Brand names that win.

Bronze
VERIFIED

Sonos, Swiffer, Dasani, PowerBook, Febreze, Pentium, BlackBerry, OnStar — all brand names created by Lexicon Branding. Since 1982, Lexicon has successfully completed more than 3900 assignments with clients in 19 countries. That is experience that you can count on. Over $350 billion dollars of products have been sold that carry a Lexicon-created brand name.

Why do some brand names generate interest and excitement while others simply go unnoticed? The answer lies in how words and phrases connect to thought and emotion to deliver a relevant but unexpected new idea. No other company knows more about how to develop brand names that connect a company with its consumers than Lexicon.

Lexicon Branding is the most inventive company in the category. Our approach combines strategy and creative development, linguistic analysis, trademark assessments, and consumer research to develop brand names, brand architecture models and descriptive solutions that support both business and marketing goals. No other firm integrates these elements as seamlessly or comprehensively as Lexicon. Our WorldBrand® program insures that a Lexicon brand name can travel the world.

While creativity and originality drive our work, we support our creative approach by making deep investments in linguistic and cognitive science research and proprietary software to support our naming projects. Our consumer research models have been designed specifically for evaluating names and nomenclature.

With a staff of more than 27 professionals and offices in Sausalito, California and Amsterdam, Netherlands, our programs can be as timely as 4 weeks.

David Placek, the company’s president and founder is recognized as one of the world’s leading authorities on branding issues and the development and selection of brand names.

 
Undisclosed
 
Undisclosed
 
10 - 49
 Founded
1982
Show all +
Sausalito, CA
headquarters
  • 30 Liberty Ship Way, Suite 3360
    Sausalito, CA 94965
    United States
other locations

Portfolio

Key clients: 

P&G, Coca-Cola, Intel, Colgate, Microsoft, Hilton, Facebook, The Clorox Company, Subaru, Disney-ABC, The Home Depot, Sonos, Church & Dwight, Nestlé, General Motors, MasterCard, HP, Verizon, BlackBerry, Abbott, and many more.

OnStart

Impossible Foods

Intel Pentium

Embassy Suites

Febreze

Subaru Outback

Dasani

BlackBerry

Swiffer

Sonos

Turo

Humira

Reviews

Sort by

Renaming of Medical Device Startup

“Lexicon Branding’s creative process and naming expertise allowed them to deliver great services.”

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
2018 - 2019
Project summary: 

Lexicon Branding renamed a startup to avoid trademark infringement. The team pursued a thorough discovery phase, consumer research, and global testing. They also provided legal services.

The Reviewer
 
51-200 Employees
 
San Jose, California
Ryan Schmidt
VP of Marketing, Click Diagnostics
 
Verified
The Review
Feedback summary: 

Internal stakeholders are pleased with the new name, despite a strong connection to the original one. Lexicon Branding excelled at coordinating teams and managing expectations, fostering a seamless process that was both collaborative and creative. They accommodated schedule changes.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the vice president of sales and marketing at Click Diagnostics, a late-stage medical device startup.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

As my startup prepared for commercialization, we realized that the name Click Diagnostics had some trademark risks because another company in our industry had a similar name. Although many of my team members were attached to this name, we needed to rename the organization.

SOLUTION

What was the scope of their involvement?

Lexicon Branding helped us rename our startup. At the beginning of the process, they learned about our company and history, our culture and values, and our market and customer. They also thoroughly explained their three-step naming process. They used the concept of a vessel to help my team understand how critical this process is; a name becomes a vessel that sustains a company’s essence and its future.

The team presented 30-40 names to us, and we would go through each one and discuss the general build and thought process behind the strategy. After we provided feedback, they would go back and do it again, leveraging the names we liked along with the feedback we provided to pursue good directions or explore new ones. They did this process three times for us.

Once we had this grouping of names, we down-selected until we had roughly 10 or so names.  From there, we went back to Lexicon for further discussion and they then recommended doing some consumer testing.

