The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
In the grand old comedy “The Sunshine Boys,” two aging vaudevillians are discussing comedy itself. One informs the other that words with K and P sounds are funny. Therefore, words such as chicken, pickle and porcupine are funny. But other letters and words – horse, lettuce and dog – are not.
What’s going on here? Language experts will tell you that we just react differently to certain sounds.
And the letters those old-timers were discussing? They were “plosives.” A plosive is a bit of language that pops out of your mouth and draws attention to itself. A plosive is a “stopper” that makes us pause for emphasis when we say it.
The letters B, C, D, K, P and T are all plosives.
Which is why someone once said that the old advertising agency name Batten Barton Durstine and Osborn (BBD&O) sounds “like a trunk bouncing down a flight of stairs.”
What’s especially interesting is that brand names beginning with plosives have higher recall scores than non-plosive names. Several studies of top brand names have made that point. Examples: Bic, Coca-Cola, Kellogg’s, Kodak, Pioneer, etc.
And a disproportionate percentage of brands today start with the same three plosive letters: C, K and P. Bottom line: It makes linguistic sense to start a brand name with a positive, potent plosive to achieve greater recall with consumers.
Contributed to BSI by: Steve Rivkin
Sponsored By: Brand Aid