Brand names that win.

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.
BlackBerry Image

BlackBerry

Lexicon Branding developed the BlackBerry brand name. 

Portal from Facebook Image

Portal from Facebook

Lexicon Branding developed the Portal from Facebook brand name. 

Intel Pentium Image

Intel Pentium

Intel's Pentium line of processors has become an institution—but when it began, the brand needed an iconic name that would be instantly recognizable. Lexicon Branding provided the naming expertise to create this instantly memorable moniker.

Impossible Foods Image

Impossible Foods

Lexicon Branding developed the Impossible Foods brand name. 

Sonos Image

Sonos

Lexicon Branding developed the Sonos brand name. 

Febreze Image

Febreze

Fresh, clean, and vibrant, the Febreze brand is iconic now—but it wasn't always that way. When the emerging brand wanted to transform the way consumers keep their homes smelling fresh, they turned to Lexicon Branding to create a brand name that was memorable and stood for everything they represented. The rest is history.

Embassy Suites Image

Embassy Suites

Subaru Outback Image

Subaru Outback

OnStar Image

OnStar

It's now featured in almost every vehicle on the road, but OnStar was once just a conceptual creation in need of one very important feature—a name. Lexicon Branding delivered a fitting title for the driver support system that's always on: OnStar

Dasani Image

Dasani

Swiffer Image

Swiffer

Lucid Motors Image

Lucid Motors

Lexicon Branding developed the Lucid Motors brand name. 

LyftPink Image

LyftPink

Lexicon Branding developed the LyftPink brand name. 

Humira Image

Humira

Mercedes Metris Image

Mercedes Metris

Lexicon Branding developed the Mercedes Metris brand name. 

Reviews

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Naming Project for Technology Company

"They wanted to understand the problem we needed to solve, so their approach wasn’t one size fits all."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Mar. - May 2020
Project summary: 

A technology company engaged Lexicon Branding to support their rebrand initiative. Following a discovery phase, the team provided 20 names. Based on feedback, they then developed a second set of about 20 names.

The Reviewer
 
501-1,000 employees
 
Los Angeles, California
CMO, Technology Company
 
Verified
The Review
Feedback summary: 

An exceptionally talented team, Lexicon Branding delivered a unique name that generated positive feedback from internal and external audiences alike. The team provided valuable expertise and efficiently executed the project. Their communicativeness and responsiveness led to seamless collaboration.

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 lead marketing for a public technology company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

Following our merger with another company in our space, we made the decision to rebrand the company. As part of that rebrand, we wanted to rename our company too.

SOLUTION

What was the scope of their involvement?

Lexicon focused on the naming process. Their team also educated us on the art of naming, which was important.

They kicked off the process by meeting with our CEO, one of my team leads, and me. Their team took a deep dive into our strategy, what we wanted, what we didn’t want, and our competitive set. The conversation was informative for both of us.

From there, we went through two phases. In the first round, their team came to us with 20 names to review. We then made a shortlist of what we liked and didn’t like. Based on that feedback, they came back with another round of about 20 names.

In the next stage, we had a solid list of names that their linguistic team reviewed to make sure they would perform well in global markets. We narrowed the list to 2–3 names and through our own legal exploration, decided on one.

What is the team composition?

Our day to day contact involved David (Founder) and 1–2 other team members. It was great because we had the attention of an experienced member of the industry.

How did you come to work with Lexicon Branding?

Our design agency recommended Lexicon, and we knew them by their reputation. David’s responsible for some of the most iconic brands of the past 30 years.

What is the status of this engagement?

We started the project in March 2020 and finalized it in May 2020.

RESULTS & FEEDBACK

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

We’re extremely happy with their work, and it was money well spent. The response was phenomenal. We heard that the name’s strong, different, and conveys our energy following the merger from employees and clients.

How did Lexicon Branding perform from a project management standpoint?

At every stage of the process, Lexicon was clear and efficient. They were extremely accessible. Their team was communicative and organized, so it was easy to work with them.

What did you find most impressive about them?

Lexicon made a special effort to help us understand the process. Their team took us behind the curtain, allowing us to understand the complexity of a name. When we raised questions, we never felt bothersome. They wanted to understand the problem we needed to solve, so their approach wasn’t one size fits all. Lexicon is an industry leader.

Are there any areas they could improve?

No, it was great.

Do you have any advice for potential customers?

Like all agency partnerships, you get out of it what you put into it. Invest in the strategy and the background to inform the output. Have an open mind. David said that the right name isn’t obvious, which we found to be true.

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

Naming & Brand Strategy Services for Independent Consultant

“They’re able to distill brand essence and what’s going to matter to consumers globally in a very succinct manner.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Aug. 2019 - July 2020
Project summary: 

Lexicon Branding partnered with an independent consultant to help a Fortune 100 company brand their new product line for electric vehicles. Deliverables included brand strategy, narrative, and names.

