Imagine you're naming a new brand — an alcoholic beverage, say. You know the standard marketing dogma: a brand name should promise romance, adventure, well-being, financial success, sex appeal. What are the odds that you'd ignore that advice and instead choose a name that says … death?  Continue reading...

June 23, 2012 would have been the 100th birthday of the British polymath Alan Turing. Among his achievements, Turing contributed substantially to the field of computers, and his name shows up multiple times in the lexicon of IT. Reflecting on this made me wonder who else I might find represented in the vocabulary of the field. Lots of people, it turns out.  Continue reading...

Last week, the Solomon R. Guggenheim Museum held an online panel discussion entitled "The Name Game," in conjunction with their exhibition of sculptures by John Chamberlain, who gave his works highly unusual titles. The panel was asked, what makes a "good" name from the perspective of art, marketing, or linguistics? What functions does a name or title fulfill? Visual Thesaurus executive producer Ben Zimmer took part.  Continue reading...

Of all the orthographic garnishes to be found among American brands, the most popular by far is the umlaut, the double dot that's common in German, Turkish, Swedish, and Finnish — and nonexistent in English. We can't help wondering: What's üp with that?  Continue reading...

It's high season for X-of-the-year lists, especially words of the year. I'll leave it to my fellow language observers to decide whether volatility, occupy, squeezed middle, tergiversate, or some other word best sums up the year's prevailing mood. For my part, I'm focusing on a different corner of the linguaverse: brand names of the year.  Continue reading...

In this year's World Series, one name in particular will likely catch the eye of even casual baseball fans. In the late innings of the first two games, a relief pitcher for the St. Louis Cardinals came in to face the Texas Rangers: Marc Rzepczynski. The announcers were clearly ready for Rzepczynski's appearance and pronounced his name smoothly (as "zep-CHIN-ski"), helpfully explaining that his nickname is "Scrabble." So how does Rzepczynski stack up against other hard-to-spell baseball names?  Continue reading...