The global fashion magazine March 2, 2024 
Out now: Lucire issue 48, with free shipping for UK and US


The L word (and other letters)


September 29, 2007/1.55

[Cross-posted] 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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