Lenny's Podcast · Jun 29Naming expert shares process for creating billion-dollar brands: Vercel, Azure, Windsurf, Sonos
The founders first rejected the name because it did not sound like entertainment. They accepted it after a founder realized they were naming for themselves instead of the market, following a second unbilled trip by Placek. It is a palindrome that leans on the noisy S.
Tips
- Do not expect to know the name when you see it▶ 8:40Sonos, Azure and BlackBerry were all initially rejected by clients, one calling Azure a dumb idea and the BlackBerry founder saying Lexicon people were crazy. Azure is now a brand worth around $100 billion, by Placek's estimate.
- Choose letters by the sound signal each one sends▶ 46:30Examples: Corvette and Vercel for V, BlackBerry for the two Bs, Azure for Z, Sonos for noisy S.
- Name the brand for the marketplace and customers, not for yourselves▶ 7:25A Sonos founder realized they were naming for themselves instead of the market, and accepted the name after Placek made a second trip to push for it.
