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Published · transcript-backedDavid Placek: commitment
29 Jun 2025 Lenny's Podcast Naming expert shares the process behind creating billion-dollar brand names like Azure, Vercel, Windsurf, Sonos, Blackberry, and Impossible Burger | David Placek (Lexicon Branding)
“We're new now, maybe bigger, but certainly we have more capabilities and we want you to know about it. And because of that, we're changing our to blank, which reflects those capabilities at some level.”
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Everything needed to verify it.
- Speaker
- David Placek
- Attribution
- Verified speaker
- Claim type
- commitment
- Recorded
- 29 Jun 2025
- Publisher
- Lenny's Podcast
Transcript context
…Absolutely. And it feels like most AI companies end up having a different name for their product than their company. I've noticed this funny trend cursor was any sphere bold with stack is StackBlitz, Windsurf is Codium. Basically, everyone. When does it make sense to change your name? Windsurf just officially changed their entire company name to Windsurf from Codium. It was just a product. So, let me just ask you that. When does it make sense? It feels like a huge deal and a very challenging thing to do. It is challenging. And the larger you are and the more customer base you have, it becomes a significant project. So the first thing is you have to make an argument that it's worth the change. That we're going to be better off by changing our name. So, there's a couple situations where you want to change your name. First one is let's focus first on startups. Startups get going early, they get into Y Combinator or something like that, they're raising money. And they just need a name. And although they know what they're doing, and that may change by 10 or 15 degrees, it's almost like, "We just got to have a name." And that is the absolute expression I hear from when a startup calls and says, "We want to change your name. We started off a year and a half ago. We just needed a name for the documents, and so we chose X." And it's not a very good name. So, that's example number one. Number two is the company actually has pivoted. And so, the name that they have no longer really reflects who they are or who they're becoming, and which makes that name ineffective. And the third is that a company has merged and it is time now to create a new start and reflect to the marketplace that we're... We're new now, maybe bigger, but certainly we have more capabilities and we want you to know about it. And because of that, we're changing our to blank, which reflects those capabilities at some level. I'm excited to have Andrew Luo joining us today. Andrew is CEO of OneSchema, one of our longtime podcast sponsors. Welcome, Andrew.…
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