The Reviewer
 
1-10 Employees
 
San Francisco, California
Cris Spillett
Owner, Cris Tina Spillett Consulting
 
Verified
The Review
Feedback summary: 

Lexicon Branding satisfied the requirements by proposing a brand that would differentiate the product line and appeal to a global consumer base. Responsive, timely, and easy to work with, the team went above and beyond to incorporate the client’s feedback while ensuring the project stayed on track.

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 owner and sole proprietor of Cris Tina Spillett Consulting. I’m an independent consultant that works for Fortune 500 to small startup companies, helping them to innovate in any way, shape, or form.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

I was working with a Fortune 100 company, and they needed somebody to assist them with building a brand for their new, innovative line of products for electric vehicles. That starts with naming the product and setting up the brand strategy to help differentiate the product from anything else on the market, or that would be coming on the market, just to give them a clear cutting edge from the beginning. We needed an iconic name for this new line of products so that people would recognize it instantly. 

SOLUTION

What was the scope of their involvement?

Our client company gave the background of what they were hoping to achieve with the new line of products from a technical standpoint, such as what they wanted their brand to be and how they wanted their product to appear differentiated to consumers globally.

Lexicon came up with names that could be trademarked globally and that would have relevance to the consumers. They also provided a narrative that would go along with the brand names and help set this new line of products apart.

What is the team composition?

I worked directly with the president and about four team members. This included a project manager, who acted as a liaison and helped get the partnership set up. There were also creative resources who came up with the brand name, strategy, and narrative. On the client’s end, there was a core team of four people, which extended to a broader executive team of about 15.

How did you come to work with Lexicon Branding?

I was previously employed by other large companies, such as Clorox, that had worked with Lexicon. I hadn’t worked with them directly, but I knew of them and their reputation. I reached out to them, and they didn’t shut me down just because I was an independent consultant. We arranged the project from there. 

How much have you invested with them?

It was around $200,000–$220,000.

What is the status of this engagement?

We started working together in August or September 2019, and it was completed at the beginning of July 2020. It could’ve gone a lot faster, but it got delayed on my client’s end, never because of Lexicon.

RESULTS & FEEDBACK

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

They were helpful as far as giving us an idea of what pushes the needle on names and how they fit around the globe with various cultures. The client company wouldn’t have had the capability of knowing what does and doesn’t bode well. They basically told us how differentiated we should be and whether the brand has the capability of going into the avenues that the client was hoping the new product line would go into. 

How did Lexicon Branding perform from a project management standpoint?

Lexicon was extremely responsive, and turnaround was quick. They outlined the next steps and inputs needed so that they could be successful and ensure that the project was moving forward at all times.

In terms of incorporating my ideas and those of my client, they were extremely adaptable. They were adept at incorporating feedback from my client’s management. They also incorporated individual ideas if they were a good fit, or they shut them down if they weren’t. They were really good at making sure things didn’t get distracted from a creative or strategic standpoint, while at the same time delivering above and beyond to make sure that everybody felt heard and the right ideas were incorporated.

What did you find most impressive about them?

They’re able to distill brand essence and what’s going to matter to consumers globally in a very succinct manner. What they delivered was simple and logical, whereas it would’ve taken my client decades and a lot of work. 

Are there any areas they could improve?

I don’t know that they could’ve done anything better.

Any advice for potential customers?

Distill in your mind what you want from a company like Lexicon. Lexicon is really easy to work with compared to a lot of companies because they help you through the thought process of being able to work with them successfully, versus other companies where you have to have your thoughts completely distilled ahead of time in order for them to deliver a product. Make sure the entire team has input and be ready to have all decision-makers be incorporated in the thought process part upfront so that you don’t have to go back later.

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

Naming Services for HR Companies

"Their depth of expertise is incomparable."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Jan. - June 2020
Project summary: 

Lexicon Branding led the naming process to merge two HR technology companies under a brand identity. They ideated names, researched trademarks, and developed a rubric to guide the decision-making process.

The Reviewer
 
51-200 Employees
 
Portland, Oregon
Suzame Tong
VP of Marketing & Communications, ThinkHR & Mammoth HR
 
Verified
The Review
Feedback summary: 

Lexicon Branding provided valuable expertise and strategic direction that effectively guided the client through the legal and emotional challenges of the naming process. They adeptly managed the project and offered industry insight that examined initial reactions to support more informed decisions.

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

BACKGROUND

Introduce your business and what you do there.

We provide technology-enabled HR services for small to medium-sized businesses, and I’m the VP of marketing communications. We’re actually two companies that a private equity firm merged. Even though we’re one entity, we still operate as two companies. The entity in California’s ThinkHR and then the one in Portland, Oregon’s called Mammoth HR.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

We needed to unite the companies under a new identity and brand to reintroduce ourselves to the world. We wanted the relaunch to show highlight our additional capabilities and innovation. 

