Brand Integrity Blog » Can't Pronounce a Name? Must Be Risky.

Back to Brand Integrity Home Written on 21-Jul-2009 by russell.volckmann

Research published in the Journal of the Association of Psychological Science concluded that consumers subconsciously consider difficult-to-pronounce names to be risky or dangerous to their health. Chemicals, drugs, complex substances, and artificial food additives are typically long and difficult to pronounce. So it's no wonder companies opt for brand names like Motrin, as opposed to any chemical name derivatives such as iso-butyl-propanoic-phenolic acid.

However, difficult-to-pronounce items offer positive aspects too. Yes, the mind interprets these names as risky. But both undesirable and desirable types of risk are associated with such names.

Desirable risk associations include ideas of adventure and excitement. These names also make people pay closer attention to warnings and instructions. This indicates that difficult-to-pronounce naming could be used to leverage the attention of thrill seekers, type A personalities, extreme sport aficionados, adventure travel, and more.

Let's take Volkswagen's propensity for naming its new car models with pronunciation-challenging names—but names which also have been wildly successful. The Routan (the repackaged Chrysler minivan), for example. Pronounced how? Roo-tan, Roo-tahn, Routing as in Rowting, or Rooting? The Tiguan or Touareg SUVs? And remember the Fahrvergnügen tagline? Fine if you're German, but even Americans latched onto the word meaning "driving pleasure" with enthusiastic abandon. But then, the Volkswagen parent brand has been part of the American vernacular for generations.

So what if you were to go the challenging route for an entirely new brand name today with no equity built into a parent brand?

Take for example, the yet-to-be launched wine bar Sostevinobile, which wants to specialize in West Coast wines from sustainably grown harvests. Do you like it? Can you pronounce it? Would you recognize the name again if you saw it or heard it pronounced? You might, especially if I sang the name to you in its original musical cadence (mp3) along the line of the famous opera, La D onna è Mobile.

The name Sostevinobile literally has a sustainable hook, despite its somewhat lengthy prose. But what if a new name—long, difficult-to-pronounce—had neither the equity from a famous connection (such as a famous opera), nor a famous parent brand (such as Volkswagen)?

The fact is, most people will initially reject the name, if the name is initially strange and unfamiliar.

According to Operative Words' naming expert Anthony Shore—the irony is that people don't like new, different, unfamiliar names if you ask them. That is, until they think the brand name has already fully launched and validated with professional ID system, environment, packaging and so on. Presented prior to launching (like say, focus groups, testing, crowdsourcing, et al), and people will shun new/ different names because the name has no context (logo, supporting imagery, messaging, environment, etc). The new name is just another word on a page. If the name is launched, suddenly people think there must be a really great reason for it. Their perception changes 180°.

A whole slew of young, new, up-market fashion labels recently arrived with nearly unpronounceable names. The upcoming labels challenge brand naming conventions, yet are still on the verge of becoming fashion notoriety:

Derercuny, an Italian label led by designer Mina Lee.
Emerging Milanese designer Francisco Scognamiglio.
Successful womenswear label Meadham Kirchhoff by Edward Meadham and Benjamin Kirchhoff.
(Ann) Demeulemeester gothic fashion clothing, typically proffered during Paris Fashion Week.

It may be awkward to say Demeulemeester bag or Meadham Kirchhoff jacket, but these unconventional and difficult-to-pronounce names are beginning to catch on. They're distinctive brands, breaking the norms, separating from the pack. They engage, catch you off guard, make you think, and therefore enable better attention and recognition. Engagement causes you to lean forward, ask twice, pursue more information, and start a conversation.

Ask anyone in a focus group whether they would 'like' or 'remember' these names before they launched, and be sure to expect a resounding 'no'. Ask them again after the product has launched with a professional visual identity, all the media attention, plus the trust garnered from a successful product.

Risky names? Sure. But after all, don't we all crave a little risk and excitement in our lives—even if it is the fantasy risk associated with an exotic-sounding car model or new fashion safari?

