How Iconic Brand Names Are Created

Strategy

July 1, 2025

David Placek reveals Lexicon's process for naming billion-dollar brands like Sonos and Azure.

Topics discussed in the episode:

What makes a great name: is it just a word or an experience?

How can founders create a bold name that people notice?

How does understanding sound symbolism help in creating impactful names?

How can founders effectively test potential brand names?

What is different about naming AI products compared to traditional products?

How important is it to secure a dot com domain for your brand name?

How can polarization within a team indicate a strong brand name?

What advice do you have for founders who need to name their startup with limited time and resources?

How important is a great name for your product or company?

What makes a great name: is it just a word or an experience?

A name should create an experience, enhancing both product and marketing efforts.

"I really would like... the listeners to really begin to think about how valuable a brand name can be. That is, you're not just looking for a word, you're looking for this experience..."

Aim for a name that conveys an experience.
The right name can have unlimited value.
Invest time and resources in naming.

How can founders create a bold name that people notice?

Standing out in the market is essential for effective distribution and marketing.

"We really humans only pay attention to what is new or what is different... That usually gives people permission..."

Strive for distinctiveness in your name.
Avoid descriptive names that blend in.
Embrace creativity to capture attention.

How does understanding sound symbolism help in creating impactful names?

Utilizing linguistic principles can enhance your product's name in marketing.

"We know through research... about an area in language called or linguistics called sound symbolism."

Each letter sound evokes specific associations.
Use sounds that align with your brand's attributes.
Consider the emotional impact of phonetics.

How can founders effectively test potential brand names?

Testing names can help find one that resonates in distribution and marketing.

"Go out to them and say... we just have a new competitor and their name is blank. What do you think about that?"

Gauge genuine reactions by framing as a competitor.
Listen to the associations the name evokes.
Focus on names that create excitement or curiosity.

What is different about naming AI products compared to traditional products?

Naming an AI product presents unique challenges in building product and marketing.

"This is the fastest moving... category I have ever experienced... we're challenged by just keeping up with developments."

AI products require agility due to rapid changes.
Consumers may be skeptical; names should be tangible.
Avoid overly technical names; aim for accessibility.

How important is it to secure a dot com domain for your brand name?

With the changing digital landscape, founders may wonder about the necessity of a dot com domain.

"I am so glad you asked this question because it is at this point it doesn't really matter at all."

Dot com domains are less critical now.
Focus on the right name first.
Alternative domains or prefixes can work.

How can polarization within a team indicate a strong brand name?

A bold name can spark debate, which may signal its strength in the market.

"If your team is comfortable with the name, chances are you don't have the name yet... We look for polarization."

Discomfort can be a sign of a powerful name.
Team debates show the name has energy.
Polarization may predict market impact.

What advice do you have for founders who need to name their startup with limited time and resources?

Founders often need practical steps to create a strong name without extensive resources.

"I said just draw a shape of a diamond on a piece of paper... what's the potential here?"

Use the diamond exercise to define winning and what you need to say.
Generate a large list of names without over-evaluating.
Focus on behavior and experience, not just words.

How important is a great name for your product or company?

A strong name can give your startup an early advantage in the market, aiding in distribution and marketing efforts.

"Your brand name... nothing's gonna be used more often or for longer than that name. Design will change, mess will change, products will change, but that name is there."

A great name creates cumulative advantage over time.
It provides asymmetric advantage even before launch.
Focus on finding the right name, not just a good one.