SOLUTION

What was the scope of their involvement?

Lexicon was a strategic partner that helped us to think about naming from all different viewpoints. Their team focused on helping us with the naming process, which was strategic as a result of their process.

Following the trademark search, we ended up with seven names to consider, which was unusual. To help us decide, they created a rubric that fueled the conversation. We didn’t just go with the name that scored the most points. We talked about why certain names scored better than others.

What is the team composition?

I primarily interacted with two people, but the broader team included three.

How did you come to work with Lexicon Branding?

Our CEO made the decision, and I believe he found Lexicon through a recommendation by our private equity firm.

How much have you invested with them?

We spent $50,000 on this project.

What is the status of this engagement?

We signed the contract in January 2020, and the project wrapped up about 4–5 weeks ago.

RESULTS & FEEDBACK

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

We haven’t relaunched the name yet, so everything’s confidential. We had a committee of 7–8 people across departments who were part of the decision-making process.  

In my experience with naming, it’s a complex process. Lexicon helped us to navigate the legal and emotional components of naming. Their team helped us to understand our biases and get out of our own way. Their team went beyond their initial scope when we ended up with more names than expected. The rubric helped us to methodically think through all of our potential names.

How did Lexicon Branding perform from a project management standpoint?

We used email and video calls to communicate. Their communication was clear and timely. They always followed up with the right details, attachments, and answers to our questions.

What did you find most impressive about them?

Their depth of expertise is incomparable. They’ve done this work for so long and for so many different industries, so they know how to direct their clients through the process. They have extensive experience with bigger brands but didn't treat us differently.

Are there any areas they could improve?

I can’t think of anything.

Do you have any advice for potential customers?

I would advise anyone to approach the engagement with an open mind. When they told us about how household names almost didn’t make it because someone hated it, they proved that we didn't necessarily know what we liked.  

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    I was shocked by how affordable they were.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Messaging for Environmental Education Program

“Their level of dedication truly differentiated them from other branding firms that I’ve worked with.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
July - Oct. 2019
Project summary: 

Lexicon Branding delivered the content messaging for the field programs promoted by an environmental foundation. In an iterative process, they engaged the client to create effective calls to action (CTAs).

The Reviewer
 
11-50 Employees
 
San Francisco, California
Jason Morris
Senior Program Officer, Pisces Foundation
 
Verified
The Review
Feedback summary: 

Lexicon Branding’s outstanding work has seen enormous uptake by the targeted audiences, and it’s also afforded the client successful meetings with important organizations. The team went above and beyond in understanding the client’s unique concerns and industry before delivering effective solutions.

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 lead the environmental education program at the Pisces Foundation, a charitable foundation that funds environmental organizations so they can quickly advance towards their goals.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

Our goal was to create messaging and slogans to promote various field programs, which educate children by taking them outdoors. We wanted to make a call to action (CTA) that could apply to any program without diluting their messaging.

SOLUTION

What was the scope of their involvement?

We had onboarding conversations where we talked about the state of our field programs. After carefully listening to us talk about our industry, they went and conducted desk research and landscape analysis to understand our field of work. After my colleagues and I validated some of their ideas, they launched into the creative process of generating solutions.

Before coming up with the final product, I’d say that there were about 10–11 rounds and iterations. Each time, they brought in a broader group of leaders to make sure that the messaging resonated with the organization. They winnowed down the options to 3–4, which were presented to a broader group of people.

What is the team composition?

I maintained a primary point of contact but worked directly with 3 people. I know that there was a bigger team behind them.

How did you come to work with Lexicon Branding?

I’d worked with Lexicon before at a different job. They’d won the bid in that instance, and I’d loved the work that they did. Since they were so successful in that previous engagement, I decided to reach out to them again.

How much have you invested with them?

We spent around $35,000.

What is the status of this engagement?

The collaboration lasted between July­­­–October 2019.

RESULTS & FEEDBACK

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

There were two phenomenal outcomes for us. We had two main audiences in mind; these are the outdoor and education organizations that work primarily with people of color (POC) and the group of other philanthropic institutions that similarly operate in the health and wellness space.

Our social media analysis indicates that there’s been tremendous campaign uptake with the first group. In regards to the second group, we’ve been able to hold two successful meetings with other funders in that space. We’ll be moving towards co-funding strategies like ours, which is huge for us.

The process felt very collaborative; it wasn’t like we were removed from their work, because they made sure that we understood the reasoning behind their decisions.

How did Lexicon Branding perform from a project management standpoint?

They were great. Noora (Project Manager, Lexicon Branding) was my project manager, and she was always available—even at odd times of the day when I was traveling. They were responsive to feedback and made sure we understood the logic behind their work.  

What did you find most impressive about them?

They really went out of their way to understand our issues. Their level of dedication truly differentiated them from other branding firms that I’ve worked with. They do their homework, and it shows.

