David Placek, the founder and CEO of Lexicon, boasts a rich history of classifying groundbreaking businesses and products. With over four decades of experience, his firm has crafted numerous brand names that have achieved iconic status.
While Pentium and Powerbook stand out in Lexicon’s portfolio, the company is also credited with naming Blackberry, Sonos, Azure, and Oculus Go. Beyond software, Lexicon has extended its expertise to automotive brands for electric vehicles like Lucid and Subaru, including titles such as Outback and Forrester. Additionally, in the realm of household products, Lexicon has conceptualized names like Swiffer, Febreze, the Impossible Burger, and Embassy Suites.
In a recent conversation with Digiday, Placek delved into the evolving landscape of naming conventions, the essence of a compelling name, and the latest trends in AI nomenclature as the domain expands its unique lexicon. He emphasized Lexicon’s avoidance of anthropomorphic references and its ongoing collaborations with three AI startups.
Drawing a parallel to the era of IBM’s groundbreaking release of the IBM 360, Placek remarked on the current surge in processing power, likening it to a significant leap in technological advancement.
When contemplating the ideal sound profile for AI names compared to earlier technical entities, Placek advised aspiring businesses to strike a harmonious balance, steering clear of overly harsh tones. He highlighted the importance of avoiding excessive complexity in alignment with the evolving AI landscape.
In terms of consumer appeal and resonance, Lexicon has conducted extensive market research focusing on audio imagery—a branch of linguistics that evokes diverse associations. Placek underscored the global universality of certain sounds, citing the example of the letter “V” symbolizing spontaneity and vitality across different cultures. Lexicon’s unique database, compiled over four years across nine countries, offers a nuanced understanding of sound symbolism.
Reflecting on naming patterns within subcategories like big speech models, AI startups, and AI products, Placek emphasized the need for flexibility in commercial branding. He underscored the distinction between crafting names for corporate entities versus individual products, highlighting the strategic nuances involved.
Regarding Microsoft’s Copilot program, Placek commended the choice of a relatable and universally recognizable name, predicting its widespread acceptance across diverse cultures.
The swift global proliferation of AI and its impact on multilingual naming strategies were also discussed. Placek emphasized the rapid internationalization of AI technologies, necessitating meticulous attention to linguistic nuances and cultural sensitivities in name selection.
Incorporating AI tools into Lexicon’s workflow, Placek revealed ongoing experimentation with platforms like ChatGPT, Claude, Bard, and Perplexity. While these tools offer analytical insights, their utility in the creative process of naming remains limited. Placek expressed optimism about the future potential of AI in naming practices, underscoring its evolving role in information retrieval and analysis.
