How to name a product, from the man behind Swiffer and BlackBerry

Through his company Lexicon Branding, David Placek has become the world's leading expert in product names.

BlackBerry? His doing.

Swiffer? Yup, that's Lexicon Branding.

T-Mobile. Dasani. Sonos. 

The list goes on and on and on.

They've named 4,000 different things. The majority of which are household names.

It's impressive. And if you've ever tried starting a business or naming a product of any kind, you know exactly how difficult it can be.

So how is Mr. Placek and company so good at what they do? What gives them the edge? Dive into the short film below to find out.