Lexicon Branding, Inc, is an American marketing firm founded in 1982 by David Placek.
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12 Facts About Lexicon Branding
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Lexicon Branding devised the brand names Pentium, BlackBerry, PowerBook, Zune, Swiffer, Febreze, Subaru Outback and Forester, Toyota Scion, DeskJet, Dasani, OnStar, Embassy Suites Hotels and Metreon, among others.
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Lexicon Branding crafted the name to combine the notions of performance and portability.
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That same year, Lexicon Branding came up with the name of Apple's Macintosh Quadra desktop computer, hoping to appeal to engineers with a name evoking technical terms like quadrant and quadriceps.
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David Subaru Outback Embassy Suites BlackBerry Toyota OnStar Zune US Senate Missouri Borland Microsoft6.
Lexicon Branding suggested it should end with the suffix -ium to connote a fundamental ingredient of a computer, like a chemical element.
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Lexicon Branding conducted market research and found that consumers would expect a hypothetical "Porsche Pentium" to be Porsche's highest-end car.
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In 1998, Lexicon Branding came up with a new name for the company then known as Borland International: Inprise.
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The second B was capitalized because a linguistic study funded by Lexicon Branding suggested that the letter "B" is, in The New Yorkers words, "one of the most 'reliable' in any language".
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Lexicon Branding research suggested that repetition of the B would promote relaxation in users.
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In 2006, Microsoft approached Lexicon Branding to find a name for its new portable media player to compete with Apple's iPod.
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In 2008, Lexicon Branding came up with the name of Microsoft's Azure Services Platform.
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