Former Kantar Man Joins Naming Specialist Lexicon

Lexicon Branding, which develops brand names and wordings for products, services and companies, has appointed three directors including Dmitri Seredenko as Research Director; and has expanded its studio capabilities.

The company is responsible for brand names including Sonos, Impossible Foods, Microsoft Azure, Intel Pentium and Blackberry, tapping skills in problem solving, creativity, linguistics and customer insights.

Seredenko (pictured) worked previously in senior roles at Kantar and Levi Strauss & Co.: in the former he led brand strategy and insight engagements across industries spanning consumer tech, hospitality and energy. In his new role he will direct all aspects of Lexicon's research activities including bringing the studio's global linguistics network into its consumer research.

Also appointed are Program Director Jon Schleuning, formerly of Pentagram, Marshall Strategy and Mucho Design; and Brand Leadership Director Tom Raith, who worked previously at IDEO and GM's Cruise. In addition, the company has added to the role of Kennedy Placek, who in addition to Director of Client Services is now also Director of Partnerships.

Founder David Placek says of the additions: 'We are thrilled to start 2024 with new energy and hires that will help Lexicon meet the ambitious goals of our clients. Creating the right brand name has never been more difficult - or important'.

Web site: www.lexiconbranding.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.