Lenny’s Podcast91 min
Naming expert shares the process behind creating billion-dollar brand names like Azure, Vercel, Windsurf, Sonos, Blackberry, and Impossible Burger
David Placek · Jun 29, 2025
Key learnings
- Expect that you won't recognize the right name immediately; Placek says clients almost always believe they will, but it rarely…
- Treat a strong brand name as a long-lasting asset, since it is used more often and for longer than design, messaging, or…
- Seek distinctiveness over descriptiveness; a descriptive name like 'Cloud Pro' blends into a crowded market, while a distinctive…