Read the original at Lenny’s Newsletter ↗lennysnewsletter.com · subscriber post
By Lenny Rachitsky · lennysnewsletter.com · @lennysan on X · YouTube · LinkedIn
David Placek of Lexicon Branding outlines a step-by-step naming playbook drawn from decades of work on brands like Swiffer, Pentium and Vercel. He argues that a strong name builds trust, communicates an original idea rather than describing the product, and stays easy to process, supported by a disciplined process rather than casual brainstorming.
Subscriber post — summary only01Key takeaways
- Names carry more weight now, given AI-driven noise, trademark clutter and short attention spans.
- Build for trust: a name should feel familiar while still sparking imagination and momentum.
- Avoid descriptive names; original, invented words signal novelty and aid memorability.
- Generate over a thousand ideas before shortlisting, and rely on small teams rather than large brainstorms.
- Use a framework defining winning, required capabilities and messaging to align naming with broader brand strategy.
“The right name is a competitive advantage that no one can take away from you.”David Placek · Lenny’s Newsletter
“Don't play it safe.”David Placek · Lenny’s Newsletter
02Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.