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28.9.07

The L word (and other letters) 

I’ve commonly connected the brand-name research and work of Strategic Name Development with Bill Lozito, forgetting that this is not a one-man company. Diane Prange has been blogging at the company’s space, NameWire, and summarized some of their recent research, which I found quite fun.
   She begins:

Strategic Name Development conducted proprietary consonant research that found certain consonants have meaningful association in consumers’ minds.
   For example, B and C were seen as less complex (think Bounty and Cheerios), while X was considered innovative and L and V were rated more feminine.


   She goes on to note that front vowel sounds like that of the i (in mill) are associated with lighter and faster traits than back vowel sounds like a (in mall), which all suggests to me that Lucire is a very appropriate brand for a women’s fashion magazine.
   I wish it were all that simple: SND surveyed a sample of 414 US consumers and analysed 1,000 brands, and it’s research that you’ll have to engage the company to really get more of.

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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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