David Placek

David Placek is the founder and president of Lexicon Branding, a Sausalito-based brand naming consultancy he established in 1982. He is best known for creating some of the most recognizable brand names in consumer and technology products, including Swiffer, Febreze, Sonos, BlackBerry, and Pentium. Placek developed a systematic, linguistics-based methodology for generating brand names that convey emotional and functional meaning, and the firm continues to work with major global corporations on naming strategy.