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 head of brand strategy and creative at Bonehook in Portland, Oregon.