What’s in a Name?

The Science Behind Brand Names That Stick.

Or why “Arattai” might just be too much to ask from your tongue!

The recent surge in downloads for Zoho’s Arattai Messenger – touted as India’s answer to WhatsApp – has got everyone talking. Daily sign-ups shot from 3,000 to a staggering 350,000 in just three days after government endorsements. Now it’s crossed 7.5 million and counting. Impressive numbers, no doubt.

But here’s the thing that’s been nagging at me: Can you say “Arattai” without stumbling, or wondering whether it’s spelt with one “r” and two “t” or the other way around?

Go on, say the word to someone and ask them to spell it. Or try saying it three times fast. I’ll wait.

The name means “casual chat” in Tamil – a beautiful, culturally relevant choice. But it’s also a bit of a tongue-twister for those not familiar with Tamil phonetics.

And that got me thinking about something entrepreneurs often overlook in their naming journey: the simple act of saying your brand name out loud.

You see, whilst we’re all busy crafting vision statements and building products, we sometimes forget the most basic test.

• Can your grandmother pronounce your brand name?
• Can someone spell it after hearing it once over the phone?
• Will people remember it the next day?

These aren’t trivial questions.

They’re the difference between “Let me Google that” and “Let me search for that on… wait, what was that search engine called again?”

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Your Brain Has a Shape-Sound Translator (And It’s Been Working Since You Were 4 Months Old)

Let’s talk about one of the most fascinating experiments in behavioural science: the Bouba-Kiki effect.

Look at two shapes – one round and blobby, the other sharp and jagged. Now, which one would you call “bouba” and which one “kiki”?

If you’re like 95-98% of people across 25 languages and 10 different writing systems, you just matched the round shape to “bouba” and the spiky one to “kiki.” This isn’t a cultural quirk. It’s hardwired into our brains.

Even more mind-blowing? Infants as young as four months old show the same sound-shape mapping biases as adults.

We’re not taught this. It’s in our DNA. (Well, technically our neurocognitive architecture, but you get the point.)

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Why does this matter for your brand name?

Because when people encounter a mismatch between a name and what it represents, their brain has to work harder to process it. Your brand name creates an immediate, visceral association before anyone even knows what you do.

• Google sounds soft, accessible, friendly – perfect for a tool that helps you find answers.
• Nike sounds sharp, energetic, athletic – precisely what you want from sportswear.
• Durex sounds… well, let’s just say it works for what it does.

These aren’t accidents. They’re calculated choices based on how our brains process sound.

The sound of your name matters. Research has revealed that round objects produce sounds with lower spectral balance than spiky objects of the same size. Our brains are constantly making these cross-modal associations, whether we realise it or not.

So if you’re naming a meditation app, maybe avoid names that sound like someone choking on a pretzel.

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The Magic Number: Two Syllables

Notice something about the brands that became verbs?

• Google (2 syllables) – “Just Google it”
• Xerox (2 syllables) – “Can you Xerox this?”
• FedEx (2 syllables) – “We’ll FedEx it to you”
• Dunzo (2 syllables) – “It’s Dunzo!” (popular in India)

This isn’t coincidental. Research analysing brand naming found that two to three syllable names were significantly more memorable compared to longer names.

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Why do short names win?

Cognitive fluency. Our brains favour things that are easy to process. When you can say something quickly and effortlessly, you’re more likely to say it again. And again. Until it becomes part of the lexicon.

Compare these:

• Apple vs. International Business Machines
• Nike vs. Federal Express Corporation
• Uber vs. Transportation Network Company

Which ones rolled off your tongue? Which ones do you actually say in conversation?

The shorter names won because they pass the “phone test” – that moment when you’re telling someone about a company, and you realise you can’t remember how to spell their elaborate Sanskrit-inspired name. (We’ve all been there. Usually after three drinks at a networking event.)

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The MONARCH Syndrome: When Your Brand Name Gets Lost in Translation

Here’s a story that’ll resonate with anyone who’s worked across cultures.

I worked with a company called MONARCH. Strong name, right? Evokes power, leadership, legacy. Very Game of Thrones. In English.

But for colleagues who weren’t native English speakers, it became “MONARCH-CH” – with that hard “CH” sound at the end, like clearing your throat after accidentally inhaling a fly.

The name that was supposed to convey regality just became awkward. Every. Single. Time.

