In contrast we have consonance alliteration or the repetition of consonant sounds. This can be seen in the iconic Covergirl slogan, “Easy, breezy, beautiful!” A powerful testament that cocoons the mission of empowering women worldwide to be confidently beautiful, all while integrating consonance to pack a punch. In this case, you notice the stressed last syllables ‘sy’ and ‘zy’. Twenty years later and after an attempt to revamp their slogan in 2017, the well-loved copy is back in the limelight. Tic Tac is an excellent example of how the simple use of consonance can make a lasting impression. Interestingly, the brand name is derived from a sound, more specifically, the sound that its packaging makes when you open and close it. It goes tic and tac, hence Tic Tac! Keep in mind that assonance and consonance usually appear in the middle or at the end of words. What if the repetition of sound appears at the beginning? 3. General alliteration Another type of alliteration is general alliteration.
This is when the first letters of each word are similar, like with AOW’s ‘Welcome to the World of Wow’ with the repeating W’s. Of course, you also can’t miss the popular Bed Bath & Beyond! A collection of different logos of Bed Bath & Beyond over the years Bed Bath & Beyond brand name iterations via 1000Logos While the latter has undergone several iterations, like Bed ‘n Bath and Bed ‘n Bath Outlet, they finally hit off with the addition of ‘Beyond’. This made saying the brand name all the more satisfying as it easily rolls off your tongue. The benefits of using this type background remove service of alliteration in branding is perhaps best described by a quote we’ll borrow from Stan Lee, who was notorious for creating character names that use general alliteration. Think Peter Parker, Pepper Potts, and Bruce Banner. As Lee explained, “I have the worst memory in the world…So I finally figured out if I could give somebody a name where the last name and the first begin with the same letter…I could at least remember one name. And it could give me a clue what the other name was.
In the same way, brand names, such as Best Buy or Dunkin’ Donuts, that use general alliteration encourage higher recall among their consumers. Symmetrical alliteration Symmetrical alliteration works like general alliteration but with a slight difference. In symmetrical alliteration, letters that sound similar to each other are repeated. Think ‘C’ and. You get the idea. This brings us to brands like Calvin Klein, CitySearch and Citric Systems. These consonants, whether fricative (soft sounding like ‘s’ and ‘z’) or plosive (hard sounding like ‘t’ and ‘b’), command a copy’s rhythm making it extra catchy. For example, Capital One’s slogan says “What’s in your wallet?”, where the syllable “wa” is notable as it creates a seamless flow between the first and last words. An intentional, witty and fun alliterative brand copy — A man in a blue suit gains thumbs-ups from the people surrounding him Your brand name and copy serve as your business’ fingerprint via Freepik Using literary devices like alliteration is a great way to zhuzh up your brand message or brand name, especially if you are limited to a phrase or two. But there are no hard and fast rules when integrating them into your branding.