Are there any areas they could improve?

No, I don’t have any critical feedback at all. They were outstanding.

Do you have any advice for potential customers?

Spend time with them at the beginning of the project so that they deeply understand the issue. Commit the time to do that, because it’ll end up helping you in the long run.

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

Naming for Large Consumer Goods Retailer

"The team at Lexicon Branding is wonderful to work with."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Mar. - July 2019
Project summary: 

Lexicon Branding assisted with the naming of two key company initiatives, focusing on distinctive and clear options for each. After receiving the brief, the team performed several rounds of naming.

The Reviewer
 
1,001-5,000 Employees
 
San Bruno, California
Kay Streit
Creative Director, Walmart
 
Verified
The Review
Feedback summary: 

The programs will launch in the summer of 2020, but initial feedback on the different names has been positive. The team at Lexicon Branding is skilled at crafting names that fit and resonate with customers. Their transparent approach complemented their accommodating workflow.

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 creative director for editorial at Walmart.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

My team is responsible for all of Walmart’s copy. We’ve started getting involved in the naming process. I engaged with Lexicon Branding to assist with the naming of two key initiatives that we had coming up.

We were trying to gain more control and make it more of a discipline within our organization. Our naming constructs have to be clear and telegraphic because we want to simplify the way we present our products and services to customers. While researching, we found that people wanted clarity over cleverness. We wanted all of our names to fit those guidelines and feel like a family within our portfolio.

SOLUTION

What was the scope of their involvement?

Lexicon Branding offered the package deal. Our marketing partners submitted the brief, and we kicked off the work to their team. Outside of basic reviews, we had three to four rounds of naming with Lexicon Branding. When we show a name, we picked around five recommendations that get presented.

We went through internal reviews with our CMO and CCO, before sending the marketing reports up to a myriad of VPs. Once all of their thoughts are aligned, the names go up to the CEO because they’re more significant initiatives. Lexicon Branding also offered their legal services.

What is the team composition?

David (President & Founder, Lexicon Branding) has an internal team, but I directly engaged with five of his team members.

How did you come to work with Lexicon Branding?

My boss had a previous relationship with Lexicon Branding. I believe he’s worked with them at different companies.

How much have you invested with them?

For each project, we spent around $25,000.

What is the status of this engagement?

We worked with Lexicon Branding from March–July 2019.

RESULTS & FEEDBACK

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

At Walmart, there are many seats at the table. We hired Lexicon Branding because of that. We needed that firepower to deliver a successful name. If it helps, we look at success with a benchmark of 80%. If a name perfectly describes the product or service, 80% is where it should be. It was encouraging that all of Lexicon Branding’s work hit the 70–85% range.

I enjoyed working with Lexicon Branding because they looked at the project in the context of other languages. We have a large Latino customer base, so they looked at names that would resonate with them and our general market.

The programs will be launched next summer. Our internal testing team has presented them to some customers, and we’ve found that they resonate well.

How did Lexicon Branding perform from a project management standpoint?

The team at Lexicon Branding is wonderful to work with. They’re on top of their work and remain clear about budgets. Their timeliness is also noteworthy. Lexicon Branding delivered everything on time. In fact, there were a few times they commented on how long the timeline was and said that we needed to shorten it. They were extremely accommodating.

What did you find most impressive about them?

Lexicon Branding is full of some of the best in the industry. Their specialty is in naming. They’re word nerds from start to finish.

Are there any areas they could improve?

My leadership wants work done as quickly as possible. I know that David is proactive and wants to deliver a quality product. If he feels that his team can’t provide the quality of work in the timeframe my leadership wants, then there will probably be some pushback. That’s my only recommendation, though; having a quicker turnaround.

Do you have any advice for potential customers?

Provide them with a reliable brief and timely feedback. Their team tends to have a lot of opinions. Giving them direction in the beginning about what you need will benefit the first round.

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

Naming Services for Heavy Equipment Company

“They’re very good about helping you understand some of the sociology behind naming and how it can move people.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
4.5
The Project
 
$200,000 to $999,999
 
2015 - July 2019
Project summary: 

Lexicon Branding has worked with a heavy equipment company on multiple naming projects, which entail a discovery phase, a creative process, and a vetting process. They provide linguistic and legal expertise.

The Reviewer
 
10,000+ Employees
 
Iowa
Strategic Marketing Manager, Heavy Equipment Company
 
Verified
The Review
Feedback summary: 

They’ve repeatedly satisfied the requirements by coming up with names for features and products that are present in various markets, cultures, and languages. Internal stakeholders praise Lexicon Branding’s professional team, particularly their highly skilled linguists. They communicate well.

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 a strategic marketing manager for a heavy equipment company. We build farm, construction, and road-building equipment. We also have a line of consumer products, like lawnmowers, small tractors, and other turf equipment. I lead a group that focuses on industrial design language and styling, as well as naming, numbering, and branding.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

We have hired Lexicon Branding to help us come up with names that will positively impact our products in a host of different markets.