What is the team composition?

We worked with David and 3–4 other team members in the inspiration and launch meetings. We had 1–2 point people. Much of their team was composed of linguistic specialists.

How did you come to work with Lexicon Branding?

A successful marketing executive that I know recommended Lexicon Branding. He told me about his experience with them and the unique process that they deployed to create a name. My team considered four vendors, and Lexicon had the most impressive portfolio. David’s introductory presentation made it clear that they were the best in class.

How much have you invested with them?

My company spent $50,000-$100,000.

What is the status of this engagement?

We started working together in late 2018 until 2019. The project lasted three months.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve only launched the name internally, but my company is pleased with the name. Despite the attachment many of my team members felt to our original name, the new one is catching on. Lexicon Branding did a great job explaining how they arrived at this name. Having data galvanized my team.

How did Lexicon Branding perform from a project management standpoint?

Project management was fantastic. Lexicon Branding presented their process and the timelines upfront and didn’t deviate; they met all of their deadlines. They were available for ad hoc meetings when we wanted follow-ups or one-on-ones with just the CEO. They were agile and nimble but abided by their process.

When we asked for another iteration at the end of the project, they extended the engagement to empower us to make the right decision. We communicated via phone, screen share, video chat, and several in-person events. We had 10-20 calls with David throughout the process.

What did you find most impressive about them?

Lexicon Branding’s creative process and naming expertise allowed them to deliver great services. They’re holistic in their approach to educating clients on the process, bringing them into the project, and then completing the work. The depth of their knowledge surrounding words, letters, and linguistics was unbelievable.

Are there any areas they could improve?

No, I can’t think of any. When you work with a vendor like Lexicon Branding, you can follow their direction and trust the process.

Do you have any advice for potential customers?

Spend a good amount of time on the project initiation process where different stakeholders from your company discuss and engage with the folks from Lexicon.  Make sure you paint the picture of your company, your products, your culture, and your vision for the future.

5.0
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Corporate & Product Rebrand for Software Company

"They guided us smoothly through what, certainly, could have been a very contentious and divisive process." 

Quality: 
4.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Aug. - Nov. 2018
Project summary: 

Lexicon Branding managed two naming processes: a corporate name and a product platform name. Considering views from various internal stakeholders, they produced two rounds of name options for each project.

The Reviewer
 
501-1,000 Employees
 
Vancouver, Canada
Craig Clark
Vice President, Global Marketing & Sales Development
 
Verified
The Review
Feedback summary: 

Though several names required further trademark investigation, Lexicon Branding established a frictionless workflow. They drove toward names that produced strong internal buy-in while balancing decisiveness with client autonomy. Customers can expect innovative and unique deliverables.  

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I’m the VP of global marketing and sales development at Galvanize, a governance, risk management, and compliance software company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Lexicon Branding?

We selected David (Founder, Lexicon Branding) and his team for a comprehensive corporate- and product-level architecture rebrand. Lexicon specifically focused on naming both our company and our product platform.

What were your goals for this project?

Our primary goal was to create a corporate and product branding architecture that aligned with our growth trajectory and vision for taking our products to market.

SOLUTION

How did you select this vendor?

We executed a fairly formal RFP based on word of mouth referrals from colleagues, private equity partners, and industry analysts. Lexicon quickly rose from the broader group based on successful projects at organizations we’re connected to and could speak with about their experience. Ultimately, it was Lexicon's strong portfolio and obvious expertise in the specialized art/science of name development that led us to select them.

Describe the scope of their work in detail.

The Lexicon team had two main deliverables: the selection of a new corporate brand name and guiding the selection of a new product platform brand name. We began with a workshop to understand what we were solving for, which involved feedback from our CEO and rebrand council (representatives from marketing, product, design, and our board.) From there, the team developed two rounds of corporate/product names and guided us through an evaluation of each in a workshop setting. Lexicon facilitated internal discussion, following an excellent methodology throughout.