Russell Volckmann is an award-winning designer, producer, creative director, ad & brand & marketing strategist. For 17 years helping global agencies and companies tell their stories and make meaningful connections. Contact Russell at VÖLCKMANN (& friends) for more ways to connect.

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Tags: health,branding,brand,names,risk,thrill,naming,complicated names,brand names

Comments

written on 23-Jul-2009
JamesMahoney says:
Nice post, Russell. Also, don't underestimate two other factors that come into play in an individual's acceptance of a name (or word) that seems difficult at first blush:

First, people who take the time to work out or learn a pronunciation of the name/word (especially seeing the name/word rather than hearing it) automatically embed it in their brains. Subsequent sightings of the name immediately trigger and reinforce the mental pronunciation of it, until eventually the word becomes almost like a logo that triggers instant recognition, but no verbalization.

Second, many of us (I won't be presumptuous and say "all of us"), having gotten "in the know" about the correct pronunciation, exhibit varying levels of smugness in our ability to smoothly verbalize the name/word while hoi polloi struggle with it, poor things.

Separately, but related, is the question of "What does a company do when the prevailing pronunciation (or the prevailing momentum toward establishing a pronunciation in the public mind) isn't what you intended?" For example, Ikea. Or, more generically, merlot?

Another observation: I think some of the examples you give illustrate two different schools of thought. In one, there's a little jingle to train people how to pronounce the name as the originator intends ("We want everyone to know how to say it right from the get-go."). In the other (the fashion names), there's an air of exclusivity and maybe even arrogance ("Quality people will learn our name; everyone else can go to Wal-Mart.")
written on 28-Jul-2009
russell.volckmann says:
Likewise great insight, James. Really appreciate your thoughts, and I cannot disagree with any of them. I think you are dead-on correct on all counts.

As for the question of localizing existing names originating elsewhere—there is indeed a dichotomy that houses two worlds: Brands developed for the common audience; Brands developed as aspirationals, like luxury brands.

In the case of companies like IKEA, probably the best tack is to let the chips fall where they may. Volkswagen is not pronounced the same in the USA as in Germany and does very well. Foreigners (like us) seem even excited at the prospect of another strange German word from Volkswagen to mispronounce. And Sweden's IKEA probably will continue to thrive with an Americanized pronunciation too. Both have exotic and ambiguous aspects to their naming & pronunciation in context of American English.

As for the luxury brands, a certain amount of exclusivity is definitely part of the aspirational aspect. Ie, the majority of people like to talk about these brands, learn about them, look at their products, fantasize about them, yearn to own them, but for economic reasons cannot own them.

Or, it is a niche market that is very specialized, in which case brand quality trumps any pronunciation challenges. People associate strongly and deeply in that niche, and take the time to learn everything they can about that niche including its special terms, brands and people. Yachting, for example is an exotic language few outsiders would care to learn, and even the brand names would make most people's head spin: Benetti, Codecasa, Perini Navi, Fountaine Pajot, Innovazioni e Progetti, Arredomar, Dalla Pietà. But these are well-known and admired in the realm of yachting.
written on 28-Jul-2009
JamesMahoney says:
"Benetti, Codecasa, Perini Navi, Fountaine Pajot, Innovazioni e Progetti, Arredomar, Dalla Pietà..." I love it when you talk dirty, Russell... !-)

(And apologies to IKEA for screwing up both the pronunciation AND the trademark.)
written on 28-Jul-2009
Lupa says:
very interesting post Russ! very fashion too!
Sometimes I think that all the sophistication of these brands is because of the name they have... because they don´t have "the" design and "the" good taste of others that have "easier" names...
Anyway, I can´t keep back those names, so I wear what I like, fits well and my wallet or credit card can afford!
written on 28-Jul-2009
russell.volckmann says:
James: LOL... Trying to think of a comeback that won't mar my impeccable reputation

