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David Placek is an American brand strategist and entrepreneur, best known as the Founder and President of Lexicon Branding, a naming agency responsible for creating iconic product names such as Pentium, BlackBerry, and Swiffer. He is also involved in viticulture and real estate development.

Professional Overview

David Placek (born 1953) is the Founder and President of Lexicon Branding, a leading naming agency established in 1982. Headquartered in Sausalito, California, Lexicon has become renowned for its strategic approach to brand naming and its impressive portfolio of successful product names. Under Placek's leadership, the agency has crafted names that have become household staples and industry benchmarks. Lexicon's contributions to the branding landscape are significant, with names like Pentium (for Intel), BlackBerry (formerly Research In Motion), PowerBook (for Apple), Swiffer (for Procter & Gamble), Febreze (also for Procter & Gamble), Subaru Outback and Forester (for Subaru), Impossible Burger (for Impossible Foods), Sonos (for the wireless sound system company), Azure (for Microsoft's cloud computing service), and Oculus Go (for Facebook's VR headset). These names reflect Lexicon's ability to create memorable and effective brand identities that resonate with consumers worldwide. Placek's entrepreneurial vision and strategic acumen have solidified Lexicon's position as a top-tier naming agency.

Education and Early Career

David Placek's academic foundation includes a Bachelor's degree in Political Science from the University of California, Los Angeles (UCLA), which he obtained in 1975. He furthered his education with a Master's degree in International Affairs from George Washington University in 1976, indicating an early interest in global dynamics and communication. Before establishing Lexicon Branding, Placek gained experience in both politics and advertising. He began his career as a speechwriter and press secretary for a U.S. Senate campaign in 1976, honing his skills in persuasive communication and public relations. Subsequently, he joined the advertising agency Foote, Cone & Belding, where he worked on the Levi's account. This experience provided him with valuable insights into brand strategy and consumer marketing. In 2013, Placek completed the Advanced Management Program at Stanford Graduate School of Business (GSB). This program is designed for senior executives and focuses on strategic leadership, innovation, and organizational management.

Naming Philosophy and Expertise

Lexicon Branding's naming philosophy is rooted in the principles of "sound symbolism," which posits that certain phonemes and sounds evoke specific emotional associations. For example, Lexicon's research has shown that the letter "V" often "signal a sense of aliveness, movement, a little bit of vitality..." This research, conducted across multiple countries, informs the agency's selection of sounds and phonetic structures when crafting brand names. Placek's approach to naming emphasizes the importance of creating names that are "surprising, but surprisingly familiar." This balance is intended to capture attention while also feeling approachable and trustworthy. Furthermore, Lexicon prioritizes names that are globally resonant, legally protectable, and emotionally memorable. The agency employs a data-driven approach to assess name effectiveness, memorability, and cross-cultural viability. Lexicon's services are priced in the range of $50,000 to $100,000, depending on the scope and complexity of the naming project.

Thought Leadership

David Placek is a recognized thought leader in the field of branding and naming. He frequently shares his insights on naming trends. Placek is a frequent lecturer at prestigious institutions such as Stanford GSB and UC Berkeley Haas School of Business. He speaks on topics related to creativity, branding, and linguistics, sharing his expertise with aspiring business leaders and marketers. His lectures provide valuable insights into the strategic importance of naming and the art of creating memorable and effective brand identities. His contributions to the field extend beyond his consulting work and lectures. He actively engages in industry conversations and contributes to publications on branding and marketing.

Other Ventures and Personal Life

In addition to his work at Lexicon Branding, David Placek owns and manages River Lane Vineyard in Sonoma's Alexander Valley. As winemaker and director, he oversees the production of premium wines, demonstrating his passion for viticulture and his commitment to craftsmanship. This venture allows him to apply his entrepreneurial skills to a different industry, showcasing his versatility and business acumen. Placek is also actively involved in community development through BDP Holdings, a real estate investment firm. The firm is currently leading a redevelopment project at Lackawanna Plaza in Montclair, New Jersey. This project aims to revitalize the area by introducing mixed-use development, affordable housing, green space, and a supermarket, addressing critical community needs and promoting sustainable urban growth. David Placek resides in Mill Valley, California, with his wife, Bridget, and their two daughters. He enjoys fly-fishing and cycling, reflecting his appreciation for outdoor activities and a balanced lifestyle.

See Also

   • Lexicon Branding
   • Brand Strategy
   • Naming Conventions
   • Sound Symbolism
   • Viticulture
   • Real Estate Development

References

   1. Kotler, Philip (2012). "Marketing Management". Pearson Education. pp. 285-300.
   2. Ries, Al (2009). "The 22 Immutable Laws of Branding". HarperBusiness.
   3. 3. Wheeler, Alina (2018). "Designing Brand Identity: An Essential Guide for the Whole Branding Team". Wiley. pp. 120-145.
   4.  Lexicon’s David Placek on AI nomenclature and what makes a good name 
   5. How to Make Better Creative Decisions – Backed by Behavioral Economics
   6. River Lane Vineyard, Cabernet Sauvignon