What was the team composition?

David led the project personally and was always present at workshops, facilitating the discussion around recommended brand names. He was supported by a remarkably specialized team, including a linguist, trademark specialists, market research specialists, and a creative team.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We selected a new name and product platform name, which are highly differentiated in our market; they’re excellent vessels into which we can pour meaning. The decision came on time, without any cost overruns. This allowed us to progress to broader messaging and visual brand development with another partner.

How effective was the workflow between your team and theirs?

David's confidence and obvious experience were infectious, and, I believe, led to a very positive experience for our team. Everyone was delighted with the result. The process was not just painless, but pleasurable.

What did you find most impressive about this company?

They guided us smoothly through what, certainly, could have been a very contentious and divisive process. They were very effective at maintaining momentum and making decisions but hey didn’t make decisions for us or allow us to be a passenger in the project. Really, they’re gifted facilitators that go well beyond the art of name development.

Are there any areas for improvement?

I struggle to find room for obvious improvement given our experience and the result, although the name we wound up selecting wasn’t as clear from a trademark perspective as we'd have liked. Some deeper research on that one and a handful of others would have been valuable. Having said that, our group rallied around the chosen name and simply had to have it.

5.0
Overall Score If you're searching for a purpose-built naming agency, there is no substitute for Lexicon.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They were very flexible and accommodating of our stakeholder group.
  • 5.0 Cost
    Value / within estimates
    Corporate rebranding is an emotional and potentially career limiting adventure for a marketing leader. Lexicon greatly reduced risk. Value for money.
  • 4.0 Quality
    Service & deliverables
    Trademark clearance work on several names was lacking and could have ended badly.
  • 5.0 NPS
    Willing to refer
    I would unhesitatingly refer Lexicon to a friend. In fact, I already have.

Naming Services Partnership with Marketing Strategy Firm

“Lexicon Branding develops brand names that win in the marketplace and become part of our cultural vocabulary.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2008 - Ongoing
Project summary: 

Lexicon Branding provides ongoing naming services to help new products, brands, and companies target audiences and achieve differentiation. They conduct linguistic, legal, and market research.

The Reviewer
 
1 - 10 Employees
 
Seattle, Washington
Founder, Marketing and Branding Strategy Consulting Company
 
Verified
The Review
Feedback summary: 

Lexicon Branding has developed names that are associated with billion-dollar brands. They are dedicated naming specialists whose end-to-end solutions facilitate a smooth, effortless process. They excel at managing expectations, providing actionable insights, and meeting tight deadlines.  

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the founding principal of a marketing and brand strategy consultancy.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

We hired Lexicon to develop brand names for our clients’ companies, products, and product lines.

SOLUTION

What was the scope of their involvement?

My company has worked with Lexicon Branding on several client projects, the deliverable of which is to create a marketable brand name. Lexicon Branding provides creative, linguistic, and research services. We initially hired Lexicon Branding to help one of our clients name a major B2B initiative that they were launching. Our client had attempted to name the brand internally and with another naming firm, but senior-level executives weren’t satisfied. Lexicon Branding proposed a name that passed my client’s qualitative tests and met their objectives. The name also cleared linguistically in about a dozen languages and researched well against my client’s target market.

Since then, we’ve hired Lexicon Branding to fulfill our clients’ naming needs. Their holistic approach to name development encompasses creativity and a thorough evaluation of the effectiveness of the name pre-launch. They deploy three basic tests to see how a name will perform in the market. First, they test structural linguistics, or how the combination of letters sounds. Structuring linguistics is a science, since the way letters look and sound evoke different senses. For instance, if we hear a hard “k” sound, it will alert us to something. Combinations of consonants and vowels and the order that they go in can make some words more memorable than others.

