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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