What evidence can you share that demonstrates the impact of the engagement?
We've had great success working with Lexicon, and our client feedback has been tremendous. Many of their names have been brought to market across multiple projects and categories. For example, as I mentioned previously, we worked together on a successful rebrand of Diet Coke, where we made the product more relevant to millennials. We also implemented a series of product innovations that live under the Diet Coke master brand. It was a complex, multi-tiered project, and they were a crucial part of the engagement.
Additionally, on a personal-professional level, I’ve always found that David and the entire Lexicon team bring a rare level of sophistication and strategy to their thinking. This resonates with us as a partner and our end clients as well.
Lexicon also helps us sell our own branding strategies. The way that they present names, as well as their naming process, is so convincing and transparent that it generally leads to a tremendous amount of buy-in. I look forward to continued work with them.
How did Lexicon Branding perform from a project management standpoint?
I would give them an A-plus for project management, delivery, and communication. We communicate primarily through e-mail, and their team is agile in terms of meeting our needs.
I could ask David or another member of his team to be in a meeting three days from now, and they would be on a plane. They’re always going to show up, no matter the time or the place, and that gives me great confidence in partnering with them time and again. Even when the client comes back with questions or concerns, or they want an extra round of names, Lexicon is always willing to meet those needs.
What did you find most impressive about them?
Lexicon does an incredible job of contextualizing and explaining the background of why they chose a specific name or naming process. David is always involved, which ensures a high level of quality in terms of performance and presentation. Many of our senior executive clients appreciate his knowledge and how accessible he is.
David also has a comprehensive array of tools to get people to understand names. For instance, he might create business cards for clients so that they can play with different name choices while they’re in an airport. He provides names in context, which is extremely important. Whether it’s cerebrally or in a physical form, his understanding of what people need during a name change is impressive.
In a world where everything is digital, they take a more old-fashioned, tried-and-true approach. Lexicon often brings the human touch, which is vital to the naming process and brand strategy overall. At the end of the day, we're trying to shift the hearts and minds of consumers across all touchpoints in their experiences with a brand. Having a partner who understands that people are behind companies and brands adds to our capabilities in terms of strategy and naming.
Aside from the process, the deliverables—both the strategy and the names—are also incredibly impressive. Lexicon is famous for creating hugely impactful names, like BlackBerry and Sonos, and they work across many different industries. Their core competency is naming, but I use that term broadly. Lexicon also provides the context, strategic thinking, and language to bring those names to life.
They’re also renowned for their people, who are smart and savvy enough to know how to develop brands that are reflective of their clients and agency partners. Their team understands different stakeholders and how to sell them on their ideas to create buy-in and implement a name change.
Are there any areas they could improve?
I see an opportunity for growth. Everyone wants more and more Lexicon, which leads me to suggest that they should find ways to expand their practice. I love that they are extremely niche and that David is only one phone call away, but they need to scale their organization.
There’s so much opportunity in the market for companies that integrate naming and brand strategy. Because of this, Lexicon’s services are going to become more important as more people have the technology at their disposal to create brands. We need companies to direct the field, and Lexicon has work to do infrastructure-wise to build themselves out from a resource perspective.
Do you have any advice for potential customers?
Leverage Lexicon for as much support as you can. They can help even beyond the name itself. Immerse yourself in the naming process, because Lexicon is excellent not only at generating names but also at understanding the strategy behind them.
You can learn a lot from Lexicon about the coming together of strategy and naming, because they've mastered nomenclature system development, specifically language and tonality. Their team can also create the kind of voice that can propel your company forward. Use Lexicon for more than just names.