Then, because my clients are international, Lexicon Branding must test the viability of all names against multiple languages. Their linguists evaluate names and determine if there are any hidden meanings, connotations, or historical references that could cause issues.

Finally, Lexicon Branding tests a bank of words against the brand or product’s target audience. They determine not only whether people like the name or not, but also what the name evokes and whether it reinforces the brand’s characteristics.

What is the team composition?

We always work with David (Founder & President, Lexicon Branding). Depending on the scope of the project, he assigns 2–3 creative teams, each made up of two people. Not everyone assigned to the project is visible to my team. I work with a product research manager and someone who oversees both the structural and linguistic analyses. Lexicon Branding has 70–80 linguists on staff.

How did you come to work with Lexicon Branding?

A colleague recommended them; he told me that Lexicon Branding was the gold standard for branding development.

How much have you invested with them?

Lexicon Branding’s rates have gone up over the last decade. The last three projects I’ve worked with them on featured their full list of services and cost around $175,000–$200,000.

What is the status of this engagement?

I hired Lexicon in 2008, and our work together is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The names they develop illuminate a company’s background and help brands stand out in the market. The first client that I hired Lexicon Branding to work with now has a global, billion-dollar brand. Another client of ours that Lexicon Branding worked with is on a similar trajectory. The global website that Lexicon Branding recently named has launched very successfully and is likely to become one of the best-known sites in their category.

How did Lexicon Branding perform from a project management standpoint?

David is a highly skilled professional who understands not just naming but also culture and business. I’ve never questioned whether David commends my clients’ attention and respect; he is a subject-matter expert who speaks with authority. Over the years we’ve worked together, he’s built a great team that also works well with clients.

Our projects often have very tight timelines. We use email to set up milestone presentations and meetings. For final presentations, we have phone calls and in-person meetings, since names are subjective and necessitate live discussion. Then, during linguistic and audience analyses, most of the presentations are via video conferencing.  

What did you find most impressive about them?

Developing brand names is their specialty. Lexicon Branding develops brand names that win in the marketplace and become part of our cultural vocabulary. Recommending a naming firm that has named such well-known brands goes a long way in acquiring my clients’ confidence.

Lexicon Branding also provides end-to-end solutions. When we hire Lexicon Branding, we know they’ll deliver a thoroughly vetted name. Their names pass through multiple analysis filters and undergo preliminary trademark clearance. I’ve never had a client review a name from Lexicon Branding and tell me that it wasn’t going to work for trademark reasons. Lexicon Branding also ensures that our clients’ executive boards accept and understand the name, how it got developed, and why they’re recommending it.

Having Lexicon Branding’s linguistic analysis expertise is very appealing. For the most recent name that we did through Lexicon Branding, they vetted it in seventeen languages. Researching whether a name will work with an audience is different than testing an advertisement, concept, or packaging. The investment made in that name is going to last longer and have more application, and it needs to work differently. Lexicon Branding understands this. I’ve never experienced another naming firm with their combination of skill and expertise.

Are there any areas they could improve?

No, I don’t. I wish that every firm I’ve facilitated on behalf of a client worked as well as Lexicon Branding has.

Do you have any advice for future clients of theirs?

First, clients should be clear about their expectations. I’ve seen many clients rush into the naming stage, but it’s important to develop strategy and positioning and understand the brand before trying to name it.

Second, a company’s most senior-level executives should work with Lexicon Branding on naming their product or brand. Other than product technology, nothing that a company invests in will last longer than a brand name. Logos, packaging, and advertisements can get redesigned, but a name is long-term.

4.0
Overall Score I’ve always worked with the founding principal, which is how I want to work.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    In my experience, the projects have always been on time, and there’s never been anything I’ve worked on that didn’t follow the schedule.
  • 5.0 Cost
    Value / within estimates
    I think they’re the most expensive in the field, but the value makes the cost reasonable.
  • 5.0 Quality
    Service & deliverables
    They deliver names that pass trademark and work in the market.
  • 5.0 NPS
    Willing to refer
    I’ve recommended them a lot over the years.

