[VIDEO] How to Name a Product, From the Man Behind Swiffer

February 15, 2019

There are few things more important to a product than a solid brand name. After all, the title on an item’s label will stick around long after the people who originally created it are gone. That’s why many major companies seek out the services of Lexicon Branding, a marketing firm that comes up with product names. This video looks at the company’s process and how it developed recognizable brand names like Swiffer, Febreeze, and Blackberry.

Questions:

  1. Do you think it’s worth the money for companies to pay Lexicon Branding as much as $250,000 for a product name? Why or why not?
  2. Why is Lexicon Branding’s job more difficult now than it was in the past?

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