That’s when I learnt the golden rule: Your brand name should be pronounceable even by people who don’t speak your language fluently.

That’s precisely why my company was named “April Broadcast” – two simple English words that travel well.

• No silent letters.
• No unexpected pronunciation.
• No elaborate etymological backstory required.

Just April. Like the month. And Broadcast. Like what television does.

Research on brand naming emphasises that brand names need to be easy to pronounce to eliminate the risk of mispronunciation and stimulate word-of-mouth.

If people can’t say your name confidently, they won’t recommend you. It’s that simple.

And if you think I’m being overly cautious, buckle up for the next section.

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When Names Go Horribly, Hilariously Wrong

Sometimes, a name that sounds brilliant in one language becomes a PR nightmare in another. Let me share some gloriously awkward examples:

Tata Zica → Tata Tiago

Tata Motors was all set to launch the Zica – short for “Zippy Car.” Catchy, right? Two syllables, easy to say, suggests speed and efficiency.

Then the Zika virus outbreak happened. Suddenly, their zippy little car shared its name with a mosquito-borne virus causing birth defects. Not quite the brand association they were going for.

The company scrambled, crowdsourced a new name, and emerged with “Tiago” – a common Portuguese name that doesn’t sound like a disease. Crisis averted. Lesson learnt. Always Google your brand name with the word “virus” first.

Ford Pinto → Ford Corcel (in Brazil)

Ford Motors introduced the Pinto to the Brazilian market with high expectations. Sales were… disappointing.

After some research (which, you know, should have happened BEFORE the launch), they discovered that “pinto” is Brazilian slang for small male genitalia. Imagine the marketing pitch: “Buy our new car! It’s small! Really small! Embarrassingly small!”

The mortified company rebranded the entire fleet to “Corcel,” which means horse. Much better.

Though one wonders if anyone at Ford thought, “Maybe we should ask someone from Brazil about this first?”

KIA Besta

The KIA Besta van did splendidly in most markets. Except Brazil. (Brazil seems to be where brand names go to die, doesn’t it?). Turns out “besta” in Brazilian Portuguese means “idiot.” So KIA was essentially selling the “Idiot Van.” Not the strongest value proposition.

Chana → Changan

Chinese car manufacturer Chana had big global expansion plans. Until they tried entering Brazil and realised “Chana” is phonetically identical to slang for female genitalia. They wisely changed to Changan. Because sometimes, the best marketing strategy is just… not doing that.

The moral of these stories?

Always, ALWAYS check what your brand name means in your target market.

Preferably before printing 50,000 brochures and painting it on 500 billboards.

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The Mid-Day Muddle: A Masterclass in Handle Chaos

Want to see what NOT to do? Let’s examine the Mumbai newspaper Mid-Day.

• Website: www.mid-day.com (with hyphen)
• Facebook: @middayindia (no hyphen or space)
• Instagram: @middayindia (no hyphen or space)
• X (Twitter): @mid_day (with underscore)

Notice the problem? Three different variations of the same name across four platforms. Now, imagine you’re a reader who saw their newspaper and wants to follow them online.

• Which version do you try?
• Do you use a hyphen?
• An underscore?
• No separator at all?
• Add “india” at the end?
• Do a sacrifice in a temple/church/synagogue and hope for divine guidance?

People can barely remember their own passwords. Expecting them to remember that you’re “mid-day” on one platform but “middayindia” on another is asking for trouble.

It’s like playing hide-and-seek with your own audience. (Spoiler: they stop looking.)

The cognitive load here is real. Every variation adds friction. Every friction point is a potential lost follower.

This isn’t just a Mid-Day problem. Many brands make this mistake because they didn’t secure their handles early, or they didn’t think through the importance of consistency.

But here’s the thing: in the digital age, your social media handles ARE part of your brand identity.

Getting them wrong is like having business cards that spell your name three different ways. People will just assume you don’t have your act together.

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The RCB1934 Solution: When Brevity Meets Availability

Here’s how to do it right.

Our Rotary Club originally had the domain www.rotaryclubofbangalore.org. Try typing that on a mobile phone. Now try typing it correctly after two drinks at a networking event. Now try explaining it over a phone line that keeps cutting out. See the problem?

