Are Easy-to-Pronounce Names Really Better?

The upcoming midterm elections and Chelsea Clinton’s recent marriage made me think of a winning “political brand” from the 1970’s. The classic advice for a good brand name is that it should be easy to pronounce.

Wrong!

This classic ad created by media pioneer Tony Schwartz, proves that unpronounce-ability can actually be a plus. Edward Mezvinsky might be a hard name to say, but it is really easy to remember–and that is what makes a strong brand.

Edward Mezvinsky won election to Congress in 1972.

(Thank you to Kayla and Anton Schwartz for permission to share this great, classic piece of political communication.)

Naming How-To:

Naming Mistakes
Six Factors for a Memorable and Motivating Name
History of Best Known Brands
Styles and Types of Brands
Choosing a Name
Try a Recycled Name
Web 2.0 Naming Considerations
What is Brand Architecture
Approaches to Brand Architecture
Brand Architecture and Business Strategy

Companies and Products:

MSNBC vs. msnbc.com and The Bigger Naming Problem
Macy’s Blunder with Marshall Field’s Name Change
Banks and the Name Game from Bank Marketing Magazine
AIG Name Change to AIU
Breaking Up the Motorola Brand
Google’s Speedbook Disaster
Renaming a Small Business
Proxios CEO Talks About Renaming Process
Naming a Green Sportswear Company
Unintentionally Funny Names-BARF
Unintentionally Funny Names-Putzmeister
Unintentionally Funny Names-Bimbo
Renaming a $2 Billion IPG Agency
Renaming Iraqi Freedom
Selected Naming Portfolio