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Lexicon Branding
Lexicon Branding, Inc., is an American marketing firm founded in 1982 by David Placek. It focuses on selecting brand names for companies and products. The company devised the brand names Pentium, BlackBerry, PowerBook, Zune, Swiffer, Febreze, Subaru Outback and Forester, Toyota Scion, DeskJet, Dasani, OnStar, Embassy Suites Hotels and Metreon, among others.
==History==
David Placek founded Lexicon in 1982. Placek grew up in Santa Rosa, California, and graduated from UCLA with a degree in political science. He cites his work as press secretary in Warren Hearnes's 1976 campaign for U.S. Senate from Missouri as the experience that inspired him to go into marketing. Before starting Lexicon, he worked at the advertising agencies Foote, Cone & Belding (where he became a devotee of Synectics) and S&O.
As of October 1992, Lexicon had eight employees.〔 As of February 1998, it had 15 employees and did about 60% of its business in the technology sector. An April 2004 article described the company as having 17 employees but said the "core creative team" was Placek and three others. As of November 2008, Lexicon had 26 employees.
As of June 2010 the company was headquartered in Sausalito, California, and had offices in London and New York City.
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