We changed it to www.rcb1934.in:

• RCB = Rotary Club of Bangalore
• 1934 = Year of establishment
• Result: Short, memorable, unique

The beauty? No one else wanted “rcb1934” – so ALL our social media handles fell into place instantly. No underscore compromises.

• No “official” suffixes.
• No “the_real_actual_genuine_RCB_we_promise” nonsense.
• Just clean, consistent branding.

The lesson: Sometimes the most elegant solution isn’t the most obvious one.

• Think abbreviations.
• Think initials with meaningful numbers.
• Think about what’s actually available across platforms, not just what sounds clever in a brainstorming session fuelled by too much coffee and optimism.

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A Humble Suggestion to Mr. Sridhar Vembu

Mr. Vembu, if by some miracle this article reaches you (and let’s be honest, the internet does work in mysterious ways), I have a suggestion that might sound radical:

Rename Arattai to Zoho.

Hear me out. Zoho is already an established brand across India and the world. It’s recognisably Indian. It sounds good.

And crucially, it passes all the tests we’ve discussed:

• ✅ Two syllables– Bang in the sweet spot
• ✅ Easy to pronounce– Globally accessible
• ✅ Memorable– Already embedded in people’s minds
• ✅ Available– You own it
• ✅ Bouba-Kiki test – Soft, friendly, approachable

More importantly, imagine the usage:

• “I’ll Zoho you the pics” – Works perfectly
• “I’ll Arattai you the pics” – Feels like verbal gymnastics

Your company has already done the hard work of building brand equity around Zoho. Why start from scratch with a name that half your potential users will struggle to pronounce?

I get it. Arattai has cultural significance. It’s Tamil. It’s local. It’s meaningful.

But sometimes, the best brand decision isn’t the most sentimental one. It’s the one that works.

And Zoho just… works.

Plus, you’d avoid the Ford Pinto problem. (Though I’m fairly certain Arattai doesn’t mean anything embarrassing in Portuguese. Fairly certain. Maybe worth checking.)

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When Brands Become Verbs: The Double-Edged Sword

There’s something magical about a brand name becoming a verb. It’s the ultimate market penetration. It means you’ve transcended being a product and become part of language itself.

But here’s the twist: it’s also legally dangerous.

When you “Xerox” a document, “Google” something, or say “I’ll FedEx it,” you’re engaging in what linguists call anthimeria and what trademark lawyers call genericide.

A trademark becomes prone to genericisation when a brand name acquires substantial market dominance, becoming so widely used for similar products or services that it’s no longer associated exclusively with the trademark owner.

This is why:

• Xerox ran campaigns asking publishers not to use “Xerox” as a verb when “photocopy” was the intended meaning
• Google has discouraged media from using “to google” to signify searching the web
• Velcro released actual videos begging people not to say “velcro shoes” because Velcro is their brand, not a product category

(The Velcro video is genuinely hilarious. They literally made a lawyers’ chorus sing “We’re Velcro” to educate people. That’s how desperate they were.)

The irony? Companies spend millions to become household names, then spend millions more defending those names from becoming too common. It’s like training for the Olympics and then begging people not to watch you compete.

But notice what all these brands have in common: they’re short, punchy, easy to say.

You CAN’T verb a complicated name. No one’s saying “Let me Arattai you later” or “I’ll Telecommunications-Network-Search that for you.”

The brands that become verbs earn it through simplicity.

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The TSG Way: Your Brand Naming Checklist

Before you fall in love with that Sanskrit-derived, seven-syllable brand name that you discovered whilst meditating at 3 AM, run it through these tests:

1. The Phone Test Call someone and say your brand name. Can they spell it back correctly? If not, rethink it. If they ask you to repeat it more than twice, definitely rethink it.

2. The Pronunciation Test Names should have soft sounds and be easy to pronounce in several languages. Ask people from different linguistic backgrounds to say it. Do they all say it the same way? Or do they sound like they’re attempting a tongue-twister after dental surgery?

3. The Memory Test Tell someone your brand name once. Ask them the next day. Do they remember it? Or do they say, “Was it… Ararat? Arathi? That thing that starts with A?”

4. The Syllable Test Count the syllables. If you’re past three, you’re in dangerous territory. If you’re past five, you’re just showing off.

