Picking up our recent discussion of the vital role linguistics can play in developing brand names, let’s focus on the evaluation phase.
What we’re usually aiming for in naming is a tricky blend: we seek near-universal appeal to maximize our brand’s marketing potential. But we also need specific cultural cache and appropriateness across all the markets our brand will touch. Linguists, interestingly enough, have staked out both these extreme territories and done rich work that can help us balance the two.
On the universal side
Linguists posited the notion of “sound symbolism” – the idea that certain sounds and letters spark particular associations in a nearly universal human way. This offers marketers valuable insights into the kinds of associations that certain words and sounds seemingly carry in their DNA.
For example, R is often perceived as conveying motion – think of words like river, ripple, or even whirl, or brands like Range Rover and Roomba. S of course communicates smooth, sleek, streamlined - like Silk Effects or Swiffer. And Z often evokes speed, energy or precision, hence its use by such brands as Zipcar, Zippity, Blazer and RAZR.
On the cultural side
Still, it would be unwise to get too carried away with sound symbolism – impressionistically rich as it can be at times, it’s by no means an exact science. Its value really lies when it’s balanced by a deep understanding of specific languages and the cultures of they’re part of – an understanding that’s another linguistic specialty. A linguistic perspective on cultural diversity can help ensure your brand name won’t offend, unintentionally amuse, or land with an irrelevant thud. In fact, linguistics can maximize the bang for your Euro, Yen or Rupee by helping you hone your name for global markets as much as you do for home consumption.
And does it even need repeating that the line between the home market and international ones is a thin one – and getting thinner by the moment. Put another way: Even when it’s local, it’s global. The U.S. has a growing number of multilingual residents, each with purchasing power and cultural prestige – and each posing unique opportunities for marketers to get it wrong. That’s why working with linguists when evaluating brand names is essential – and an essential part of Interbrand’s approach.
Unsure if a linguist will really help negotiate this thorny cultural terrain? Consider that the top five languages in the U.S. besides English are Spanish, Chinese, French, German and Tagalog. If your name is to be used among these non-English-speaking populations in the U.S., let alone in international markets, it’s key to do linguistic cultural checks – not just with American linguists but by running shortlisted names through in-country linguistic and cultural checks as well.
Bottom line: When it comes to a broad-based appeal, linguistics will help you keep an eye on the forest and the trees.
Tags: brands, culture, insights, linguistics, linguistic, language, name, naming, verbal identity, sound symbolism |
Categories: General, Verbal Identity