Lupa, thank you for the indispensable insight into the fashion-conscious female who is also typically good with her finances! Question for you: if you had the opportunity to buy a 'designer' dress for a roughly similar price (perhaps a little more) as an unknown brand (and both looked equally stunning)—which one would you rather have? Why?
written on 28-Jul-2009
Lupa says:
mmmm, difficult one... I think it would depend in how it fits and in the occasion! For example, I´m looking for an stunning dress for my best friend´s wedding in february (yes, seriously talking... I´m looking for it right now, in July!)... I think that I would choose the one with the big brand... my friend deserves it!
And what would you do?
written on 28-Jul-2009
JamesMahoney says:
Interesting answer, Lupa (and probably the same one I would arrive at).

All else being equal (or nearly so), it sounds like the deciding factor in choosing the big brand is to make a statement to your friend about how important you know her occasion is to her (or maybe it's a "him"!)--"I bought this Russell Volckmann just for this occasion!"

So, to complicate the question a bit, which would you choose if the big brand name fit well, but the unknown brand made you look and feel absolutely radiant?

Personally, I'd go with the radiant one. I'm reminded of a friend of mine who was very complimentary of a sports coat I was wearing. She asked who made it, and I opened the jacket to show the label. "Oh!," she exclaimed, "Chinicci!" Since I had never heard of the designer before, I was feeling pretty good about getting a good deal at the thrift store, where I'd bought it. "So," I noted, "you know the label, eh?" "No," she replied, "Never heard of it, but I like the sound of the name!" (And the jacket looked good.)

Lesson for me: When asked, say with great, knowing confidence, "It's a Chinicci." Soon all around me will seek out Chiniccis of their own, and thus are legends born!
written on 29-Jul-2009
Lupa says:
looool great story James!
My dad also made that joke some time ago, not with "Chinicci", but with "Yaffa" or something like that (with a surprised expression on his face): "Oh, "Yaffa", don´t you know it? It is also in New York, Paris, Madrid, Milano...".
Getting back to your difficult question, I would also choose the one that made me look and feel absolutely radiant. I think that is also very important how you feel wearing that brand (the word "feel" underlined), because that´s what you communicate to the other people, isn´t it? And that´s what my friend is going to see.
Cheers to both of you!
written on 29-Jul-2009
jboiter says:
very interesting posts, everyone. thanks russell for bringing it up. we're taking the american consumer's perspective here a bit. but remember, some of these brands start in other countries and come here with equity. one of our clients from a few years ago is ryobi, a household name in japan. in this country, and especially in the south, where they located, pronunciation was all over the map. [pronounced reeobee, btw]. repositioning the brand was tough. they also had very tough graphic standards [logo could not be more than .75" tall on any package] which we were able to get rewritten to u.s. marketing needs. but home depot wanted it in a big way, and now they've carved out a nice space for themselves...

another one we're familiar with are brooklyn designers costellotagliapietra. not as easy as ralph lauren to pronounce, but they are a hot brand.

in both cases, the other attributes of the brand overcame any classic weaknesses perceived in the name. the authenticity of an odd or unfamiliar name [in this country] can be very fresh and invigorating in the market, if the other touch points of the brand are relevant and on strategy.

good stuff.
cheers,
jamey
written on 01-Aug-2009
russell.volckmann says:
Great conversations and stories, and I appreciate all of you so much for that.

As for "Ryobi"... I lived and worked in Japan for some time, and also spearheaded branding for L'OREAL + AT&T in Japan many years ago.

In Japanese, "Ryo" is pronounced as one single syllable as opposed to "ree-oh". Tongue-rolling capabilities seriously come in handy. Although I can see how that spelling would throw people off in the West.

The best of weekends to you all!
written on 28-Sep-2009
Lupa says:
Yesterday I remember this post because I tested the new Dior´s fragance "Escale à Pondichéry"... isn´t this name too long for a perfum?

good week russ!!!

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