Senior Partner, Brand Strategy
Jake’s brand strategy and naming work is a staple of everyday life.
From products for Delta, Google, or Coca-Cola to new corporate names like BrightView or WestRock, Jake helps some of the world’s greatest brands define their relationships with customers from the very first impression. Outside of Lippincott Jake is an avid gardener: “Any day I can walk out my door and pick fistfuls of snap peas and cherry tomatoes, and fresh mint for a julep, is a very good day.”
- For you, what makes Lippincott a special place to work?
The walls of our offices, on any given day, are lined with hundreds of brilliant design concepts. It’s like working in a contemporary art museum that’s constantly changing.
- Which projects have been the most meaningful to you and why?
I worked with a healthcare client to dramatically streamline their 14,000+ health insurance product names. I loved knowing that by creating a more effective strategy, we could play a role in making a complicated life decision a little easier for millions of people.
- What gets you out of bed in the morning?
A labradoodle licking my face.
- Which brand name are you most proud of?
Pipcorn — it’s the perfect name for their miniature popcorn product, IMHO, and I’ve watched that brand grow from the farmers market circuit to Shark Tank to Oprah’s Favorite Things, to the shelves of Whole Foods, Costco and beyond.
B.A. Economics, Vassar College
Strategy Director, The Naming Group
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Naming Director, Namebase
Reinvent or Reinforce?
The go-big-or-go-home reality of naming a modern offering