With the advent of generative AI and other advanced technologies like quantum computing, we are entering a period of massive innovation. It is likely we are about to see more future-facing products and services than we witnessed in the past 25 years. These companies will disrupt current industries and change the way we work, live, and play.This creates a new paradigm in how companies identify the best opportunities and how those ideas are developed, branded, and activated. For the past 40 years, I have had a front row seat to some of the worlds most valuable brands early days. Lexicon Branding played a role in developing names for hundreds of iconic brands and productsmost that were new to the world at the time. Brands like Blackberry, Impossible Foods, Lucid, Sonos, Pentium, and many more.Having an innovative name is just one part of building a future-facing brand that connects with consumers, while also being memorable and distinct. The industry-disrupting brands weve worked with have taken a unique approach to building their brands and finding their unique place in their industries. These brands adopted the following principles to set them up for success as they build their next iteration. Think zero to oneZero to one is a phrase that describes the process of creating something radically new and taking it to its first growth step. A zero to one idea is not about disruption, but market expansion. They start small, very small, and then scale. Future-facing brands behave differently. They come with attitude. They depart from the past.While Gatorade was invented in 1965, it is a perfect example of a brand that reflects risk-taking thinking. Risk is an essential element of attitude. Using one of earths oldest predators to bring an entirely new idea and attitude to the market was risky, but it worked. Gatorades name makes us think: Whats in that bottle? On the other hand, Coca-Colas highly suggestive competitive entry, Powerade, is both safe and mundane. Sixty years after launch, Gatorade is still the leader.Brands that embody a zero to one attitude, behave differently from others in the market. SpaceX is the poster child of a zero to one brand. SpaceX isnt just a new type of space travel, it is the foundation for entirely new, multi-billion-dollar industries such as space tourism, space-based solar power, and moon/asteroid mining. A relentless focus on achieving firstsfrom landing on ocean platforms to being the first privately owned company to send astronauts to the International Space Stationepitomizes what it means to be a zero to one company.Another example is OpenAIs ChatGPT. ChatGPT defined a new paradigm for consumers and businesses to use generative AI in day-to-day work and life. Since its launch, ChatGPT has continued to dominate consumer interest, with 10 times the search traffic of the next four AI models combined.Cultivate distinctive behaviorsFuture-facing brands embody unique, novel attitudes. They depart boldly from the past. They do not rely only on their product, they must cultivate behaviors that stand out in the marketplace. In a market dominated by serene imagery of pristine islands and alpine springs, Liquid Death boldly subverts the beverage industry norms. It packages mountain water in tallboy cans resembling craft beerscomplete with heavy metal-inspired brandingand turn a simple product into a nonconformity statement. Its marketing strategy reinforces this unique behavior with taglines like Murder your thirst, helping Liquid Death double its valuation since 2022 to reach $1.4 billion today.Naming new brands a strategic imperativeIn todays hyper-competitive market, a brand name can no longer be viewed as a labelits a strategic asset. It must work harder, reach further, and resonate across multiple platforms and cultures. Were moving from tactical naming to strategic decision making, where the right name can be a powerful competitive advantage.Comfort is the enemy of great branding. The most impactful names are risky. As Oscar Wilde aptly put it, An idea that isnt dangerous is unworthy of being called an idea at all. Remember: The name you choose is often your first and most enduring marketing asset. Choose wisely, and let it be the cornerstone of your strategic advantage.Impossible Foods (formerly Maraxi) aligned an audacious name with an audacious goal: producing great tasting and completely vegan alternatives to meat products. Although Beyond Meat was the first alternative meat brand to appear in restaurants, Impossible has become the household name, maintaining a lead over Beyond in Google Search interest. The brand continues to invest in its brand fame with bold moves such as sponsoring Joey Chestnut, the hot dog eating world record leader.Uberstarted out as a premium black car service before transitioning to offer rides in just about any type of car. The name Uber, meaning above all the rest, served as a point of reference not only for customers but also for employees. It is a surprisingly familiar termrecognizable but not commonplacewhich lends itself to consumer curiosity and interest. Today, more than 170 million people use Uber each month and Ubers market capitalization is over $155 billion.Solve bigger problemsFuture-facing brands dont chase trends; they create the future. These brands should focus on addressing significant challenges that open doors to new possibilities and positive outcomes. For example, Seatrain Linesrevolutionized maritime shipping in 1928 with a forward-thinking approach. Founder Graham Brush designed ships capable of carrying entire loaded railroad cars, transforming traditional cargo handling. This innovation allowed for seamless loading and unloading of train cars, saving time, and reducing damage risks. Seatrains concept wasnt just an improvement; it reimagined shipping entirely. By creating a new market for intermodal transport, Seatrain expanded the industry beyond disruption, laying the groundwork for modern container shipping and reshaping global freight movementWe forget that Amazonstarted out by making books easier to buy online. Its focus on customer convenience sparked innovations like Amazon Web Services, which has revolutionized cloud computing and become a cornerstone of its business, was expected to hit a $110 billion revenue run rate in 2024. While retail is still the largest piece of Amazons revenue with online and retail combined, its AI-driven products like Alexa and exploration of drone delivery continue to redefine ecommerce.What all of these brands have in common is the attitude and acumen to take risks and see beyond their initial idea. By rethinking the way brands are developed, conceptualized, and ultimately named and introduced to the world, expect more future-facing brands to disrupt our lives for the better.David Placek is founder and CEO of Lexicon Branding.The Fast Company Impact Council is a private membership community of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual membership dues for access to peer learning and thought leadership opportunities, events and more.