Lexicon® Blog

Archive for November, 2016|Monthly archive page

How Lucid Motors Got Its Name

In Brand Name Development, Brand Naming, Branding, Business, Cars, corporate naming, High Technology, Linguistics, Naming on November 8, 2016 at 8:30 am

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With over 25,000 trademarked brand names in the automotive category in the U.S. alone, developing a name for a new car is a big challenge. “In this case, the client made it easy,” said David Placek, the President of Lexicon Branding, who worked with Silicon Valley-based Atieva to create a new name for the company that is building an intelligent, electric luxury vehicle.

According to David, Lexicon started the program with a presentation from then-Atieva that was truly inspiring. Staking a new claim for America in the luxury vehicle category, the client team wanted to recapture the spirit of innovative engineering in the heart of California. Among these soaring goals for the company and the vehicle, the team set a very unique objective for the name: “We don’t want it to sound like a car.” That request, combined with the fact that the vehicle is far beyond the ordinary, opened up creative possibilities for Lexicon way beyond more traditional automotive projects.

With a mission to “amaze customers through outstanding performance, beauty, space, and intelligence,” Lexicon initiated the creative process. Lexicon’s linguists in China, Germany, France, Mexico, Spain, Canada, and Japan began to gather intelligence on the culture of electric vehicles and existing brands of cars, motorcycles, scooters, and e-bikes in each market. Next, three small creative teams were briefed and deployed against a range of creative goals and targets.

During a review of dozens of potential solutions, one name received the most attention for its meaning, sounds, and surprising grammatical structure. Lucid, a real English word — an adjective, which is peculiar for a car name — that conveys the notion of intelligence and awareness from its meaning as well as smoothness and simplicity from its sounds. “The name does everything we wanted,” said to David Placek, “It certainly does not sound like a car, but gives you a sense of innovation and intelligence which is what Atieva is all about.” For Placek, whose company coined Subaru’s Outback and Forester, Mercedes Metris, Toyota’s Venza and Scion brands, and GM’s OnStar, the name is certainly a standout. “There was certainly an element of risk,” said Placek, who was quick to point out that without a strong client team with a vision and willingness to take the risk that being truly new requires, Lucid Motors would not exist.

Eric Jackson and Nika Wynnyk

For more on Lexicon’s work and process >> www.lexiconbranding.com/our-work

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Building an Informed Brand

In Brand Name Development, Brand Naming, Branding, Business, Naming, Naming Research on November 2, 2016 at 9:15 am

Informed: having or showing knowledge of a particular subject or situation

A typical selling process begins with a dialog between customer and brand. There is an exchange of information. If the customer’s functional, emotional and rational needs are met through this exchange, then there can be a “handshake” and a sale.

Success depends on the implicit and explicit information being communicated by the brand to be in sync with the customer’s needs. This is what Lexicon refers to as informed branding. 

Building a wellinformed brand is the challenge if the brand is to win in the marketplace. For the purpose of this discussion, we will assume that the physical product is at par or better than its competition and focus only on what it communicates.

Ideally, brand communication will help carve out a unique niche in an established marketplace, or establish a new space in a new market. Informed branding helps assure that the dialog between targeted customer and brand is a meaningful and positive one.

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Informed branding starts with positioning, i.e. how does the brand differentiate itself from its competitors. Where does it ‘fit’ in the customer’s understanding of buying choices? There are surprisingly few fundamental positioning choices. At Lexicon, we have identified only six. A simple audit of the category can help identify which positioning spaces are already occupied by competitors, and which are available and appropriate to the new brand. The decision can also be made to inhabit an already occupied positioning space, if it is believed that the company can do a better job of executing in that space, or that the product being introduced is simply much better than the competitor.

Through consumer research Lexicon has identified the functional and emotional associations consistent with each positioning. We use these associations to inform brand name development by specifying which creative directions are most likely to produce suitable name candidates. Then, on the back end of a project, a winning name candidate or candidates emerge when their associations, determined through research, are the most consistent with the associations known to fit with the desired positioning.

When this is achieved, positioning and brand name are working as one and should be in sync with the functional and emotional expectations of the targeted consumer. These should be supported by packaging, graphics, advertising and promotion all fine tuned to the same associations map.

 -Bob Cohen, Senior Consultant