How to name your startup: David Placek - named Vercel, Azure & Blackberry
Feb 27, 2025
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David Placek, founder of Lexicon Branding and the creative mind behind names like Vercel and Azure, shares his expertise on naming startups. He discusses common pitfalls when choosing names that simply describe products. Placek emphasizes the psychological impact of sound symbolism and how names can enhance brand perception. He outlines a rigorous naming process and advises early-stage founders to clarify their market goals, ensuring their name reflects a strategic vision. A great name, he argues, is key to standing out and driving success.
Selecting a name that embodies originality and forward-thinking can significantly enhance a brand's recognition and market success.
Understanding sound symbolism and the cognitive impact of letter sounds is crucial for creating memorable and engaging brand identities.
Deep dives
The Significance of Innovative Naming
Innovative naming is crucial for standing out in a competitive market, as a great name can significantly influence a brand's recognition and success. Descriptive names like 'InfoSeek' tend to lack originality and fail to spark curiosity, whereas names like 'Google' convey innovation and uniqueness. For instance, the name 'Vercel' was crafted to reflect its dynamic branding strategy, utilizing sound symbolism to create an engaging auditory experience that captures attention. This approach emphasizes that a brand's name should evoke a sense of originality and a forward-thinking identity.
Common Pitfalls in Naming
One of the most frequent mistakes in naming is the inclination to adopt a safe and descriptive name, which can lead to becoming lost in a crowded marketplace. Many startups choose names that explain what they do, which often results in lesser engagement and interest from potential customers. This tendency is observed broadly in the technology industry, where many companies opt for conventional names, missing the opportunity to create a distinctive brand identity. The example of 'Google' surpassing 'InfoSeek' illustrates how the former's unique and inventive name positioned it as a leader in the search engine space.
Importance of Sound Symbolism
Sound symbolism plays an essential role in how names are perceived and remembered by audiences. Certain phonetic qualities evoke specific feelings and associations, influencing the overall impact of a brand name. The letter 'V' in 'Vercel' was chosen for its perceived energy and daring quality, which aligns with the company's innovative nature. Research shows that names with strong phonetic elements can enhance brand memorability and encourage consumer curiosity, making them valuable assets in a company's marketing strategy.
The Value of Strategic Naming
Investing in a strong brand name yields substantial returns, often exceeding 100 times the initial investment. Names serve as long-lasting identifiers that communicate the essence of a brand, thus making them one of the most critical components of marketing. Companies like 'Impossible Foods' exemplify how a compelling name can resonate deeply with consumers, allowing them to carve out a unique position in the market. By prioritizing name creation as a meaningful investment rather than a mere expense, businesses can ensure they establish a strong marketplace presence from the beginning.
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.
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