The Art of the Name: The Man Behind Swiffer, BlackBerry & Lucid—and 100+ Iconic Brands, with David Placek, President & Founder of Lexicon Branding

What do BlackBerry, Swiffer, Impossible Burger, Sonos, and Febreze have in common? They were all named by one man—David Placek, founder of Lexicon Branding, the agency behind more than 100 iconic brand names. Fast Company calls Lexicon “the most envied branding agency in the world.”A 3i Member since 2024, David has spent decades naming companies—from Silicon Valley startups to global giants like Apple and Coca-Cola—craft the language that defines their brands. He also lectures on creativity at Stanford GSB and UC Berkeley Haas, advises startups, and runs River Lane Vineyard in Sonoma.In this episode, David sits down with Mark Gerson to reveal the surprising stories behind some of the world’s most recognizable names—and why the best ideas often come from unexpected places. He explains:• How Lexicon’s three-team system helps spark creativity through controlled chaos• The strategy behind names like Impossible, PowerBook, and Dasani• Why the sound of a name matters just as much as its meaning• How risk, discomfort, and even polarization signal a name that has real power• What entrepreneurs often get wrong when naming their company or product