Lexicon Linguistic Profile™
What hidden messages does a brand name send?
Find out with a detailed Lexicon Linguistic Profile™ analysis.
The words odd and strange are similar enough in meaning for dictionaries to use one in defining the other, yet strange often includes a connotation of “threatening” or “scary” that is mostly lacking in odd:
odd number strange apparition
odd jobs strange land
odd couple strange dream
In a brand name, literal meaning is just a tiny part of what is communicated. Even if two brands had identical literal meanings, phonetic and other differences would change their message. A few examples:
| Syllable Structure | Keva vs. Kerva •Open syllable "ke" is shorter, simpler than closed syllable "ker" |
| Consonants | Preff vs. Prezz •Prezz is more alive •Preff takes less time to say, conveys a leaner kind of energy |
| Vowels | Simi vs. Somo •"i" is lighter, quicker than "o" |
| Rhythm | Coral vs. Corral •Corral sounds larger and slower than Coral |
| Length | Verix vs. Verixa •Verix is shorter, quicker |
| Associations | Priance vs. Briance •Priance brings to mind "Primary" •Briance brings to mind "bright, brilliance" |
Read a brief Lexicon Linguistic Profile:
Fusion vs. Leaf vs. Volt vs. Prius
Kindle vs. Nook vs. iPad
Zune vs. iPod
Viagra vs. Cialis
Onstar vs. TeleAid
Zantac vs. Tagamet
Request a Lexicon Linguistic Profile to guide your choice of a brand name. By itself or as a supplement to consumer research, the Linguistic Profile will point out each name's communicative potential and the reasons behind it.
If you wish, the profile will address marketing and competitive potential as well.
Lexicon's Linguistic Profiles are based both on tested linguistic principles and on past consumer research.
Since 1989, Lexicon's Ph.D. linguists have studied how names communicate in the light of contemporary linguistic research, our own studies of sound symbolism in major world languages, and on linguistic analysis of past consumer research.
To our knowledge, no one comes close to matching our ability to capture the expressive power of the words and sounds that make up a brand name.
Learn more about the anatomy of a name: 