Jake Hancock​

Jake is a Senior Partner in Strategy based in Philadelphia and leads Lippincott’s naming practice. He has more than 20 years of experience developing comprehensive brand programs, with a focus on corporate and product naming, architecture systems, and the tools and guidelines that help marketers manage these strategies. His notable clients include AWS, Bank of America, Coca-Cola, Comcast, CVS Health, DuPont, Mastercard, Southwest, UnitedHealthcare, Walmart, and more.

Jake’s work includes the creation of new names such as Amrize, BrightView, Fetch, Paze, Qnity, Upwise, Verdium, Viavi, and more. He has guided brands including Mass General Brigham, Merrill, and Humane World for Animals through bold name evolutions. He has also developed naming strategies and systems for brands with large product portfolios, including Facebook, Humana, Southwest, and UnitedHealthcare.

Prior to joining Lippincott, Jake held director roles at boutique branding firms The Naming Group and Namebase, where he led brand strategy and name development projects for companies including Capital One, Chevrolet, Nestlé, and Sony.

Jake is a self-proclaimed word nerd, Oxford comma defender, and unabashed puntificator. He is happiest spending time with his wife, two sons, and two labradoodles. He is also an avid fantasy sports player, competes in an over-40 basketball league, and has a healthy obsession with The New York Times Games.

Jake holds a B.A. in Economics from Vassar College.