May 5, 2006
Brand Naming: The Role Consonants Play
Did you ever wonder if a certain letter in the English language had some inherent meaning to consumers?
We did. We surveyed 400+ consumers at random from a national online panel of 7 million. Once we identified the inherent associations of all the consonants in the English language, we then compared the findings to the 1000 most advertised brands in the U.S. reported in Brandweek's SuperBrands 2005.
Although not a perfect science, when comparing the results to the 1000 most advertised brands we found some striking consistencies and insights. In fact, Adweek invited us to share the consonant research findings in its April 24th issue in an article titled, A Name's Sake.
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