“Today my guest is David Classic. David is the founder of Lexicon branding which pioneered the field of brand naming”
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David Placek
David is the founder of Lexicon branding which pioneered the field of brand naming
1 episode · 1 sourced appearance
Appearances and evidence
Short attributed excerpts only. Timestamps are approximate.
Frameworks in these episodes
Episode-linked context, not an unsupported claim of authorship.
Marketing3 steps
Identify–Invent–Implement Naming Process
The three-phase discipline Lexicon uses to engineer names, not just brainstorm them.
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Mindset3 steps
Polarization as a Naming Signal
If the team is comfortable with the name, you don't have the name yet — look for tension.
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Marketing3 steps
Sound Symbolism Letter Selection
Choose a name's letters for the feelings their sounds evoke, not just their meaning.
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Marketing3 steps
The Competitor-Launch Name Probe
Test a name by pretending a rival just launched it and watching what it makes people imagine.
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Marketing4 steps
The Naming Diamond Exercise
A four-corner worksheet that turns a naming problem into a behavior-and-experience brief.
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Innovation3 steps
Three-Team Blind Briefing
Disguise the real assignment across parallel teams so creatives are free to make useful mistakes.
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Resources in their episodes
- 1883
- 1923
- BlackBerry
- Churchill: Walking with Destiny
- Codeium
- DreamWorks
- Hardy fly rod
- Harry Potter
- Lawrence of Arabia
- Lenny's Podcast
- Microsoft
- Microsoft Azure
- MIT
- Resilience: Hard-Won Wisdom for Living a Better Life
- Sonos
- Stanford University
- Swiffer
- University of California, Berkeley
- Vercel
- Windsurf
- Y Combinator
- Yellowstone
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