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, founder of Lexicon Branding, about the science and art of brand naming. Placek shares insights into Lexicon's naming process, emphasizing the importance of understanding a brand's desired behavior and experience, rather than just its mission or values. He details the three-step process: identify, invent, and implement, highlighting the use of small, diversely briefed creative teams and linguistic analysis to generate distinctive and effective names. Placek also discusses the psychology behind name selection, advocating for bold, uncomfortable names that create asymmetric advantage in the marketplace, and offers practical advice for founders and product teams on how to approach naming, even with limited resources.