Words That Work

New York Sun and Ad Age columnist, Lenore Skenazy, believes in the power of rhyme and alliteration (even if most copywriters do not).

Coca-Cola. I think we can all agree that’s a pretty good brand name, right?
Ever think about why?
It’s not just the billions of ad bucks behind it. It’s all the K-sounds — three of them in quick, cute, clever succession — not to mention two soft A’s. In other words, Coca-Cola is a name bubbling over with mnemonic devices: alliteration and rhyme.

What do you think? Are you on board with mnemonic devices?

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.