• 26 Reasons Brands Work…Or Sometimes Don’t
  If branding people had a wish list to make their jobs easier — with easier meaning to quickly create a new and memorable name — high up on that list would be new letters to add to our alphabet. You’d think that combining and recombining the usual 26 letters, A to Z, would be enough to keep people busy. And yet, those 26 symbols may not be enough.
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• A History of Blends in Brands, from Early Hominids to Exencial
  What’s the strategy behind new corporate names like Advizent, Aspiriant, Exencial, and Fortigent? Is this a return to the wonkish, Latin-clad constructions of the era that begat Accenture, Agilent, and Altria? And if so, why?
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• Avid Revolutionizing the world of audio & video production
  Avid is a global leader in solutions for digital media creation and the distribution industry. Over the years, many of its award-winning products—including ProTools, Media Composer, and Interplay—have defined their respective markets.
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• Content Creation and Delivery
  GlobalLogic helps its customers build products that create, manage, and deliver diverse media content via multiple communication channels
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• Content Creation and Delivery in The Digitally Communicative world
  The technological era with smart phones, eBook readers, and tablet computers have changed the way people access information and interact with it.
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• Create, Manage, and Deliver Diverse Media Content via Multiple Communication Channels
  The advent of the Internet and its paraphernalia has provided media and entertainment companies with new opportunities for content creation and delivery. Besides, the emergence of cloud and mobile technologies significantly contributed to this goal.
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• Forever Socks
  The joke about things being analogous to socks is that “you change them every day.” Brand names should not be seen that way at all, of course. When you settle on a trademark — after having gone through all the convolutions to create it, research it, register it, and then promote it — the last thing you want to do is change it.
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• Getting the Name You Want: Dealing with Trademark Obstacles
  The United States Patent and Trademark Office recently reported the active trademark registrations for fiscal year 2010: a record-breaking 1,614,121. This is for the US alone. In an increasingly global marketplace, the trademark clutter is harder and harder to cut through, especially in software or consumer electronics, where your phone is a camera and a computer and by the end of this piece, it may even be a cappuccino machine.
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• How Far Will Your Brand Stretch?
  Clients looking for a new brand name often warn that it must be easy to spell (among a host of other concerns) when, in reality, that’s a consideration that can have little bearing on a brand’s ability to be embraced.
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• Importance of Content Creation
  Content creation and consumption today is an essential aspect of our everyday lives. Everyone consumes or uses content through mail, RSS feeds comprising blogs, web search and many more.
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• Mondelez: A Rough Maiden Voyage?
  We have seen an enormous amount of press for Mondelez, the name planned for Kraft’s new snack division, to be spun off from Kraft’s grocery business. If in the marketing business any publicity is a good thing, then this is a good thing.
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• Spelling Matters
  Does how you spell a word really matter? English is rife with spelling rules and idiosyncrasies – for example, there’s the old mnemonic “i before e, except after c.” But what about weird? And then there are the many ways that the string ough can be pronounced: cough, tough, though and through are the usual examples.
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• Telling Details
  In creating new brand names we often look for images related to a product that bring out its essence. Images that may seem quite extraneous at first sometimes turn out to be the most effective when it comes to conveying the essence of an idea.
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• The Corporate Name: What Goes Into It and Why Is It So Important?
  I was recently asked those two questions by a reporter for Forbes. The answers are so key that it’s worth restating them here. Let’s start with the question regarding the importance of a corporate name (or any brand name for that matter).
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• Throwing The Market A Curve
  Some of the brand name development efforts that happen at Lexicon® Branding remain in the shadows. It may be a name for a select segment of software engineers. Or a major brand’s soft drink that gets test marketed in Topeka, Kansas, and never gets any closer to a rollout.
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• Want Your Startup Name In The Dictionary? Choose Wisely
  The English language is constantly evolving. Experts at Merriam-Webster and the Oxford English Dictionary perennially add words that have been invented and accepted in our daily lexicons. The practice can be controversial, however, since it sometimes involves removing other, older words entirely.
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