Rogue

(Nissan)

Problem.

Nissan's new entry-level compact crossover SUV faced tough competition with the Honda CR-V and Toyota RAV4 already established in the market. Nissan needed a short name with an athletic spirit and provocative attitude to capture the attention of car buyers.

Solution.

Rogue, meaning one who defies the rules, supports the lively spirit that Nissan was looking for. Lexicon created the unexpected name Rogue to generate excitement and intrigue in the crossover market. The strategy worked - the Nissan Rogue has been Nissan's bestselling model since 2016.