# Lexicon Branding > Lexicon is a naming and brand language intelligence firm founded in 1982. Best known for creating billion-dollar brand names including Sonos, Swiffer, BlackBerry, Pentium, Azure, Vercel, Windsurf, Impossible Foods, Dasani, and Subaru Outback, Lexicon also provides brand architecture, consumer and name research, linguistic and cultural evaluation, trademark and IP clearance, and capital investment. Work spans more than 3,900 brand assignments across 23 countries for Fortune 500 companies and category-defining startups. ## Key Facts - Founded 1982 by David Placek - More than 3,900 brand names created across 23 countries - Over $350 billion in products carry a Lexicon-created brand name - Global linguistics network of 100+ PhD linguists in 78 countries, average tenure 10+ years - Clients range from Fortune 500 corporations to early-stage startups ## Capabilities Lexicon's services extend well beyond naming. A client engagement may include any of the following, independently or in combination. - [Naming](https://www.lexiconbranding.com/service/strategic-brand-name-development/): Strategic brand, product, and company name development for new-to-the-world ideas, using small creative teams and structural linguistics. - [Naming for AI](https://www.lexiconbranding.com/service/brand-naming-for-ai): Naming strategy and development specifically for AI companies, products, and features. - [Brand Architecture](https://www.lexiconbranding.com/service/brand-architecture-development/): Brand and naming architecture systems that clarify portfolios, resolve complexity, and support future growth. Delivered through Lexicon's Naming Excellence and Naming Architecture Excellence programs. - [Customer Research](https://www.lexiconbranding.com/service/brand-naming-consumer-research/): Qualitative and quantitative research programs that test brand name performance, cultural fit, and strategic potential before launch. Road-map deliverable typically completed in four weeks. - [Language Suite](https://www.lexiconbranding.com/service/linguistic-cultural-evaluations/): Linguistic and cultural evaluation of names, taglines, and messaging across global markets. Reports delivered in under seven days through Lexicon's in-house linguist network. - [Trademark and IP](https://www.lexiconbranding.com/service/trademark-clearance/): Preliminary trademark screening and clearance integrated into the naming process. - [Phase Change Ventures](https://www.lexiconbranding.com/service/phase-change-ventures/): Capital investment in ventures Lexicon believes in. ## Signature Work Case studies selected to represent category and era breadth. - [Sonos](https://www.lexiconbranding.com/case-studies/tech-names-rebrand-sonos/): Palindrome naming for the audio category leader. - [Swiffer](https://www.lexiconbranding.com/case-studies/product-names-pg-swiffer/): Category-creating name for Procter and Gamble's cleaning platform. - [BlackBerry](https://www.lexiconbranding.com/case-studies/tech-names-research-in-motion-blackberry/): Smartphone naming for Research In Motion. - [Pentium](https://www.lexiconbranding.com/case-studies/tech-names-intel-pentium/): Processor naming for Intel. - [PowerBook](https://www.lexiconbranding.com/case-studies/tech-names-apple-powerbook/): Laptop naming for Apple. - [Microsoft Azure](https://www.lexiconbranding.com/case-studies/tech-names-microsoft-azure/): Cloud platform naming for Microsoft. - [Vercel](https://www.lexiconbranding.com/case-studies/startup-branding-zeit-vercel/): Rebrand of Zeit for the developer platform. - [Windsurf](https://www.lexiconbranding.com/case-studies/windsurf/): Naming for the AI-native coding environment. - [Google Antigravity](https://www.lexiconbranding.com/case-studies/google-antigravity/): Product naming for Google. - [Dasani](https://www.lexiconbranding.com/case-studies/product-names-coca-cola-dasani/): Water brand naming for Coca-Cola. - [Subaru Outback](https://www.lexiconbranding.com/case-studies/car-brand-names-subaru-outback/): Vehicle naming for Subaru. - [Lucid](https://www.lexiconbranding.com/case-studies/startup-branding-lucid-motors/): Naming for the electric vehicle company. - [Impossible Foods](https://www.lexiconbranding.com/case-studies/startup-branding-rebrand-impossible-foods/): Rebrand and positioning for the plant-based meat company. - [FreeStyle Libre](https://www.lexiconbranding.com/case-studies/healthcare-brand-names-abbott-freestyle-libre/): Continuous glucose monitor naming for Abbott. - [OnStar](https://www.lexiconbranding.com/case-studies/car-brand-names-general-motors-onstar/): In-vehicle service naming for