The Diamond Naming Strategy
by David Placek • Founder at Lexicon Branding
The legendary founder of Lexicon Branding, responsible for naming iconic products and companies including BlackBerry, Pentium, Swiffer, Sonos, Azure, Vercel, and the Impossible Burger. He pioneered the use of linguistics and sound symbolism in commercial naming.
🎙️ Episode Context
David Placek demystifies the black box of product naming, transforming it from a creative guessing game into a rigorous science combining linguistics, cognitive psychology, and strategy. He challenges the common desire for 'comfortable' names, arguing that distinctiveness requires discomfort and friction. The episode details Lexicon's proprietary three-step process, specific exercises for founders to define their 'win' state, and the hidden power of sound symbolism in influencing consumer behavior.
Problem It Solves
Prevents teams from brainstorming random words without a clear strategic north star, or focusing on 'cool' names that don't drive business goals.
Framework Overview
A geometric exercise to align stakeholders on the specific behavior and experience the name must evoke before any creative work begins.
🧠 Framework Structure
Draw a diamond. At the top, write 'WI...
Right Point: 'What do we HAVE to win?...
Bottom Point: 'What do we NEED to win...
Left Point: 'What do we have to SAY t...
Synthesize: Focus the naming effort o...
When to Use
At the very beginning of a naming project, before any brainstorming occurs, to align co-founders or stakeholders.
Common Mistakes
Listing 'A good name' under 'What do we need to win' (circular logic) or rushing the exercise in under an hour.
Real World Example
Used generally by Lexicon to help startups move from 'we need a name' to 'we need to signal a specific behavior'.
It’s not about the past. You’re actually creating the future... We’re creating an experience for you.
— David Placek