Lenny's Podcast: Product | Growth | Career

Naming expert shares the process behind creating billion-dollar brand names like Azure, Vercel, Windsurf, Sonos, Blackberry, and Impossible Burger | David Placek (Lexicon Branding)

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Jun 29, 2025
David Placek, founder of Lexicon Branding, shares insights from over 40 years of creating memorable brand names like Sonos and Azure. He discusses a unique three-step process that can give companies an edge beyond marketing budgets. Discover why Microsoft once deemed Azure a “dumb name” and how polarizing opinions signal the right choice. Learn about the psychological vibes of letters, the diamond framework for naming, and why the relevance of domain names is changing in the AI era.
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Sonos Naming Battle

  • David Placek fought hard for the name Sonos despite initial client rejection.
  • He convinced the team to name it for the market and customers, leading to its success.
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Naming Comfort vs Boldness

  • Clients often believe they'll "know it when they see it" but rarely do.
  • Comfort drives initial reaction, but boldness and discomfort indicate a strong name.
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Azure's Initial Rejection

  • Microsoft initially disliked the name Azure, calling it "a dumb idea."
  • Eventually, Azure became a $100 billion brand representing Microsoft’s cloud platform.
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