In branding and design, as in music, there are indeed one-hit wonders.
But then there’s this: Sonos; Subaru Outback; Febreze; Pentium; Swiffer; Impossible Foods; Adobe InDesign; Xbox Live; BlackBerry; Microsoft Azure; OnStar; Nissan Rogue; Scion; Freeform; Dasani; Gold Peak; Truvia; Humira; Embassy Suites; Homewood Suites; Afar . . . and the list goes on.
All of these names came from one place: Lexicon Branding, which has blended linguistics, science, and research to dole out thousands of monikers in numerous industries over the past four decades. But across all those years and clients, founder David Placek says he has never seen a category emerge quite like AI.
New AI offerings are constantly debuting that carry the potential to reshape so many aspects of our lives. And, well, they all need names. So with Placek’s phone buzzing every week with AI-naming quandaries, we wondered: What makes this moment in brand naming unique—and what does the reigning guru of the craft think about the names of today’s leading platforms?
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