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How to find the perfect name
In this episode, naming expert David Placek shares his foundational principles that helped him create some of the world’s most iconic brands: BlackBerry, Azure, Sonos, and Impossible Foods, to name a few.
Whether you’re launching a new company or naming a product, this episode will sharpen how you think about brand strategy and help you avoid costly mistakes.
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In this episode, you’ll learn:
• Why naming is the single highest-leverage brand decision you’ll make
• The 3 pillars of effective names
• How invented names outperform descriptive ones (and cost less to build)
• Why brainstorming rarely works - and what to do instead
• The story behind Intel’s Pentium and how one name changed the industry
• Why “Swiffer” made mopping fun
• How Vercel went from “Zeit” to a name built for momentum
• The 6 challenges every name must overcome in today’s AI-driven world
• What not to do: common naming traps that lead to forgettable brands
References:
• AMD: https://www.amd.com/
• Azure: https://azure.microsoft.com/
• BlackBerry: https://www.blackberry.com/
• Codeium: https://codeium.com/
• Dell: https://www.dell.com/
• HP: https://www.hp.com/
• Impossible Foods: https://impossiblefoods.com/
• Intel: https://www.intel.com/
• Lexicon Branding: https://www.lexiconbranding.com/
• Microsoft: https://www.microsoft.com/
• Navan: https://navan.com/
• Procter & Gamble: https://us.pg.com/
• Sonos: https://www.sonos.com/
• Subaru: https://www.subaru.com/
• Vercel: https://vercel.com/
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Published on 2 weeks ago