Lexicon Branding

“Most clients, and I can understand this, right? They come to a naming project absolutely believing with full confidence that they're going to know it when they see it, and the truth is it almost never happens.”

“200 names is not enough, right? Get, get to a 1015 hundred names and directions. Don't evaluate them. Just generate names and directions and ideas and then have a meeting and don't evaluate, but speculate.”

“We look for polarization. We look for attention in a team about arguing about these things. Because we think that polarization is a sign of strength in the word”

“Our conversations always start with, talk to us about how you behave now and how you want to behave in the future. As opposed to, tell me about your positioning. Tell me about your values. Tell me about your mission. That's really kind of old thinking. It's ve…”

“I'd go back to think about, forget about the word, think about behavior and experience. And then the second thing from just a creative help. I'm a big believer in synchronicity. And we try to sort of force synchronicity here, and I'll give you a couple example…”

“Part of why clients don't like The bolder names, the more imaginative names that we present is they are looking for comfort, and that's the opposite that what you want to do. And part of our job here is to help people to give the confidence that going bolder a…”

“We know from the research we've invested in that compounds Like PowerBook or Facebook are multipliers of associations because there's wind and there's circles around that, you know, and then there's surf images around that. So one plus one equals three, right?”

“When you think about how the brain processes information we're told by a number of cognitive science that our brains are a little bit on the lazy side. We don't like complex things. And so we really strive to make all of our solutions relatively easy for, so f…”

“V from our research that we've done is the most alive and vibrant sound in the English alphabet. And that's whether you were born in Rome or in, you know Sausalito, California.”

“And so when people are working on what they know is not the real assignment, they are now free to make all kinds of mistakes. And so most of our names have come out of the second or third team”

“I think it's a wonderful name, and it is somewhat of a, somewhat ironic that the entertainment industry in general has pretty mundane names, right? So you have all these talented people, and yet when you look at the names of production studios, movie houses Yo…”

“We don't use large brainstorming. Sessions. I did when I first started the company. I used freelancers. I used brains, bards, brainstorming groups. And along the way through some analysis, we really discovered that that was not really working for us, that actu…”