This guy names billion dollar brands for a living, here’s his exact 3-step formula.

What It Covers

Brand naming expert David Placek, creator of BlackBerry, Swiffer, Febreze, Sonos, and Impossible Burger, explains his three-part naming formula to the My First Million hosts. He covers why safe names fail, how his firm generates 2,000+ candidates per project using small two-person teams, and why polarizing names consistently outperform comfortable ones in the marketplace.

Key Questions Answered

• •The Three-Part Naming Formula: Every effective name must do three things: capture attention, maintain processing fluency (the brain can parse it quickly while finding something familiar), and deliver surprise. The third element is where most founders fail — they default to descriptive, comfortable names like ReadyMop instead of unexpected ones like Swiffer, which became a $5B brand versus ReadyMop's estimated $200M.
• •Quantity Drives Quality: Placek's firm generates roughly 2,000 name candidates per project before narrowing down, not the 50–100 most founders stop at. Teams work in pairs, not brainstorming groups, because peer pressure and cascade evaluation in larger groups slow output and suppress risk-taking. Three separate two-person teams each receive slightly different briefs to produce distinct name pools from different creative angles.
• •The Comfort Trap Framework: Draw a spectrum from "bizarre/absurd" on one end to "safe/workable" on the other. Label the middle zone "approximate thinking." Instruct creative teams to generate ideas anywhere from bizarre through approximate, then pause there before evaluating. This framework gives explicit permission to explore dangerous territory without requiring full commitment, which measurably increases creative output.
• •Sound Symbolism as a Naming Tool: Specific letters carry measurable cognitive associations. Plosive consonants — particularly P, B, K, and D — signal reliability and speed to listeners. The letter X consistently signals innovation across product categories. Consonant-vowel-consonant-vowel (CVCV) structures like "mama" or "Sonos" are the easiest patterns for human brains to process, improving memorability. Placek's firm built proprietary software to sort name candidates by these phonetic properties.
• •Proof of Concept Presentation: Never present names as a flat spreadsheet list. Instead, mock each candidate into a realistic context — a Wall Street Journal headline, a product shelf, a billboard — before showing clients. The single evaluation criterion at this stage is believability: does the name feel credible in under one second? This technique compensates for clients' limited practice making creative decisions and reduces reflexive rejection.
• •Rebranding Rarely Loses Equity: The primary reason companies avoid renaming is fear of losing accumulated brand equity and momentum. Placek states his firm has never observed this outcome in practice, provided the rebrand launches with a clear narrative explaining what changed and why, and what benefits users gain. Codium rebranded to Windsurf over six weeks and saw immediate brand acceleration as a direct result.