Naming for New Tech Startup

“They really took time to understand our company, values, and personality.”

Quality: 
5.0
Schedule: 
4.0
Cost: 
3.5
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Feb. - May 2018
Project summary: 

Lexicon Branding provided naming services for a new company’s launch. They first offered 20 options, and then a further 15 after feedback. They also did preliminary trademark and foreign language screening.

The Reviewer
 
1-10 Employees
 
Los Angeles, California
CEO, Small Tech Startup
 
Verified
The Review
Feedback summary: 

The name selected with Lexicon Branding has been a success—it has launched, and the company is now selling products. Their process was detailed and intensive, exploring a range of different options that fit with the company’s ethos, though could have included more late-stage support.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I’m the founder and CEO of a new tech company that has just launched its first two products after a couple of years of development.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Lexicon Branding?

When approaching our product launch, we were still using our internal/stealth name. We needed a trademark registration and two naming recommendations for our emerging product portfolio.

What were your goals for this project?

To come away with an available trademark registration to use as our name. We wanted a distinctive name that could tell our brand's story.

SOLUTION

How did you select this vendor?

We heard of Lexicon from one of our investors who had worked with them. We requested a proposal via their online form and decided to move forward with them.

Describe the scope of their work in detail.

We met with the Lexicon team in their offices to explain more about our company and our vision for the brand name. They took our information and worked for about four weeks, before sharing about 20 potential names with us over a video-conference call. We gave them feedback on what we liked and what we wanted to see more of, and they worked for another 4 weeks.

In the second workshop, they presented another 15 names. These had been preliminarily screened by their trademark department and examined in foreign languages to make sure there were no obvious problems. They worked with us to select our favorites, using their research methodology, then we submitted the top names to our own counsel for a full screening and registration.

What was the team composition?

I worked directly with David (President and Creative Director, Lexicon Branding). The team was also staffed with a project manager, trademark attorney, linguist, and other creatives.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Since working with Lexicon, we’ve been able to launch our new brand name and begin selling our products online. I’d call that a success.

How effective was the workflow between your team and theirs?

The workflow was very effective. We were able to call our project manager or the president whenever we needed to, and they were also very responsive via email. As we developed our goals for the names, we were able to communicate that with their team and shape the creative process.

What did you find most impressive about this company?

I was most impressed by the quality of the work and their understanding of our objectives. They really took time to understand our company, values, and personality. They presented names that originally we would not have been open to, but their thoughtfulness expanded the possibilities for our brand.

Are there any areas for improvement?

I would have liked more support in the URL acquisition phase of re-branding. They don't do negotiations in-house, so we were referred to another firm.

5.0
Overall Score It was a good experience and quality work. A shorter timeline would be appreciated, but I understood why.
  • 4.0 Scheduling
    ON TIME / DEADLINES
    They can get busy, which makes it harder to get them booked on a tight timeline.
  • 3.5 Cost
    Value / within estimates
    They're on the pricier side, but I think it was worth it.
  • 5.0 Quality
    Service & deliverables
    The process was really straightforward. They did a lot of impressive work.
  • 5.0 NPS
    Willing to refer
    I would recommend them to anyone looking to rebrand or who needs a new name.
Verification

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Verification Level
Bronze
VERIFIED
Business Entity
Status
Active
Jurisdiction of Formation
California
ID
C1267363
Date of Formation
Jan 25, 1985
Source
California Secretary of State
Last Updated
Feb 1, 2019
Payment & Legal Filings
Bankruptcy
No
Tax Lien Filings
0
Judgement Filings
0
Collections Count
0
Last Updated
Feb 1, 2019
Client Reviews
VERIFIED CLIENT REVIEWS
4
OVERALL REVIEW RATING
4.8
Source
Clutch
LAST UPDATED
May 24, 2019