SOLUTION

What was the scope of their involvement?

Lexicon Branding has named 2–3 features or products that span multiple markets, cultures, and languages. They begin their process by working with our product experts to garner a thorough understanding of what the product is, what its benefits are, and what its value proposition to the customer is. They also determine what we’re trying to accomplish with the product and what the right markets are. 

They then go through the creative process. They’ll come up with as many names as necessary; I’ve seen them develop 600–700 names. Then, they begin the vetting process. They review different things with our product experts. Their linguist team reviews and vets the list of names. For example, if the focus is Portuguese, we need to see if the word has any negative connotations based on the associations of letters and syllables in the Portuguese language. We also need to determine which name will be more memorable for native speakers.

Once the linguist team does a first pass vetting, the team continues to boil the process down. They usually do some quantitative and then qualitative market research to gauge reactions to the names in different markets around the world. The linguists will then engage again and look at words very deeply to study them for how memorable they are. In one language, we might be able to remember a word more readily than in another language. 

Legal is another avenue that they pursue. Lexicon Branding has lawyers on staff, and their legal personnel works with ours. We do trademark searches to find out if the name infringes anywhere in the world, and we determine how risky an infringement would be. At the end of the day, we pick the top three names.

What is the team composition?

We’ve worked with a small team from Lexicon Branding. They are more of a boutique agency, with David (Founder & President, Lexicon Branding) being the driving force. Typically, we have a project manager, and they work with 2–3 creative people. Lexicon Branding has a lawyer that is a major point of contact. They also have someone that coordinates, organizes, and facilitates the market research.

How did you come to work with Lexicon Branding?

Another outside vendor that we use pretty frequently was working on a project for us. They didn’t quite have the naming expertise we needed, but they had worked with Lexicon Branding in previous roles and introduced us to each other. It became clear that Lexicon Branding specialized in this area. We have brought them on for a total of 3–4 projects.

How much have you invested in them?

My company has spent a little over $200,000.

What is the status of this engagement?

We began working with them in 2015, and they completed the last project in July 2019. We work with them on a project basis. They are not a day-to-day supplier for us, but we maintain a close relationship.

RESULTS & FEEDBACK

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

We haven’t used anything that we’ve developed with Lexicon Branding yet, but this doesn’t have anything to do with Lexicon Branding’s creative process, rigor, or attention to detail. We have always been more of a B2B company in an industrialized market, and taking on a B2C mentality in regard to industrialized equipment has been something that we are a little cautious about doing. I don’t think anyone would say that Lexicon Branding is anything other than very professional and very good at what they do.

How did Lexicon Branding perform from a project management standpoint?

I have a good enough relationship with them. We email a lot. We also have some phone calls and many conference calls. We may have 3–4 Lexicon Branding team members and as many as 20 of our people on the phone in different states and countries. We share materials back and forth through platforms like Skype.

What did you find most impressive about them?

One of the unique things about them is that they have a team of 85–90 linguists from around the world. Typically, they’re college professors. We’ve found their work to be pretty impressive. They study individual letters and syllables and consider how certain associations in different languages impact how the human brain remembers things. 

Are there any areas they could improve?

No, I don’t think so. Our organization needs to develop a culture where we utilize this stuff more, and we’re not there just yet.

Do you have any advice for potential customers?

They’re very good about helping you understand some of the sociology behind naming and how it can move people. At one point in time, they provided training for several of our product line marketing people to help them understand, with a lot of examples from other industries and companies, how developing a name can increase total revenue, share price, and other things. Go into it with an open mind, and they will help your organization.

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

Name Ideation & Testing for Silicon Manufacturer

“They’re unparalleled as a naming partner.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Feb. - July 2019
Project summary: 

Lexicon Branding provided naming services for a silicon manufacturer’s product. They ideated names and tested them in the American and Chinese markets via a quantitative survey and qualitative interviews.

The Reviewer
 
10,001+ Employees
 
Portland, Oregon
Senior Brand Manager, Data Processing Manufacturer
 
Verified
The Review
Feedback summary: 

Having worked with multiple vendors for this project, internal stakeholders deemed Lexicon Branding a strategic partner that provided the most high-caliber work. They always rose to the challenge and adhered to tight turnaround times. The team had a sophisticated approach and robust testing tools.

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 a senior brand manager at a silicon manufacturer. I focus on processors and products that we sell to the client market.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

My company hired Lexicon Branding to create some naming options for a product and then test those options in the US and China.

SOLUTION

What was the scope of their involvement?

We gave Lexicon Branding territories that we wanted them to focus on, and then they worked within their proprietary processes to create and ideate names. We had a few cycles of ideation review, during which we provided feedback. To test the names, they did a quantitative survey as well as qualitative interviews with our target audience.