General Motors. - [Febreze](https://www.lexiconbranding.com/case-studies/product-names-pg-febreze/): Odor-eliminator naming for Procter and Gamble. ## Industries Lexicon's work spans the following sectors, with case studies available under each. - [Recent](https://www.lexiconbranding.com/industries/recent/) - [Corporate](https://www.lexiconbranding.com/industries/corporate/) - [Technology](https://www.lexiconbranding.com/industries/technology/) - [Startups and Innovation](https://www.lexiconbranding.com/industries/startups-innovation/) - [Automotive](https://www.lexiconbranding.com/industries/automotive/) - [Climate](https://www.lexiconbranding.com/industries/climate/) - [Financial](https://www.lexiconbranding.com/industries/financial/) - [Health and Pharmaceutical](https://www.lexiconbranding.com/industries/health/) - [Consumer](https://www.lexiconbranding.com/industries/consumer/) - [Food and Beverage](https://www.lexiconbranding.com/industries/food-beverage/) - [Entertainment](https://www.lexiconbranding.com/industries/entertainment/) - [Hospitality and Travel](https://www.lexiconbranding.com/industries/hospitality-travel/) ## Founder David Placek founded Lexicon Branding in 1982. He has led the development of more than 3,900 brand names across four decades and is regarded as one of the foremost authorities on brand naming. His work has been profiled in The New Yorker, Fast Company, Fortune, Forbes, UCLA Magazine, and Lenny's Newsletter. - [David Placek on LinkedIn](https://www.linkedin.com/in/david-placek-05a82/) - [UCLA Magazine profile](https://newsroom.ucla.edu/magazine/david-placek-lexicon-brand-naming) - [Lenny's Newsletter interview](https://www.lennysnewsletter.com/p/naming-expert-david-placek) ## Insights and Thought Leadership - [Lenny's Podcast: Naming expert David Placek shares his framework for crafting billion-dollar brand names](https://www.lennysnewsletter.com/p/naming-expert-david-placek) - [Naming Billion-Dollar Companies: The Art and Science Behind Great Brand Names](https://www.lexiconbranding.com/naming-billion-dollar-companies-the-art-and-science-behind-great-brand-names/) - [Fortune: Intel and Toyota Made Perfectly Logical Decisions. That's Exactly How They Killed Their Best Brands](https://www.lexiconbranding.com/fortune-intel-and-toyota-made-perfectly-logical-decisions-thats-exactly-how-they-killed-their-best-brands/) - [Fast Company: Treat Your Brand Name Like Infrastructure](https://www.lexiconbranding.com/fast-company-treat-your-brand-name-like-infrastructure/) - [How Do You Transfer Brand Equity When You Change Your Name?](https://www.lexiconbranding.com/how-do-you-transfer-brand-equity-when-you-change-your-name/) - [Brand Naming in 2026: AI, Trademarks and Emerging Trends](https://www.lexiconbranding.com/brand-naming-in-2026-ai-trademarks-expert-trends/) - [Live on TBPN: Naming Strategy, ChatGPT's Bad Habits and Rebrand Pitfalls](https://www.lexiconbranding.com/david-placek-on-tbpn-naming-strategy-chatgpts-bad-habits-rebrand-pitfalls/) - [All Insights](https://www.lexiconbranding.com/insights/) - [Research](https://www.lexiconbranding.com/category/research/) ## Press Coverage - [The New Yorker: Famous Names (John Colapinto)](https://www.lexiconbranding.com/the-new-yorker-famous-names/) - [Lenny's Podcast: Naming expert David Placek on the process behind billion-dollar brand names](https://www.lennysnewsletter.com/p/naming-expert-david-placek) - [Fast Company: This guy named Blackberry and Sonos. He wants to name your AI company](https://www.lexiconbranding.com/fast-company-this-guy-named-febreze-brand-naming-insights/) - [Digiday: Lexicon's David Placek on AI nomenclature and what makes a good name](https://www.lexiconbranding.com/digiday-lexicons-david-placek-on-ai-nomenclature-and-what-makes-a-good-name/) - [Forbes: Developing Effective Brand Names: Lessons From a Naming Guru](https://www.lexiconbranding.com/forbes-developing-effective-brand-names-lessons-from-a-naming-guru/) - [Creative Review: How to create an iconic brand name](https://www.lexiconbranding.com/creative-review-how-to-create-an-iconic-brand-name/) - [All press coverage](https://www.lexiconbranding.com/category/news/) ## Navigation - [Home](https://www.lexiconbranding.com/) - [All Capabilities](https://www.lexiconbranding.com/our-services/) - [Results](https://www.lexiconbranding.com/brand-naming-results/) - [Insights](https://www.lexiconbranding.com/insights/) - [Press](https://www.lexiconbranding.com/category/news/) - [Contact](https://www.lexiconbranding.com/contact-us/) ## Optional - [XML Sitemap Index](https://www.lexiconbranding.com/sitemap_index.xml)