Using Alliteration To Create A Cool Company Name
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Using Alliteration To Create A Cool Company Name
While working on a business naming project today, I noticed that three company names in the list made use of alliteration (both words starting with the same letter.)
By: Phillip Davis
While working on a business naming project today, I noticed that three company names in the list made use of alliteration (both words starting with the same letter.)
By: Phillip Davis
It seems the human brain enjoys this linguistic treat, evidenced by the fact that so many of today’s most famous brands make use of it. Here are just a few examples…
· Best Buy
· Coca-Cola
· Dunkin’ Donuts
· LifeLock
· PayPal
We made use of this technique with one of our clients… Park Place Garage. Not only did the name have alliteration with the two “P”s, but it also contained a double entendre (Park Place is both a place to park a car, and a name associated with high end real estate.) These types of names are “sticky” and therefore more memorable. It also helps to have the same number of syllables, which is why all five of the above examples are near perfect examples of high recall branding. PayPal and Coca-Cola also begin each word in their names with the same two letters. Now that’s brilliant. Close seconds go to…
· Blackberry
· Blockbuster
· Sir Speedy
· Pip Printing
In the case of Park Place garage, we added rhyming in the tagline to make the name stick like… well… Gorilla Glue™! The end product was Park Place… “The Ultimate Garage Space.” So in one instance you have alliteration, a double entendre and rhyming -in essence, a naming trifecta.
This can’t be achieved in every single instance, and it’s just one of a number of good business naming strategies, but it’s an effective one. So if you are looking to rename or rebrand your company, consider alliteration as one way to Supersize™ your brand’s impact.
· Best Buy
· Coca-Cola
· Dunkin’ Donuts
· LifeLock
· PayPal
We made use of this technique with one of our clients… Park Place Garage. Not only did the name have alliteration with the two “P”s, but it also contained a double entendre (Park Place is both a place to park a car, and a name associated with high end real estate.) These types of names are “sticky” and therefore more memorable. It also helps to have the same number of syllables, which is why all five of the above examples are near perfect examples of high recall branding. PayPal and Coca-Cola also begin each word in their names with the same two letters. Now that’s brilliant. Close seconds go to…
· Blackberry
· Blockbuster
· Sir Speedy
· Pip Printing
In the case of Park Place garage, we added rhyming in the tagline to make the name stick like… well… Gorilla Glue™! The end product was Park Place… “The Ultimate Garage Space.” So in one instance you have alliteration, a double entendre and rhyming -in essence, a naming trifecta.
This can’t be achieved in every single instance, and it’s just one of a number of good business naming strategies, but it’s an effective one. So if you are looking to rename or rebrand your company, consider alliteration as one way to Supersize™ your brand’s impact.
Phil Davis is president and owner of Tungsten Branding, a naming firm specializing in brand creation, product naming, tag line development, corporate identity and comprehensive brand repositioning. Phil's client list includes PODS, TeamLogicIT and Coghead.com to name a few. His complete client list and company naming philosophy can be viewed at www.PureTungsten.com.
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