• CNN.com, Sunday, September 8, 2019 6:51 PM

David Placek’s Lexicon Branding has been hired for the past three decades by companies like Intel, Apple, Procter & Gamble and Coca-Cola, to help name hundreds of products and launch corporate rebranding campaigns. “The naming process, according to Placek, typically takes around eight weeks and can involve as many as 10 to 12 people working on the creative process and trademark research,” according to CNN. “Clients pay anywhere from $50,000 to $150,000, depending on the project.”

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