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

In this episode of Lenny's Podcast, host Lenny Rachitsky interviews David Placek, the founder of Lexicon Branding, about the art and science of brand naming. Placek shares insights into Lexicon's unique process, which involves identifying brand behavior, inventing names through creative teams and linguistic analysis, and implementing the chosen name with client support. He emphasizes the importance of being bold and distinctive, creating an experience rather than just a descriptive label, and embracing polarization as a sign of a strong name. Placek also provides actionable advice for founders and product teams on how to approach naming, including a diamond exercise to define winning and focusing on behavior and experience.