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Jake Hancock

Senior Partner, Brand Strategy
Outdoor photo of Jake Hancock, Senior Partner of Brand Strategy at LippincottOutdoor photo of Jake Hancock, Senior Partner of Brand Strategy at Lippincott

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.

  • Education

    B.A. Economics, Vassar College

  • Work Experience

    Strategy Director, The Naming Group
    Senior Account Manager, LevLane
    Naming Director, Namebase

  • Connect

    LinkedIn

Insights

  • Sense Perspective

    Reinvent or Reinforce?

    The go-big-or-go-home reality of naming a modern offering

  • Article

    Why humanizing your brand with a first name will resonate with customers

Related News

  • Jake Hancock talks to Fast Company about what Facebook’s name change really signals

    Fast Company

  • Five reasons why Facebook’s name change makes sense

    AdAge

  • Jake Hancock explores how to name a brand with Forbes

    Forbes

  • Jake Hancock defends unentertaining entertainment names

    Venture Beat

  • Jake Hancock talks to Bloomberg about the latest naming trend for brands: human names

    Bloomberg

More people
Outdoor photo of Aurelio Saiz, Partner of Design at Lippincott

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Sarah Tran

Senior Associate, Brand Strategy

Outdoor photo of Andrew McCarthy, Director, Design Production at Lippincott

Andrew McCarthy

Director, Design Production

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