More Than a Name: Building a Brand That Stands for Something
I recently read an article about David Placek, founder of Lexicon Branding, the agency responsible for some of the world’s most recognizable brand names. His success stories include BlackBerry, Swiffer, Azure, Dasani, and Pentium, just to name a few. What struck me wasn’t only the impressive list of brands, but Placek’s philosophy on naming. He...








