Nerd Alert: The Sound of Brands

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore why some brand names are better than others. Like how the rhythmic and repetitive sounds of names like Coca-Cola, Kit Kat, and Lululemon can sway our feelings and decisions to buy.

Topics covered:   

• [00:54] “The Sound of Brands”
• [02:23] How to choose the right brand name
• [04:48] Ice cream and... cat litter?
• [05:56] How suppressed emotions affect brand name reactions 
• [06:35] How much rhyme is too much?
• [07:00] Positive effect and sound repetition make a difference

To learn more, visit marketingarchitects.com/podcast 


 

Resources: 
Argo, Jennifer & Popa, Monica & Smith, Malcolm. (2010). The Sound of Brands. Journal of Marketing - J MARKETING. 74. 97-109. 10.1509/jmkg.74.4.97.   
 

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