of point delivered a winning solution. The resulting compound is both reliable and trustworthy, clearly communicating the company’s expertise in the industry. Today, BearingPoint is a global consulting network with more than 10,000 people supporting clients in more than 75 countries. LEXICON BRANDING OFFERS CREATIVE SOLUTIONS, PROVEN We exist to create original and effective branding solutions. Since 1982, Lexicon has focused on creating brand names that help companies establish new products and services efficiently and effectively. To achieve this, we develop names that are original, distinctive andnoteworthy.
BRAND NAME TRADEMARK SCREENING In the USA alone, more than 100,000 new trademark applications are filed every quarter. To meet this challenge, Lexicon has built a trademark screening team that includes both paralegals and a trademark attorney. Before we begin a project, we meet with corporate counsel to develop a detailed search strategy that covers both the trademarkBRAND NAME RESEARCH
Our approach is designed to select the optimal candidate because our research identifies the 3 dimensions of effective names: We identify the name’s intrinsic qualities – what is unique to this particular word, is the name likely to spark the imagination of your audience and finally and most important, is the name believable. Our programs LEXICON’S TEAM BRINGS TOGETHER CREATIVE DEVELOPMENT Lexicon’s creative team develops brand names by leveraging expertise and deep investment in linguistics, cognitive science, consumer insights, and trademark. LINGUISTIC AND CULTURAL EVALUATIONS FOR BRAND NAMES Creative Development. On every project linguists are a part of the team that develops solutions, and our thirty years of linguistic research into sound symbolism and structure enables us to create names that reflect natural language patterns. Our most recent achievement is NeuroNaming, a set of neuroscience-guided analytics that we use to both develop and select the best solutions. HOW LEXICON APPLIES LINGUISTICS TO BRANDING AND NAMING Lexicon maintains one of the world’s leading databases on sound symbolism, which provides insight on the sound qualities evoked by every letter in the alphabet in multiple languages. We access 10,000+ morphemes (small, meaningful word units) for use in creative development. Proprietary tools precisely measure the effects of soundand spelling
BRAND ARCHITECTURE DEVELOPMENT Brand architecture is a driver of growth with 6 key benefits: Provides clarity. Creates the platform for messaging and identity. Concentrates resources. Generates interest. Creates confidence that the brand offers what the customer desires. Provides a roadmap for future sub brands and descriptor development. LEXICON BRANDING’S FOUNDER AND PRESIDENT DAVID PLACEK Lexicon Branding sets out to create highly memorable brand names that are unforgettable. This opens in a new window. Building a billion-dollar brand. A Lexicon Branding case study of Proctor & Gamble’s Swiffer. This opens in a new window. Our approach to trademark evaluation. LEXICON OFFERS INNOVATIVE APPROACHES TO BRAND NAMING Latest Work. Distinguishing between modern-day naming trends and real, innovative approaches to brand naming is extremely important to us. Our latest work represents the idea of establishing names that are made to last in today's environment. PORTAL FROM FACEBOOK Portal (Facebook) Problem. Facebook's further expansion into hardware, a video-chat-forward smart home device, fit right into their mission "to give people the power toNo results found.
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Back Our Approach Creative Linguistics Trademark WorldBrand Consumer Research Research in Asia Back About Lexicon Founders Comments The Lexicon Team News Portfolio Latest Work Technology Startups & Innovation Corporate Consumer Automotive Food & Beverage Entertainment Financial Health Why Lexicon Approach Our Approach Creative Linguistics Trademark WorldBrand Consumer Research Research in Asia The Firm About Lexicon Founders Comments The Lexicon Team News Insights Join The Team Contact WE CREATE BRAND NAMES. HAVING COMPLETED OVER 3,900 PROJECTS WITH CLIENTS IN 20 COUNTRIES, LEXICON HAS AN UNMATCHED REPUTATION FOR DEVELOPING BRAND NAMES THAT HELP OUR CLIENTS SHAPE THE FUTURE. > “No other agency has generated more envy than Lexicon.” — Fast Company Magazine > “Lexicon nailed it with great creativity allied to powerful > linguistic analytics, all underpinned by a structured approach. They > led us to a winning outcome for our company.” — Robert Woloschanowski, Circ VP of Design 2020 Lexicon Branding, Inc. By using this website, you agree to our use of cookies. We use cookies to provide you with a great experience and to help our website runeffectively.
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