By Categories: Ask OA, Must Reads239 words1.2 min read

Listen up class, the word of the day is: Plosive. And yes, the word itself contains a plosive consonant. *Head explodes and confetti comes out* Let’s go ahead and nerd out really quickly because if you’re launching a new brand or product, or rebranding your business, you’re going to want to hear this.

So, a plosive is “a consonant that is produced by stopping the airflow using the lips, teeth, or palate, followed by a sudden release of air.” In English, we have six of them: p, t, k, b, d, g. And get this: in research studies, plosives have been found to enhance brand reception, recognition, recall, and awareness. (Look up ‘the K effect’ if you’re curious to learn more.) Basically, they are the unsung heroes of capturing space in a consumer’s mind. As naming specialists (did you know we offer this as a service? And in fact just wrapped a naming project for ice cream mammoth, Blue Bunny?), we consider things like rhythm, sound symbolism and distinctiveness, and subconscious meaning when working on a project—because a great brand name that sways an audience is never an accident.

So yeah, we’re more than just a funny face when it comes to our branding prowess—everything we do is backed by major strategy and purpose. Want proof? Go ahead and say our business name out loud ;)

Until next time,

—The Obedient fam

Illustration of Ants with Breadcrumbs

You're gonna wanna share this one.