Naming Tips: Number 55 in a series

I’ve been running a series within this series about creating coined words as brand name candidates.

Here’s another technique.

But this one doesn’t have a unique designation – until now.

I’ve not seen it discussed anywhere else so I guess I’ve got the right to name it. I’ll call this technique “consonant coupling”

Consonant coupling (not the same as doubling consonants like “tt” in “little”) is based on the fact that some consonant pairings routinely exist in language. For instance: “st”, “br”, “ph” are coupled consonants.

Anyway, if you have a list of appropriate words you’ve associated with the  offering you’re naming, scan the list looking for those that begin with “b”, “c”, “d”, “f”, “g”, “k”, “p”, “s”, “t”, ”w”, and are immediately followed by a vowel.

Now you can create new words by adding a second consonant that naturally couples with the first consonant. For instance, look what happens to “salt” when you add the second consonant: “shalt”, “skalt”, “smalt”, “snalt”, “spalt”, “stalt”, “swalt”.

You can also look for those words that begin with a consonant that is often the second letter of a consonant coupling and add an appropriate first consonant. Thus, “ring” can become “bring”, “cring”, “dring”, “fring”, “gring”, “kring”, “pring”, “tring” or “”wring”.

Inventions like these are rarely fruitful, but it only takes a minute or so to review your list in this manner, and you’ll never know when that one “AHA” pops up.

Martin Jelsema

Leave a Reply

Your email address will not be published.