What is the team composition?

We regularly interfaced with at least four individuals, and I think there was a broader team working behind them on the project. Our main point of contact was Mark (Creative & Account Associate, Lexicon Branding). We also worked with David (Founder & President, Lexicon Branding).

How did you come to work with Lexicon Branding?

We’ve had a standing relationship for years.

How much have you invested with them?

For this project, my company spent between $500,000–$1 million.

What is the status of this engagement?

This project lasted from February–July 2019.

RESULTS & FEEDBACK

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

We worked with multiple agencies on this project, and I’d say Lexicon Branding was by far our biggest partner. They provided the highest quality work in terms of both ideation and improvement in ideation over the multiple reviews that we had. The testing was comprehensive and drove a lot of decision-making around this project.

How did Lexicon Branding perform from a project management standpoint?

Lexicon Branding was very thorough and open. We challenged them several times, and they met those challenges by going back and going in a different direction of ideation or doing a more thorough synthesizing of the analysis and the quantitative results. They really were our key strategic partner on this project.

In terms of communication, we had an open relationship with them. I could always call Mark or David, and they would take my call. We also emailed or had in-person meetings.

What did you find most impressive about them?

We were impressed by the sophistication of their approach and the tools that they employed to test and review the naming options. They’re unparalleled as a naming partner.

Are there any areas they could improve?

No, there weren’t any.

Any advice for potential customers?

You get out of an agency what you put into it, so the burden is on the client to know what they’re trying to do. If you have a clear vision, I can really see Lexicon Branding being a great asset in bringing that vision to life from a naming standpoint.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They didn’t delay. There were some tight turnarounds, and they rose to the challenge and really delivered.
  • 4.0 Cost
    Value / within estimates
    They’re the most expensive vendor that we partnered with on this project, but the output was worth it. I’d say the value is worth the cost.
  • 5.0 Quality
    Service & deliverables
    The work speaks for itself. We could see the quality in their work, especially since we were working with multiple agencies.
  • 5.0 NPS
    Willing to refer

Multiple Naming Projects for Clients of Design Agency

"They have a very holistic understanding of how a brand is developed."

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2004 - Ongoing
Project summary: 

Lexicon Branding partners with a design agency to provide comprehensive branding services to a variety of clients. They do in-depth company and market research before presenting naming options to their clients.

The Reviewer
 
2 - 10 Employees
 
San Francisco, California
Kit Hinrichs
Founder & Creative Director, Studio Hinrichs
 
Verified
The Review
Feedback summary: 

The work performed by Lexicon Branding consistently lives up to the highest standard of quality in the branding industry. They never cease to impress clients with their expertise and thoughtful recommendations. Their team is hardworking, responsible, and relationship-focused.  

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 founder and creative director of Studio Hinrichs, a design agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

We needed a partner to help with our naming projects.

SOLUTION

What was the scope of their involvement?

We’ve worked with them for several years on multiple projects. We work with each other’s clients and it works amazingly well. Often times we’ll recommend them to a client of ours saying that the client really needs to have help with understanding the value of a name. 

At the same time, Lexicon Branding often comes to us and says they have a client they’ve developed a name for but they really need the input of graphic design as an integral part of what the branding experience is like.

They would interview the client and find out as much background about them as possible, including what their goals are, and what the kind of attitude they want to have as the brand goes forward. In some cases, there are clients who are completely new startup companies and want to create a new brand while still sounding like a brand that’s been around for a while. At the same time, we also have companies that have outlived their brand or want to have a fresh look.

I’m always impressed with the background he comes up with. Besides the legal side of what he does, they go through and check the availability of names not only in the US but around the world so that by the time they go through the list, they may have started with hundreds of names and narrow them down to 10-15 viable names to work with. Then they come to us and show us the names and ask us how they might be interpreted typographically.

Then we go into helping them with either just setting the name in five different typefaces and look at the character changes when you bring different character types and different typefaces to it and how that changes its personality. We work a lot with them in trying to do that. Just like they do in testing whether a word sounds right, we do the same thing in how it looks.

What is the team composition?

My primary relationship is with David (President & Founder, Lexicon Branding). It’s a bit of peer-to-peer kind of thing, in that we speak a lot of the same language. I also have met many members of his team in the process. Usually, when there’s a presentation being made and all of his team is together, they all contribute to it, but David is the main point of contact for me and my clients as well.

How did you come to work with Lexicon Branding?

Oftentimes clients would come to us either with trendy names or something we thought isn’t appropriate for them and that they should talk to someone who is going to help them value their name and come up with a strong solution for them.

We worked with several naming firms at that point, but we found that when we asked for recommendations, Lexicon Branding was always in the mix. We had a chance to work with them and it was a slam dunk. It was such a perfect relationship that we continued working together.

How much have you invested with them?

We have spent around $500,000 over the course of our work together.

