The Power of Naming in Branding

 David Placek from Lexicon - the man who named Vercel and Azure - explains the importance of selecting a name that goes beyond simply describing what a product does. He shares what you can do to come up with a great name. 

We cover:

• Common Naming Pitfalls: Discusses why names that merely describe a product or service fail to capture imagination and differentiation.
• The Strategic Impact of a Name: Explains how a well-chosen name can deliver significant returns on investment by reinforcing brand behavior and market positioning.
• Sound Symbolism and Cognitive Science: Covers research into how letter sounds (for example, the “V” in Vercel) influence perception and contribute to a name’s effectiveness.
• The Naming Process: Details the rigorous process behind naming—from trademark searches and legal reviews to global linguistic evaluations and whiteboard sessions with clients.
• Advice for Early-Stage Founders: Encourages startups to first define their market behavior and the change they intend to create. The right name will emerge from a clear strategic vision.

This episode is brought to you by WorkOS. If you're thinking about selling to enterprise customers, WorkOS can help you add enterprise features like Single Sign On and audit logs. 

Links:

• Lexicon Branding
• Vercel
• PG .com quote