David Placek, founder and president of Lexicon Branding, has worked with numerous high-tech vendors during the past 26 years -- Microsoft, Intel, Nokia, Apple and RIM, to name a few. Product names that have come out of Lexicon's four-month creative and linguistic processes can be found throughout the tech industry (Intel's Pentium and Apple's PowerBook), and many have crept into pop culture. Ever heard of the BlackBerry?
Most recent, Lexicon worked with Microsoft on Azure, its new cloud-computing operating system, that will be available in the second half of 2009. Lexicon Branding works in industries other than high-tech, too: automotive giant Toyota (the Scion car) as well as Procter & Gamble (Febreze spray) are two of the many well-known product brands that have been created in Lexicon's Sausalito, Calif., headquarters.