Choosing the Perfect Name

Have you ever tried to name a company? It's not easy. When I did it, I fell back on a name I chose randomly when I was 12 years old. It was too long and confusing and had no meaning. But maybe I had such a hard time because I don't have 70 linguists on staff. Lexicon does, and they have named such successful brands as BlackBerry, OnStar and Swiffer.