Matt and JP speak with David Placek (Founder and President, Lexicon) about what goes into creating effective brand names. Drawn from the efforts to craft brand names like Sonos, Impossible Foods, Swiffer, and Blackberry, David talks about the importance of choosing a name that provides a platform for future product launches and innovations, the value of simplicity, the need to test names across cultures, and the importance of evaluating the equity of a name as brands, business, and society change over time.  We are thankful for Lexicon's support as a sponsor of the BRITE Ideas podcast, and believe David's tips and reflections on brand naming will be valuable to everyone building a brand.