Lexicon was founded in 1982. Since then we have completed over 2,000 branding assignments. We combine marketing principles with personal creativity and structural linguistics to create solutions. When processor companies were marketing chips by numbers, we worked with Intel to help them understand how branding could affect their business and then created the Pentium brand for them. When sales were declining for Subaru's station wagons, we showed Subaru that launching another American West themed car would not give them a competitive advantage. We then created the Outback brand for them. When Procter & Gamble reinvented the mop, we invented the Swiffer brand, helping them to create a new category. When they revolutionized the fabric freshener business, we created the Febreze brand so that they could tell their story. When the Coca-Cola Company decided to enter the bottled water business we coined a new word, Dasani, to deliver a unique personality and positioning. The Dasani brand is now the fourth largest bottled water in the United States. When RIM, a Canadian company, asked us to help them compete in the wireless marketplace against Palm, Handspring and Skytel, we helped them to understand that their success required a unique personality and attitude. We then created the BlackBerry brand. When Telewest, the second largest cable company in Great Britain, needed a new brand for their high speed access service, we created BlueYonder. Lexicon has developed proprietary linguistic knowledge bases for the development of new names based on sound symbolism and language patterns. We have invested heavily and successfully in transferring linguistic knowledge to the marketing world. We offer a unique process for generating solutions, which combines small creative teams with constructional linguistics. This process has been built from the ground up for name development; it has not been jury-rigged from copy writing or design processes. Understanding the marketplace in which your company competes and working with you to develop the conversation you want to have with your customers is fundamental to our success and to yours. To us, a great name is a "vessel" that allows you to tell a story, deliver an idea or make a promise. A great name uses semantics, sound symbolism, and phonetics to deliver a message and a personality all in less than a second. We spend 10 percent of our profits on Research & Development in the areas of linguistics, consumer research, and creativity. Over the years we have refined our approach to respond to client and consumer needs. For example, we have moved from large creative teams to flexible two and three-person teams. This has significantly increased our creative index and speed to presentation. Our ongoing research in sound symbolism in the United States, Europe, Latin America and Asia has helped us to better understand the "universal language of branding"– essential to creating truly global trademarks. Our research techniques to evaluate the potential of words to deliver specific messages and metamorphose into a brand are the most innovative in the industry and based on a five year R&D program.