n&t

Fascinating!

“Lexicon’s most successful names—among them Pentium, for Intel; Swiffer, for Procter & Gamble; PowerBook, for Apple; Dasani, for Coca-Cola—have become immensely lucrative global brands, which collectively have brought in billions of dollars for their companies. Lexicon’s founder and C.E.O., David Placek, maintains that the best name brands, like poems, work by compressing into a single euphonious word an array of specific, resonant meanings and associations…”