Om Malik:

It was in early 1998 when I called David Placek. His company, Lexicon Branding, had recently come up with the moniker Pentium for Intel. And nearly a decade earlier, he came up with the name PowerBook, helping to turn Macintosh Portable into a billion-dollar business in its first year.

And:

After early successes with Apple’s PowerBook, Intel’s Pentium, and P&G’s Swiffer, Placek and his team have gone on to work with a number of modern names and startups that will be familiar to most readers. Examples include Sonos and Impossible Foods.

Amazing that these names all originated from the same source. They are all great names and have stood the test of time, or seem well on their way.

The range of industries that need this kind of naming discipline keeps growing. Consumer electronics and packaged goods are the famous examples, but the same craft applies to a direct-to-consumer supplements brand, the best online casino launch targeting a new demographic, or a regional airline trying to shed a legacy identity. Placek’s point is that the process doesn’t change just because the product does.

This linked post is a quick read, worth your time if you ever have to name anything. The book summary from Om has value, and might lead you to hunt down the book (if you can still find a copy anywhere).