Naming expert shares the process behind creating billion-dollar brand names like Azure, Vercel, Windsurf, Sonos, Blackberry, and Impossible Burger | David Placek (Lexicon Branding)

David Plasik, founder of Lexicon Branding, explores the significance of brand naming in this episode. He explains that the name of a product or company is often the most frequently used and enduring element in branding. Plasik recounts his experience with the name 'Sonos', which faced initial rejection but ultimately proved successful by prioritizing the customer experience over internal comfort. He emphasizes that a great name often elicits polarized reactions, indicating strength. Plasik outlines his systematic approach to naming, involving three stages: identification, invention, and implementation. The identification phase focuses on understanding the brand's behavior and desired marketplace presence. Invention is achieved through small team brainstorms guided by psychological insights on sound symbolism. Finally, in the implementation phase, names are tested with potential customers and visualized through prototypes to strengthen internal buy-in. Plasik also shares advice for startups, recommending a focus on defining winning outcomes and exploring unconventional inspirations to create memorable names. His insights highlight that successful naming requires boldness and a deep understanding of the emotional resonance of words and experiences.