Lexicon’s David Placek on AI nomenclature and what makes a good name
By Marty Swant
Naming new companies and new products in new categories is something Lexicon CEO and Founder David Placek has done for decades. His agency, founded more than 40 years ago, has come up with numerous brands’ brand names that evolved from novel to iconic.
Lexicon’s list includes Pentium and Powerbook, but it’s also the brain behind Blackberry, Sonos, Azure and Oculus Go. Beyond tech, it’s also come up with car names including Outback and Forrester for Subaru and EVs like the Lucid. It also came up numerous other names including the Impossible Burger and Embassy Suites along with Swiffer and Febreze.
As the world grows its own AI lexicon, Digiday spoke with Placek to talk about the the emerging category, what makes a good name and current trends in AI names. (He also mentioned Lexicon is currently working with three AI startups, but staying away from anything anthropomorphic.)
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Source:: Digiday
