On Naming

Naming a product or company is deceivingly difficult. It’s one of the hardest things we do in marketing. It seems straightforward from the outside looking in, and with tools like Claude and ChatGPT it’s super easy to generate a ton of grist for the naming mill. But there’s more to it than that.

The key to naming success isn't about creating volume and coverage — though that is important. It’s much more about embracing a process of discovery, reflection, and discourse between stakeholders. It’s understanding why something is meaningful (or not), it’s leaning into tension and exploring future potential, and as David Placek, founder of Lexicon Branding recently shared on Lenny Rachitsky’s Podcast, it’s exploring “the experience and behavior” a name might create.

It’s a good listen. David and his firm are among the very best at what they do. He offers some smart, thoughtful advice to founders who want to name their product or company. He shares the fundamentals of his firm’s process, and it’s a winning recipe for sure. However it should probably come with a warning for those who try to go it alone: without the support and guidance of someone who’s led this work before, your mileage may vary.