David Placek

Founder at Lexicon Branding

Founder of Lexicon Branding, pioneer of brand naming; invented names including PowerBook, Pentium, BlackBerry, Swiffer, Impossible Burger, Vercel, Windsurf, CapCut, and Azure.

The Growth Architect The Operator

Dimension Profile

Strategic Vision 60%

Execution & Craft 70%

Data & Experimentation 30%

Growth & Distribution 60%

Team & Leadership 30%

User Empathy & Research 60%

Key Themes

brand naming process discomfort as naming signal polarization as strength letter energy and feeling brainstorms don't work for naming name longevity

Episode Summary

David Placek, founder of Lexicon Branding and inventor of names like Pentium, BlackBerry, Swiffer, and Vercel, reveals the counterintuitive science of brand naming. He explains that team comfort with a name is actually a warning sign, polarization and tension indicate strength, and the universal belief that 'you'll know it when you see it' is almost always wrong. He shares the specific process for finding winning names and why brainstorms never produce great ones.

Leadership Principles

→ Your brand name — nothing will be used more often or for longer; design, messaging, and products will change, but the name persists
→ If your team is comfortable with the name, you don't have the name yet — look for polarization and tension as signs of strength
→ Most clients believe with full confidence they'll know the right name when they see it — the truth is it almost never happens

Notable Quotes

"Your brand name, nothing's going to be used more often or for longer than that name. Design will change, messaging will change, products will change, but that name is there."
— On why naming deserves serious investment

"When we presented Sonos, it was rejected because 'it's not entertainment-like.' We argued because I said, 'This is outside looking in, but I don't see you as an entertainment company.' Part of our job is to help people give the confidence to go bigger and be uncomfortable."
— On fighting for the Sonos name against client resistance

"We look for polarization. We look for tension in a team arguing about these things. Polarization is a sign of strength in the word. Most clients believe they're going to know it when they see it, and the truth is it almost never happens."
— On why discomfort and debate are positive signals in naming

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