The Science of Product Naming

Through his company Lexicon Branding, David Placek has named over 4,000 brands including Swiffer, Febreeze, and Dasani. His ability to create successful product names could be considered an art form, but his approach is more scientific. Placek utilizes sound symbolism — a method that tracks feelings evoked from certain letters all across the globe, ensuring your product gives off the right vibes to every customer around the world.

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