26:
236:
As of
October 1992, Lexicon had eight employees. As of February 1998, it had 15 employees and did about 60% of its business in the technology sector. An April 2004 article described the company as having 17 employees but said the "core creative team" was Placek and three others. As of November 2008,
397:
commuters, Lexicon determined that referring to e-mail in the name would induce stress in users. Encouraging RIM to choose a name that larger competitors would never think of, Lexicon proposed BlackBerry. The second B was capitalized because a linguistic study funded by
Lexicon suggested that the
434:", the name Microsoft chose. Placek said the name was chosen because the "Z" was perceived as fun and irreverent, it has one syllable compared with iPod's two, and it has a musical sound that rhymes with
303:
Pentium" to be
Porsche's highest-end car. In 1998, Placek said Pentium was the best name his company had come up with. The name was so successful that Intel named the chip's x86 successors after it:
380:
explained at the time that the new name was meant to evoke "integrating the enterprise". Analysts said
Borland proved to be a stronger brand, and by 2000 the company had switched the name back.
359:
for swift. As in 'accelerate.' And 'on.' As in 'turned on.' Celeron is seven letters and three syllables, like
Pentium. The 'Cel' of Celeron rhymes with 'tel' of Intel." Placek told the
1170:
1180:
1185:
1175:
1095:
259:
in 1991. Lexicon crafted the name to combine the notions of performance ("Power") and portability ("Book"). That same year, Lexicon came up with the name of Apple's
1127:
968:
713:
1190:
407:
s words, "one of the most 'reliable' in any language". Lexicon research also suggested that repetition of the B would promote relaxation in users.
690:
883:
593:
369:, and the novelty of the name as a whole reflects the product's novelty. It also was supposed to recall "Pentium's Greek roots".
338:
suffix evoked words like "metropolitan" and "meteor", the latter "suggesting something sophisticated, exciting and fast-moving".
1105:
1021:
326:'s retail division hired Lexicon to name the first location, to be in downtown San Francisco, of a newly planned chain of "
976:
438:, Apple's media distribution platform. Controversies arose due to similarities between the name and vulgar words in
327:
717:
263:
desktop computer, hoping to appeal to engineers with a name evoking technical terms like quadrant and quadriceps.
422:. Placek assigned three teams to come up with three names: one for the Microsoft player, one for a hypothetical
597:
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as the experience that inspired him to go into marketing. Before starting
Lexicon, he worked at the
765:
741:
466:
393:. RIM came with several ideas, including EasyMail, MegaMail, and ProMail. Based on interviews with
1069:
739:
Burgess, John (October 20, 1992). "Intel's fifth-generation chip no longer goes by the numbers".
517:
383:
166:
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937:
891:
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Lexicon
Branding, Inc. (Jun 18, 1997). "Sony entertainment center to rise in San Francisco".
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443:
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159:
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210:
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289:. On a list of such names was "Pentium", which stood out to Placek because the prefix
281:
and needed a name it could trademark. Lexicon suggested it should end with the suffix
25:
1164:
916:
Begley, Sharon (August 26, 2002). "What goes into a brand name? A letter at a time".
758:
667:
650:
502:
790:
308:
214:
124:
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691:"Tech's product name guru: meet the man who coined BlackBerry, Azure and more"
312:
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said that
Pentium became a more recognized brand than Intel itself and told
278:
256:
230:
136:
120:
837:
Beckett, Jamie (April 30, 1998). "Borland sheds past with new name, game".
494:
365:
said that the "X" of "Xeon" evokes "the next generation", "eon" refers to
426:
player, one for "a broadband experience for MTV." He refused to tell the
218:
803:
Cassidy, Mike (April 15, 1998). "Lexicon puts names on new technology".
964:
820:
Fost, Dan (June 29, 1998). "Intel betting on 'Warrior
Princess' chip".
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470:
372:
In 1998, Lexicon came up with a new name for the company then known as
342:
331:
300:
186:
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Beckett, Jamie (October 23, 1992). "Finding names in unusual places".
525:
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From
Altoids to Zima: the surprising stories behind 125 brand names
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103:
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431:
423:
419:
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described Lexicon's reasoning behind the former name: "Celer is
346:
323:
202:
140:
127:
for companies and products. The company devised the brand names
1128:"Lexicon's Latest Brand Naming Study Results: Spelling Matters"
1046:
Underwood, Elaine (August 19, 1996). "Levi's new dress code".
1025:
665:
Frankel, Alex (April 24, 2004). "The making of a brand name".
319:
in 2011 that the name "was one of our great success stories."
295:
could refer to the fifth generation of x86. Lexicon conducted
123:
firm founded in 1982 by David Placek. It focuses on selecting
330:" designed to promote the Sony brand. Lexicon chose the name
285:
to connote a fundamental ingredient of a computer, like a
205:
with a degree in political science. He cites his work as
446:. In 2008, Lexicon came up with the name of Microsoft's
197:
David Placek founded Lexicon in 1982. Placek grew up in
299:
and found that consumers would expect a hypothetical "
969:"Microsoft dismisses music player's linguistic lapse"
648:
Alexander, Steve (February 9, 1998). "In name only".
856:"It's back to 'Borland' for troubled software maker"
98:
90:
80:
64:
56:
48:
40:
32:
1022:"With billions at stake, firms play name that mop"
757:
623:
621:
619:
240:As of June 2010 the company was headquartered in
1171:Public relations companies of the United States
643:
641:
598:"Business entity detail: Lexicon Branding, Inc"
244:, and had offices in London and New York City.
414:approached Lexicon to find a name for its new
341:Intel hired Lexicon again in 1998 to name the
714:"Lexicon Branding opens New York City office"
8:
1181:Privately held companies based in California
18:
1186:Companies based in Marin County, California
1094:Heath, Dan; Heath, Chip (January 3, 2011).
