Why do some names seize in the imagination, while others disappear without a trace? In this talk, an expert in branding and behavioral science examines how product names are designed to influence perception, often without our conscious awareness. Through thought experiments, you will see why a name is just as consequential as the product itself. The conversation then shifts from the marketplace to the artist’s studio. Based on one-on-one interviews with nine artists, Lisa investigates how titles emerge from memory, music, politics, private symbolism, intuition—and, sometimes, the practical desire to sell.
Free for PAL Members / $20 for Non-Members
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Lisa Bertelsen-Kivett is a marketing strategist with more than 30 years of experience helping Fortune 500 companies and Silicon Valley startups solve complex business challenges. Her work with Google, Merrill Lynch, Salesforce, Bain & Company, Visa and FedEx combined market research, brand strategy and corporate strategy to transform data-driven insights into compelling stories, stronger customer experiences and growth. She has lectured at NYU, UC Berkeley, USC’s Marshall School of Business and Parsons School of Design. Now, she applies an analytical, human-centered approach to interior design, drawing on research, behavioral science and usability. Long fascinated by language and its power to shape perception and emotion, Lisa explores how names—whether for brands, products, services or artworks—create meaning and influence how we experience the world.
