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Procter Gambles Swiffer, Febreze, the new Sonos sound system. Im the founder and president of Lexicon Branding. We want to create names that are noteworthy. Something that makes people think there may be something different here, something better for me. Lexicon has named almost 4,000 brands in 19 countries. Like BlackBerry, Dibs, and all of these. They charge somewhere between 40 and 250 thousand dollars. And David says its worth the price. Hes been naming things for over 30 years. And its not as simple as you might think. Theres a lot of work that goes into it, and its as much a science as it is an art. -One of the things that weve invested quite a lot of money in is this area of sound, technically called sound symbolism in the world of linguistics. Lexicon spent two million dollars and five years studying the sounds of letters and the associations we have with those sounds. -We went to Poland, France, Japan. And what we found was that some things are very universal.
