David Placek

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.

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.

David Placek, the founder of Lexicon Branding and an expert in brand naming, shares his insights on effectively branding AI products. He discusses the tension between short-term gains and long-term brand identity, emphasizing the need for emotional engagement to build credibility. Placek urges marketers to avoid simplistic names, advocating for more descriptive terms that convey product value. He warns against 'AI washing' in marketing claims, highlighting the risks of overused jargon that can dilute brand meaning, reminiscent of the dot-com era.