Lexicon Branding’s Post

What can humans do better than AI when it comes to naming companies and products (at least for now)? It’s deceptively simple. It’s just a name, right? You need a word (or a mash-up of words) that has something to do with what sets your company apart. Just brainstorm and ask ChatGPT or Claude for help. (Pre-GenAI, you probably consulted a thesaurus.) But AI can’t tell you why humans think the exact same food tastes different depending on the vowel in its name, or why some vowels connote how close or far away something is. Or why a name will work in some countries but be the wrong choice for others. There's something called sound symbolism and it's backed up by scientific evidence that we humans unknowingly attach intrinsic meaning to certain letters and speech sounds — and it’s not limited to the English language. And it matters because there's so much hype and fear around AI, you need your name to land with the right emotional resonance. And be relevant long after the hype has died down. That's why AI startups seeking to make a name for themselves (pun intended) should take a beat and understand the nuances and complexity behind choosing a name. I was fortunate to work with David Placek and Lexicon Branding (the agency Febreze, Sonos, Azure, Oculus Go) to name Mineral, part of Mitratech and learn the art and science behind naming. Their recent study on what consumers and developers think about AI is informing their agency's AI naming strategy. It's a fascinating and informative read -- especially for those who must rely on themselves to get it done. If you’re in the process of naming something — even if it’s not AI-related — you’ll learn a lot from this article, as well as the other Digiday interview with David linked from this article. If you are in a position to work with Lexicon, I highly recommend it (though they might be kinda busy right now).

Our competitive and people-driven marketing era was already impacting how much marketers could rely on technology to make critical decisions. 🧭 As they navigate challenges in a landscape filled with innovation, it’s critical for them to understand how their AI tools can and should help them drive decisions. 👉🏻 For example, marketers should see AI as more than mere automation—it's a tool for creating genuine and transparent connections. Stephanie Trovato says marketers should learn AI systems' decision-making processes and recognize the importance of transparency in fostering trust. She points out how AI initiatives should align with organizational values, and transparency should be communicated with diverse stakeholders. This is about a human-centered approach to building effective and comprehensible AI strategies. #marketingai #humanconnection #marketingstrategy

Want to make the most of AI in your marketing organization? 🚀 #AvePoint Chief Brand Officer Dux Raymond Sy's latest for Reworked highlights 3 Tips marketing teams can employ to scale AI usage. With AI poised to transform how we work and what we can accomplish, it's crucial to ensure your organization is leveraging these powerful technologies effectively. ⚡ Discover how to manage data, govern emerging technology, and upskill your team for success. Read Dux's piece below! 💡 #AI #DigitalTransformation #DataGovernance 

🚀 Dive into the Future of Marketing! 🚀 Discover how Generative AI is reshaping the marketing world in Steve Phillips' latest article on WARC. Learn how brands can use this technology to stand out and thrive. 📖 Read more: https://lnkd.in/eURuDgt3

AI is a powerful technology, but research shows that consumers aren't sure they can trust it. Companies that might be eager to jump in and try it could potentially face the consequence of losing trust in their brand.    Marketers today face the unique challenge of figuring out how to harness the potential of controversial AI technology while striving to maintain — and build — trust in the brands we serve.     My latest byline for Fast Company outlines three ways marketers can use AI responsibly without losing customer trust.     The big takeaway? To secure their bond with customers, companies must go the extra mile in 2024 to create an environment where innovation and trust can coexist.     #Marketing #B2BMarketing #AI 

Explore the future of marketing with insights from Steve Phillips at Zappi! His latest article in WARC delves into the game-changing impact of Generative AI. Discover how brands can leverage this technology to gain a competitive edge. Read more here: https://lnkd.in/g4n7s9Tp

Not all AI is created equal. When creating the generated image for our latest newsletter, we got quite a few duds using Dall-E and Canva before Bing’s AI Image Generator created the image we used (with the prompt, “Geeks meeting to discuss the future of AI”). On top of that, rarely a day goes by at the moment without a story about AI leading to an end of humanity and employment or a revolutionary opportunity for brands to automate, optimise, and enhance their business processes and customer experience. It’s all very confusing, especially if you are a small brand. To learn from the best, we contacted our community of ecommerce experts and brand leaders and gathered them for one of our Geekmeets to have a frank conversation about AI in the context of smaller challenger brands. Their perspective on how to use AI was enlightening, and they gave us some useful tools that smaller brands can start using today: https://lnkd.in/efeM3GgR

Strategists Reveal How They’re Using AI to Unlock a New Level of Insight Leading planners from the likes of adam&eveDDB, Iris, BETC, Whalar and M&C Saatchi London chat to LBBonline - Little Black Book’s Addison Capper about how AI is enhancing the strategies they're building for brands

If you are launching a new AI product or company, consider these strategies based on research we conducted among consumers and developers. Creating AI brand names require a different approach - read on to learn why: 

✨ Our new CMO playbook with a focus on Generative AI ✨ Capgemini’s latest research details the potential benefits of integrating Gen AI and the value it will unlock, as well as the challenges and complexities of ethically using this technology. Our CMO report brings together a 360 view of Gen AI for CMOs and marketing functions, including a guide on how to successfully move forward with Gen AI in marketing. The playbook is a treasure trove of research and statistics, bringing to life the realities of Gen AI for the marketing function. 🌍 You can read the report here: https://bit.ly/4aqAH2G, or send me a message to chat in more detail. 🔭 #genai #generativeai #cmo #ethicalai #ethicsandai #CapgeminiCMOReport #frog