5. The Handle Test Before finalising anything, check availability across:

• Domain names (.com, .co.uk, country-specific)
• Instagram, Facebook, Twitter/X, LinkedIn, TikTok
• YouTube channel names
• App store names (if relevant)

Use tools like Namecheckr or KnowEm to scan multiple platforms simultaneously. It’s like insurance, but for your brand identity.

6. The Bouba-Kiki Test Does your name SOUND like what you do? A meditation app shouldn’t sound harsh and angular. A sports brand shouldn’t sound soft and sleepy. A dating app probably shouldn’t be called Desperate or Lonely. (Though, honestly, points for honesty!)

7. The Consistency Test Can you use the EXACT same handle everywhere? If not, can you create a simple, predictable variation that works universally? Because if you’re @YourBrand on one platform and @YourBrand_Official_Real_Verified on another, you’ve already lost.

8. The International Embarrassment Test Google your brand name with every country you plan to operate in. Add words like “slang” and “meaning” to your search. This simple step could save you from becoming the next Ford Pinto.

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What About Cultural Resonance?

Now, I can hear the pushback: “But Arattai is culturally meaningful! We shouldn’t always pander to global pronunciation!”

Fair point. Cultural specificity has value. Local pride matters. There’s genuine power in a name that speaks to your community. But most English speaking people will continue to say VOKS-WAGEN and not FOKS-WAAGEN – and PARISS, not PAH-REE. (And I won’t even get into the Bombay vs. Mumbai nontroversy!)

But here’s the nuance: Research on brand naming found that names of local origin generated more trust than foreign names, but the best results came from hybrid tactics that combined local characteristics with easily pronounceable original names.

The sweet spot isn’t abandoning cultural identity. It’s finding names that honour your roots whilst remaining accessible.

Think about it:

• Toyota – distinctly Japanese, universally pronounceable
• Samsung – Korean heritage, global appeal
• Zara – Spanish elegance, simple everywhere
• Xiaomi – Chinese but sounds good everywhere (well, after you learn it’s “SHAO-mee” not “ZEE-oh-mee”)

You can have both. You just need to be intentional about it. And maybe consult someone from outside your bubble before printing those million brochures.

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The Bottom Line: Naming Is a Strategic Decision, Not a Creative Indulgence

I get it. Naming is exciting. It’s the moment your brand becomes real. The temptation to choose something clever, something meaningful, something that tells your origin story in ancient Sanskrit is powerful.

Resist it!

Your brand name isn’t a place to showcase your vocabulary or your extensive knowledge of exotic languages. It’s a tool. A very specific tool designed to do three things:

1. Be remembered
2. Be repeated
3. Be found

Everything else – the meaning, the story, the cultural significance – is lovely. But if people can’t remember how to spell it or feel silly trying to pronounce it, none of that matters.

So before you commit to that elaborate name, try this:

• Imagine explaining it to someone over a crackling phone line.
• Imagine your grandmother trying to find you on Facebook.
• Imagine a potential customer searching for you on Google after hearing about you at a party where the music was too loud.

If any of those scenarios makes you wince, go back to the drawing board. Your brand deserves a name that works as hard as you do. Not one that works against you.

Because in the end, the best brand names are the ones people don’t think about. They just… use them.

What about your brand? Does it pass the phone test?

(And Mr. Vembu, seriously, think about it. Zoho Messenger. I’m telling you, it just works!)

Well, now you know it too!

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Selected References

1. The bouba/kiki effect is robust across cultures and writing systems
   Philosophical Transactions of the Royal Society B: Biological Sciences
   https://royalsocietypublishing.org/doi/10.1098/rstb.2020.0390
2. Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation
   Journal of Advertising Research, March 1, 2008
   https://www.researchgate.net/publication/250168928_Creating_New_Brand_Names_Effects_of_Relevance_Connotation_and_Pronunciation
3. An Investigation into Brand Naming Practices in Vietnam
   Foreign Language Studies Journal
   https://sy.bilpubgroup.com/index.php/fls/article/download/9565/6487/48942
4. Generic trademark – Wikipedia
   https://en.wikipedia.org/wiki/Generic_trademark
5. Tata Tiago – Wikipedia
   https://en.wikipedia.org/wiki/Tata_Tiago
6. Why Brazil-bound brands should be wary of cultural mistakes
   Econsultancy
   https://econsultancy.com/why-brazil-bound-brands-should-be-wary-of-cultural-mistakes/