What is the status of this engagement?

We started working together in 2004 and the partnership is ongoing.

RESULTS & FEEDBACK

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

David has a special way of being able to understand all of it, have an overview of how it works, and be able to zero in on appropriate names for a client.

Everyone that I’ve worked for with David not only feels they’ve gotten a solid step toward where they’re going, but that our contribution to it then makes the final result a strong individual brand.

How did Lexicon Branding perform from a project management standpoint?

They’re an outstanding company. They’re very methodical in the way that they deal with and understand what their client needs are. They really do their best to communicate to their clients how they can be most effective in what they’re doing.

They’ve been extremely good at not just giving them a trendy name, but really doing some solid research and being able to give really effective information.

In some cases, if we have a client who’s worked with us for a few years and is developing a new product, their relationship would initially be with us. We would then bring David and his team in and would introduce them and have joint meetings. At some point, they work directly with our client, present findings on that, and together we develop a visual brand for them.

What did you find most impressive about them?

They do all the research. They have the legal background to be able to say whether a name is going to last for a period of time and be usable around the world. They have a very holistic understanding of how a brand is developed. That’s what separates them from anyone else. They’re so solid and responsible in the way they do things.

Their team isn't in it for the short-term, they’re in it to do high-quality work over a long period of time. It’s hard to find companies today that are that interested in their clients and not only in themselves. David and his team are really interested in building the right kind of relationship and the right branding for the clients that they work with. 

Are there any areas they could improve?

No, there’s nothing I’d have them improve. They’re very good at setting up the relationship with their clients if they bring us in. They set the stage for us to do better work for them.

5.0
Overall Score They always deliver on time, within budget, and the results are always outstanding. I’m in awe of them.
  • 4.5 Scheduling
    ON TIME / DEADLINES
    They’re very good at being on top of things.
  • 5.0 Cost
    Value / within estimates
    They’re the best deal you can get out there based on value.
  • 5.0 Quality
    Service & deliverables
    They’re outstanding on all levels of what they do.
  • 5.0 NPS
    Willing to refer
    I’d recommend them to anyone at any time.

Rename for Customer Engagement Platform

“Their knowledge, combined with their execution and process, was above and beyond what I expected going into this.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
June - Nov. 2017
Project summary: 

Lexicon Branding led a five-part renaming process. The team collected market, consumer, and linguistics research, and they conducted internal interviews. They presented two rounds of names and guided selection.

The Reviewer
 
201-500 Employees
 
New York, New York
Marissa Aydlett
Former SVP of Marketing, Braze
 
Verified
The Review
Feedback summary: 

Internal stakeholders report a significant increase in market recognition following the rename. The team executed an incredibly thorough yet efficient and clear-cut process. Reliable and accommodating, the team aligned with company objectives. Their naming expertise set them apart from competitors.

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 former SVP of marketing for Braze.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

We needed help renaming our consumer engagement platform. The linguistics component of our name was a major consideration because we needed it to work on a global scale.

At the time, we were a startup entering into our next phase of growth; nonetheless, we still had a couple of hundred employees. We needed a firm that could conduct research and then articulate to our entire leadership team and organization why the name they selected fit our company.

SOLUTION

What was the scope of their involvement?

Lexicon Branding helped us rename our company to Braze. They researched the market, the consumer, and our company. They also did comprehensive evaluations of several different languages to ensure we chose a name that corresponded to our goals.

The Lexicon Branding team, and in particular David (Founder & President, Lexicon Branding), had a very clear-cut, five-part process. First, they took the time to understand our business and goals. They interviewed various people on our leadership team, during which they posed a variety of questions so that they could hone in on the role the name would play in the organization. They asked what areas we wanted to look at from a linguistics perspective.

Then, we entered a creative exploratory phase. Lexicon Branding researched and then presented names to us in two rounds. This was a collaborative process, as our input influenced the second round of names that they proposed.  

Our leadership team agreed on a few of the names, and we created a rating system. We went back to David with our top names and asked him to do more linguistics analysis and research so that we could pick the name that best represented the goals laid out in phase one. The information and research they delivered drove our final decision.

What is the team composition?

We engaged with an intimate team and worked directly with David. He had a very specific way of creating small teams that worked well together, which I found to be really fascinating. There were a handful of creative development experts. Other experienced leaders ran the linguistics analysis and consumer research. We could tell that they were experts of their particular segments, which was really valuable.

How did you come to work with Lexicon Branding?

I had never taken on a rename project before. While searching for agencies, Lexicon Branding came up in my research and that of board members. Some of our VCs had worked with Lexicon Branding on other renames.

After spending a lot of time looking at agencies, we ultimately chose Lexicon Branding because we knew what to expect from them. We liked that they deployed a very specific process. David and his team had substantial experience, and we felt it was important to work with a team we could learn and receive guidance from. They were realistic and pragmatic.