931:
929:
884:"Catchy product names that stick in memory"
556:
554:
552:
550:
548:
546:
544:
542:
540:
24:
17:
1065:"A name so smooth, the product glides in"
684:
682:
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712:Lexicon Branding, Inc. (June 15, 2010).
386:hired Lexicon in 1998 to name their new
1176:Marketing companies established in 1982
536:
1089:
1087:
878:
876:
689:Wailgum, Thomas (November 11, 2008).
7:
1096:"How to pick the perfect brand name"
94:Corporate and brand name development
213:'s unsuccessful 1976 campaign for
14:
1191:1982 establishments in California
1020:Blair, Elizabeth (May 13, 2011).
854:Wong, Wylie (November 8, 2000).
594:Secretary of State of California
233:) and an agency called S&O.
936:Fost, Dan (November 14, 2006).
1063:Herz, JC (November 26, 1998).
229:(where he became a devotee of
1:
270:was preparing to launch its
477:'s Slates dress pants, the
328:urban entertainment centers
1207:
334:because they believed the
237:Lexicon had 26 employees.
888:Christian Science Monitor
430:which team came up with "
227:Foote, Cone & Belding
23:
1001:. CNN. February 22, 2001
453:Lexicon also christened
418:to compete with Apple's
943:San Francisco Chronicle
919:The Wall Street Journal
840:San Francisco Chronicle
823:San Francisco Chronicle
631:San Francisco Chronicle
448:Azure Services Platform
428:San Francisco Chronicle
376:: Inprise. Borland CEO
367:the long period of time
362:San Francisco Chronicle
311:, and so on. Intel CEO
967:(September 15, 2006).
505:miniature toothbrush,
475:Levi Strauss & Co.
395:San Francisco Bay Area
199:Santa Rosa, California
117:Lexicon Branding, Inc.
19:Lexicon Branding, Inc.
806:San Jose Mercury News
756:Morris, Evan (2004).
524:odor eliminator, and
507:the Coca-Cola Company
483:Embassy Suites Hotels
416:portable media player
374:Borland International
352:San Jose Mercury News
242:Sausalito, California
201:, and graduated from
183:Embassy Suites Hotels
70:Sausalito, California
1132:www.businesswire.com
999:"Ahead of the curve"
766:Simon & Schuster
497:'s Dibs confection,
467:Procter & Gamble
223:advertising agencies
742:The Washington Post
564:(October 3, 2011).
513:bottled water, the
20:
1108:on October 9, 2011
1070:The New York Times
398:letter "B" is, in
384:Research In Motion
86:David Placek, CEO
720:on April 25, 2012
119:, is an American
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113:
1198:
1144:
1143:
1141:
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1134:. March 22, 2011
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1104:. Archived from
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975:. Archived from
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938:"Name That Zune"
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604:on April 2, 2010
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574:. pp. 38–43
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479:Oldsmobile Alero
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287:chemical element
272:fifth-generation
261:Macintosh Quadra
189:, among others.
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106:.lexiconbranding
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562:Colapinto, John
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487:Hewlett-Packard
444:Canadian French
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297:market research
255:introduced its
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207:press secretary
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1136:. Retrieved
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1122:
1110:. Retrieved
1106:the original
1101:Fast Company
1099:
1074:. Retrieved
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1058:
1047:
1041:
1029:. Retrieved
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1003:. Retrieved
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981:. Retrieved
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718:the original
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602:the original
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576:. Retrieved
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520:, P&G's
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277:-compatible
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65:Headquarters
33:Company type
15:
1138:January 26,
1112:October 12,
1076:October 15,
1031:October 12,
1005:October 12,
983:October 12,
949:October 12,
901:January 26,
865:October 12,
791:PR Newswire
775:October 12,
724:October 12,
697:October 12,
608:October 12,
578:October 12,
349:chips. The
309:Pentium III
215:U.S. Senate
125:brand names
1165:Categories
973:Canada.com
768:. p.
532:References
465:vehicles,
313:Andy Grove
305:Pentium II
253:Apple Inc.
133:BlackBerry
82:Key people
1049:Brandweek
896:0882-7729
693:. CIO.com
473:cleaner,
412:Microsoft
410:In 2006,
378:Del Yocam
322:In 1997,
279:microchip
266:In 1992,
257:PowerBook
231:Synectics
137:PowerBook
121:marketing
44:Marketing
463:Forester
219:Missouri
160:Forester
91:Services
41:Industry
965:Canwest
522:Febreze
499:Colgate
491:DeskJet
471:Swiffer
459:Outback
388:two-way
343:Celeron
332:Metreon
301:Porsche
248:Clients
193:History
187:Metreon
171:DeskJet
156:Outback
149:Febreze
145:Swiffer
129:Pentium
99:Website
57:Founder
49:Founded
36:Private
894:
526:OnStar
515:Toyota
511:Dasani
495:Nestlé
455:Subaru
440:Hebrew
436:iTunes
179:OnStar
175:Dasani
164:Toyota
153:Subaru
518:Scion
405:'
391:pager
357:Latin
336:metr-
292:pent-
268:Intel
217:from
167:Scion
1140:2024
1114:2011
1078:2011
1033:2011
1007:2011
985:2011
951:2011
903:2024
892:ISSN
867:2011
860:CNET
777:2011
726:2011
699:2011
610:2011
580:2011
503:Wisp
461:and
442:and
432:Zune
424:Sony
420:iPod
347:Xeon
345:and
324:Sony
283:-ium
203:UCLA
185:and
158:and
141:Zune
108:.com
52:1982
1026:NPR
770:150
509:'s
501:'s
489:'s
469:'s
457:'s
275:x86
209:in
104:www
1167::
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