What do the following brand names have in common?
- Coca-Cola
- PayPal
- American Airlines
- Burberry
- Ted Talks
- Range Rover
- Minute Maid
For starters, they are instantly recognizable successful household names. But they all share another thing in common: they are all alliterative names.
According to the Oxford dictionary, alliteration is “The rhetorical device of commencing adjacent or closely connected words with the same sound or syllable.” This is an incredibly powerful tool for companies to create names or sentences that really pack a punch. The key to successful marketing copy is a strong statement that instantly engages the intended target. But it needs to be short; if it’s too long, people lose interest. Alliteration helps, since it’s not only short and sweet but also quite snappy and sticks in your memory. Even when you don’t notice it, your brain does. Look at the following examples: are they catchy? Probably not.
- Mickey Rat
- Ted Seminars
- Tommy-Cola
Alliteration is not necessary, but it makes your brand recall efforts much easier. Alliteration has been proven to help draw attention and stay in the minds of people in very crowded and competitive environments. Furthermore, the power of alliteration is not just limited to brands, it shines brightest when used for memorable slogans and taglines:
- The Daily Diary of the American Dream. (The Wall Street Journal)
- The best four by four by far. (Land Rover)
- Intel Inside. (Intel)
- Once you pop, you can’t stop. (Pringles)
- Melts in your mouth, not in your hands. (M&M’s)
So, try testing these tried and true literary gems, you’ll be glad you did.
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