How much have you invested in them?

My company spent over $100,000. The project included several different components.

What is the status of this engagement?

We worked with Lexicon Branding from June–November 2017.

RESULTS & FEEDBACK

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

The rename process was rapid. We had to go through a robust legal and trademark screening and get a domain name, but everything came together.

Since the rename, we’ve gained a lot of recognition in the market. Familiarity amongst our decisionmakers and buyers went up 22.5% in just 18 months.

How did Lexicon Branding perform from a project management standpoint?

We had a really great experience working with the Lexicon Branding team on every aspect of the project. They were really thorough and consistent, and they hit all the deadlines. We were pleasantly surprised by how adept the project manager was. The research and information that they provided was wonderful because it allowed us to show our organization why we chose the name and how it met our goals.

We appreciated receiving two rounds of names rather than just one, as this allowed us to ruminate and think about this very important decision. I felt that their clear process was very valuable. We knew exactly what to expect and when to expect it. Depending on where we were in the project, we communicated via e-mail or in-person. Our executives frequently travel all over the world, and Lexicon Branding accommodated us by making the beginning phases of the rename very fluid.

What did you find most impressive about them?

The thing I found most impressive about Lexicon Branding was their knowledge of what it really takes to rename a company. This might sound simplistic, but if you really start to investigate what goes into a name, you’d be surprised by how little knowledge there is out there. Lexicon Branding brought a really unique value proposition to the table that other naming companies didn’t.

Their knowledge, combined with their execution and process, was above and beyond what I expected going into this. I now set the bar this high with other companies I work with.

Are there any areas they could improve?

No, there aren’t.

Do you have any advice for potential customers?

The sooner you work with Lexicon Branding on a project like this, the better your company will be in the long-run. It’s a clear-cut process, and they’re easy to work with. Be sure to spend time on the linguistics analysis and research phase. I think that companies are often so focused on finding a name that they disregard important factors, like whether the name works in different countries linguistically or aligns with internal goals. Having such thought-out and well-researched documentation helped us tremendously.

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

Naming for Multiple Clients of Marketing Company

"We've had great success working with Lexicon, and our client feedback has been tremendous."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$1,000,000 - $9,999,999
 
Mar. 2016 - Ongoing
Project summary: 

Lexicon Branding delivers names and branding strategy for clients of an advertising and marketing firm. The team works collaboratively to develop and present a name and branding package for each customer.

The Reviewer
 
10,000+ Employees
 
New York, New York
Global Director of Business Operations, Marketing Consulting Firm
 
Verified
The Review
Feedback summary: 

Lexicon Branding has implemented a variety of successful branding projects for a wide range of clients, including several high-profile firms. Flexible and dedicated, the team routinely provides exceptional support to stakeholders. Their extensive knowledge and comprehensive services set them apart.

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 work for the strategy and innovation consulting arm of a global creative network. As global director of business operations, I work with some of our largest clients across many different industries. I also run our worldwide operations as they relate to marketing and business development.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lexicon Branding?

I bring Lexicon’s top-notch expertise and services into a project when I’m working with a company that wants to innovate new products. I’ve also hired them to work with companies that are going through a major evolution or brand refresh and are looking for a name that best represents their new value proposition.

SOLUTION

What was the scope of their involvement?

When we’re working together on a project, Lexicon partners very closely with our consulting team. We operate using an open-source model, and I always have members of Lexicon on the phone when we reach the naming round of a partnership.

First, we’ll do an initial review of the names together, and then the naming team will present to the client. Lexicon usually presents their own work to our clients based off of strategies that we’ve co-conceived. This shows our client that Lexicon understands the strategic process that goes into each name.

What is the team composition?

One of the things that I love about working with Lexicon is that I don’t always know who is involved. I work directly with David (Founder & President, Lexicon Branding), and there are typically two to four other people from their end.

Depending on the project, the team could be anywhere from one to five people. We also frequently tap into their network of global experts to make sure that the name or names resonate with markets around the world.

How did you come to work with Lexicon Branding?

Initially, I connected with Lexicon through senior executives at my firm. I also spoke with some of our ancillary partners in other creative fields who had great success working with them. We first reached out to David and his team when we had the opportunity to work on a rebrand for Diet Coke.

The process for the Diet Coke project worked so seamlessly that we decided to bring David in for all of our high-profile naming projects. We’ve worked together in the insurance space, the food and beverage space, and for automotive industry clients. Many of these projects focus on unique, category-defining products or new companies that want to carve out space in their market.

When we find new clients, I always have Lexicon in my back pocket as a premier naming company. I rely on them because of their strategic thinking, their excellent process, and the final deliverables they create.

How much have you invested with them?

We’ve spent over a million dollars with Lexicon.

What is the status of this engagement?

I first started working with them in March 2016, and we’ve retained them as an ongoing partner.

RESULTS & FEEDBACK

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.

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